Likewise, Windahl (1981) also sought to advance U&G theoretically. In his
“Uses and Gratifications at the Crossroads,” he argued that the primary difference
between the traditional effects approach and the U&G approach is that a media effects
researcher usually examines mass communication from the perspective of the
communicator, whereas the U&G researcher uses the audience as a point of departure.
Believing it was more beneficial to emphasize similarities than differences,
Windahl coined the term conseffects and argued for a synthesis of the two approaches