ABSTRACT
In each chapter of this book, the behavior of the audience has been referred to in some capacity. The theoretical foundations of uses and gratifications and media dependency speak to the desires of the audience and their needing certain mass media systems to satisfy multiple needs. It is this consistent satisfaction of needs by media sources that leads to the conclusion that although participation in the mass media is voluntary, there will always be volunteers. It has also become clear that mass media organizations align their content decision making with the expectations, desires, and ultimately the behavior of an active audience seeking certain media outlets.
