From Uses and Gratifications to Algorithmic Interaction MODELS: the evolution of theoretical approaches in studying digital media user behavior

Received : 02/11/2025 - Accepted : 09/05/2026 - Published: 30/06/2026

Abstract

Theoretical approaches in the field of media and communication studies have undergone significant transformations in light of the evolution of the digital environment and the proliferation of smart platforms. This shift necessitates a critical review of the conceptual frameworks required to understand digital user behavior.

The Uses and Gratifications theory has traditionally served as a foundational reference for explaining individuals' motivations for media consumption, based on the premise that the audience acts as an active agent capable of free, autonomous choice to satisfy their communicative needs. However, the contemporary media landscape—characterized by the dominance of algorithms in platforms such as Facebook, YouTube, and TikTok—demands a reassessment of this logic. The relationship between the medium and the user has shifted from a state of "free choice" to one governed by "algorithmic curation," which reshapes the user experience according to pre-defined technical parameters.

This study seeks to analyze the evolution of theoretical approaches from classical behavioral models, primarily Uses and Gratifications, to algorithmic interaction models that focus on the latent dynamics employed by algorithms to influence user choices and behaviors. Consequently, it addresses a central research problem: How can the transition from user agency to algorithmic dependency be explained within the digital communication environment?

To address this issue, the study adopts a descriptive-analytical approach based on a review of recent literature. The analytical perspective is grounded in evidence suggesting that the technical architecture of digital platforms imposes fundamental constraints on individual autonomy, confining choices within what are known as "filter bubbles" and "echo chambers." This has fundamentally altered patterns of media reception and contemporary consumption.

Ultimately, this study aims to construct an integrative theoretical framework that bridges the principles of traditional communicative action with the requirements of an AI-driven digital environment. This effort strives to offer a more profound and comprehensive understanding of the characteristics of digital user behavior among Arab audiences within a technical ecosystem defined by content personalization and automation.