Definition
The theory places more focus on the consumer/audience, instead of the actual message itself by asking "What people do with media" (Katz, 1959). It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs.
Model -
P - Personal Identity - Are you able to recognise yourself within the product shown or the person?
I - Information - Does it actually give you information?
E - Education - Are you able to gain knowledge and understanding?
S - Social Interaction - Is this going to be a particular topic in conversation?
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