Framing Theory is defining the way media and media gatekeepers organize and present the events and issues they cover, and the way audiences interpret what they are provided (“UT”,2018), while Use and Gratification Theory indicates that media customers as active mediating factors in functional analysis of media effects. The former stresses more on message framed during communication while the latter on how the audience actively take part in the procedure.

By Dongqing Xu, Ning Zhan, Osung Kwon.