Question 1

Uses and Gratifications Theory views the audience as passive.

Accepted Answer

A) True 
 B)False  False

Question 2

Provide an example of how the media can fulfill the following needs: cognitive, affective, and social integrative.

Accepted Answer

The media can fulfill various human needs, including cognitive, affective, and social integrative needs, by providing content that caters to these specific areas. Here's how the media can address each of these needs through different types of content:

1. Cognitive Needs:
Cognitive needs are related to the desire for knowledge, information, and understanding. The media fulfills these needs by offering educational content, news, documentaries, expert analysis, and informative articles. For example, a science documentary on a television channel like National Geographic or a podcast discussing the latest technological advancements can satisfy viewers' or listeners' cognitive needs by providing them with new information and insights that help them understand the world better.

2. Affective Needs:
Affective needs pertain to emotional experiences and the desire for pleasure, enjoyment, or aesthetic stimulation. The media meets these needs by providing entertainment, such as movies, music, literature, and art. For instance, a romantic comedy film can fulfill affective needs by evoking emotions like happiness and laughter, while a gripping novel can provide an emotional escape and stimulate the reader's imagination.

3. Social Integrative Needs:
Social integrative needs involve the desire for social and cultural connection, including a sense of belonging, social interaction, and family and community ties. The media addresses these needs by offering content that encourages social engagement and cultural participation. For example, social media platforms like Facebook or Twitter allow users to connect with friends and family, share experiences, and participate in community discussions. Additionally, television shows or events like the Olympics can bring people together, fostering a sense of community and shared experience.

In summary, the media serves as a multifaceted platform that can cater to various human needs by providing a wide range of content, from informative and educational to entertaining and socially engaging, thus playing a significant role in people's lives by addressing their cognitive, affective, and social integrative needs.

Question 3

Uses and Gratifications theorists believe that audiences frequently are duped and unaware of the influence of the media.

Accepted Answer

A) True 
 B)False  False

Question 4

New research has found that although the Internet is a new medium, people seek out its content in much the same way that they previously used other forms of media for that same need.

Accepted Answer

A) True 
 B)False

Question 5

Uses and gratifications theorists argue that activeness

Accepted Answer

A)  is relative 
B)  relates only to latent-level effects 
C)  often varies by time of day and type of content 
D)  is relative AND often varies by time of day and type of content 
A)  is relative 
B)  relates only to latent-level effects 
C)  often varies by time of day and type of content 
D)  is relative AND often varies by time of day and type of content

Question 6

Vincent listens to the traffic report on his car radio when he is stuck in rush hour traffic. This is an example of activeness.

Accepted Answer

A) True 
 B)False

Question 7

The approach to knowing that characterizes the research undertaken using UGT is

Accepted Answer

A)  positivistic/empirical 
B)  critical 
C)  interpretive/hermeneutic 
D)  semiotic 
A)  positivistic/empirical 
B)  critical 
C)  interpretive/hermeneutic 
D)  semiotic

Question 8

Uses and Gratifications Theory has had little application outside of television.

Accepted Answer

A) True 
 B)False

Question 9

The form of audience activity in which consumers may actively avoid certain types of media influence is called

Accepted Answer

A)  Utility 
B)  selectivity 
C)  intentionality 
D)  imperviousness to influence 
A)  Utility 
B)  selectivity 
C)  intentionality 
D)  imperviousness to influence

Question 10

Uses and Gratifications Theory counters the limited effects paradigm.

Accepted Answer

A) True 
 B)False

Question 11

The main idea behind Uses and Gratifications Theory (UGT) is that

Accepted Answer

A)  people cannot articulate the reasons or gratifications underlying their media consumption 
B)  people do not realize they are being influenced by the media 
C)  people's social reality is affected over the long term by media content and portrayals 
D)  people actively seek out specific media and content to obtain specific gratifications 
A)  people cannot articulate the reasons or gratifications underlying their media consumption 
B)  people do not realize they are being influenced by the media 
C)  people's social reality is affected over the long term by media content and portrayals 
D)  people actively seek out specific media and content to obtain specific gratifications

Question 12

Schramm's fraction of selection is calculated by

Accepted Answer

A)  multiplying the effort required by the expectation of reward 
B)  dividing the expectation of reward by the effort required 
C)  adding the effort required to the expected reward 
D)  subtracting the effort required from the expectation of reward 
A)  multiplying the effort required by the expectation of reward 
B)  dividing the expectation of reward by the effort required 
C)  adding the effort required to the expected reward 
D)  subtracting the effort required from the expectation of reward

Question 13

The communication tradition most closely associated with UGT is

Accepted Answer

A)  socio-cultural 
B)  phenomenological 
C)  socio-psychological 
D)  critical 
A)  socio-cultural 
B)  phenomenological 
C)  socio-psychological 
D)  critical

Question 14

Whereas activity refers to what individuals do with media, _________ refers to an individual's freedom and autonomy in the mass communication process.

Accepted Answer

A)  cultivation 
B)  congruence 
C)  activeness 
D)  activation 
A)  cultivation 
B)  congruence 
C)  activeness 
D)  activation

Question 15

How can social situations generate media use? Provide examples to illustrate.

Accepted Answer

Social situations can generate media use

Question 16

According to Uses and Gratifications theorists, using e-mail or instant messenger satisfies which need?

Accepted Answer

A)  social integrative 
B)  cognitive 
C)  tension release 
D)  aesthetic 
A)  social integrative 
B)  cognitive 
C)  tension release 
D)  aesthetic

Question 17

Uses and Gratifications Theory has been criticized

Accepted Answer

A)  because it has strayed too far from the limited effects paradigm 
B)  for its emphasis on the use of symbols, not on how people use information from the media 
C)  for its notion of the active audience 
D)  because its assumptions focus on producers of media content and not on audience members 
A)  because it has strayed too far from the limited effects paradigm 
B)  for its emphasis on the use of symbols, not on how people use information from the media 
C)  for its notion of the active audience 
D)  because its assumptions focus on producers of media content and not on audience members

Question 18

Dan and Mona want to install a new window in their bathroom. They go to the video store and rent "How to Install Windows in 30 Minutes or Less." Dan and Mona are satisfying which of the following needs?

Accepted Answer

A)  affective 
B)  cognitive 
C)  personal integrative 
D)  tension release 
A)  affective 
B)  cognitive 
C)  personal integrative 
D)  tension release

Question 19

Describe Schramm's Fraction of Selection and apply it to cell phone text messaging. Discuss what kinds of expected gratifications might make it more attractive than other forms of mediated communication.

Accepted Answer

Schramm's Fraction of Selection is a com

Question 20

LaRose and Eastin suggest that UGT can explain Internet use, but can be enhanced by the addition of some new variable, such as expected activity outcomes.

Accepted Answer

A) True 
 B)False

Exam 23: Uses and Gratifications Theory

Uses and Gratifications Theory views the audience as passive.

Provide an example of how the media can fulfill the following needs: cognitive, affective, and social integrative.

Uses and Gratifications theorists believe that audiences frequently are duped and unaware of the influence of the media.

New research has found that although the Internet is a new medium, people seek out its content in much the same way that they previously used other forms of media for that same need.

Uses and gratifications theorists argue that activeness

Vincent listens to the traffic report on his car radio when he is stuck in rush hour traffic. This is an example of activeness.

The approach to knowing that characterizes the research undertaken using UGT is

Uses and Gratifications Theory has had little application outside of television.

The form of audience activity in which consumers may actively avoid certain types of media influence is called

Uses and Gratifications Theory counters the limited effects paradigm.

The main idea behind Uses and Gratifications Theory (UGT) is that

Schramm's fraction of selection is calculated by

The communication tradition most closely associated with UGT is

Whereas activity refers to what individuals do with media, _________ refers to an individual's freedom and autonomy in the mass communication process.

How can social situations generate media use? Provide examples to illustrate.

According to Uses and Gratifications theorists, using e-mail or instant messenger satisfies which need?

Uses and Gratifications Theory has been criticized

Dan and Mona want to install a new window in their bathroom. They go to the video store and rent "How to Install Windows in 30 Minutes or Less." Dan and Mona are satisfying which of the following needs?

Describe Schramm's Fraction of Selection and apply it to cell phone text messaging. Discuss what kinds of expected gratifications might make it more attractive than other forms of mediated communication.

LaRose and Eastin suggest that UGT can explain Internet use, but can be enhanced by the addition of some new variable, such as expected activity outcomes.

Thinking About Communication: Definitions, Models, and Ethics

Thinking About the Field: Traditions and Contexts

Thinking About Theory and Research

Symbolic Interaction Theory

Coordinated Management of Meaning

Cognitive Dissonance Theory

Expectancy Violations Theory

Uncertainty Reduction Theory

Social Exchange Theory

Social Penetration Theory

Relational Dialectics Theory

Communication Privacy Management Theory

Social Information Processing

Groupthink

Structuration Theory

Organizational Culture Theory

Organizational Information Theory

The Rhetoric

Dramatism

The Narrative Paradigm

Agenda Setting Theory

Spiral of Silence Theory

Cultivation Theory

Cultural Studies

Media Ecology Theory

Face-Negotiation Theory

Communication Accommodation Theory

Muted Group Theory

Feminist Standpoint Theory

Filters