Uses and Gratifications Approach History and Orientation ● Originated in the 1970s as a reaction to traditional mass ONE WAY communication research emphasizing the sender and the message.Stressing the active audience and user instead Psychological orientation taking needs,motives and gratifications of media users as the main point of departure.Uses and Gratifications Approach History and Orientation  Originated in the 1970s as a reaction to traditional mass communication research emphasizing the sender and the message. Stressing the active audience and user instead. Psychological orientation taking needs, motives and gratifications of media users as the main point of departure