Theory Criticism
The data behind the theory is hard to extrapolate and at times is not found. How each audience, individual and group perceives a given media outlet is extremely difficult to gauge. A main argument lies in how the media, producers and editors want the material to be interpreted. News reports on a rising restaurant could be seen as a threat to local establishments but was intended as a positive note to how well the community is doing. Morley (1992) says that "creators of media content have a preferred reading that they would like the audience to take out of the text. However, the audience might reject it, or negotiate some comprise interpretation between what they think and what they text is saying, or contest what the text says with some alternative interpretation". The biggest issue for the Uses and Gratifications Theory is its being non-theoretical, vague in key concepts, and nothing more than a data-collecting strategy.
Using this sociologically-based theory has little to no link to the benefit of psychology due to its weakness in operational definitions and weak analytical mode. It also is focused too narrowly on the individual and neglects the social structure and place of the media in that structure.
Due to the individualistic nature of Uses and Gratification theory, it is difficult to take the information that is collected in studies. Most research relies on pure recollection of memory rather than data. This makes self-reports complicated and immeasurable.
The Uses and Gratifications theory has been denounced by media hegemony advocates who say it goes too far in claiming that people are free to choose the media and the interpretations they desire. Audiences interpret the media in their own terms and any debate for or against this can be argued, and depending on the circumstances, won by either side. Each individuals’ actions and effects on those actions will depend solely on the situation. The Uses and Gratifications theory does not properly account for these natural occurrences but does hold a valid argument that each individual has unique uses to which the media attempts to meet their gratifications.
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