Uses and rewards of television according to child receivers

Abstract

The Uses and Gratifications Approach is based on claiming that the receiver of communication is an active subject capable of selecting the media and their contents, in his eagerness of finding satisfactors to his needs. This paper is the result of a research carried out in students of Sixth Year of Primary School in Los Mochis, Sinaloa, Mexico; and it explains how and why this audience use television as a satisfactor of some of their personal needs, where the social environment in which they live, their habits of leisure and the contents of their favourite television programs are their determining factors.