The uses and gratification theory refers to the idea that people use the media in order to obtain specific gratifications.  With this view, people are not seen as victims of a powerful and malicious media but rather use the media to fulfill their needs.  Thus, it is considered an audience-centered approach because when an audience actively seeks out the media for information, they are using it to satisfy their own needs.  To delve into further detail, there are two smaller theories that are included within this broad idea.  The expectancy-value theory acknowledges that because people understand and therefore situate themselves according to their attitudes, the gratifications sought by the media are determined by their attitude towards the media.  In the dependency theory, it is understood that people depend on media to achieve certain needs and goals, yet such a dependence on media is not equal among all; high dependency, therefore, correlates to the number of needs that the media can meet as well as whether or not it is a time of social change and conflict

For more information, read Uses & Gratifications/Dependency Theory at California State University, Fresno.