A Comprehensive and Critical Literature Review on Uses and Gratification Theory in the Digital Media Age

Uses and Gratifications Theory (UGT) has significantly evolved to address the complexities introduced by digital media technologies. This literature review synthesizes empirical findings and theoretical advancements from the past two decades, emphasizing how digital platforms have reshaped user motivations, behaviors, and gratifications. Key themes explored include the adaptation of traditional UGT frameworks to accommodate new media affordances, platform-specific gratifications in social media, online gaming, mobile media, and video-on-demand services. Methodological critiques highlight the limitations of conventional survey methods, advocating instead of mixed-method approaches integrating qualitative, quantitative, and computational analytics. Critical perspectives underscore the need to incorporate cultural and contextual considerations into gratification research. Emerging technologies such as virtual reality (VR) and augmented reality (AR) present unique gratifications, prompting further theoretical expansion to capture immersive and embodied user experiences. Future research directions proposed include interdisciplinary studies, cross-cultural analyses, and ethical considerations surrounding algorithmic personalization. Ultimately, this review underscores the continuing relevance of UGT in understanding user engagement within rapidly evolving digital media environments.