Question 1

Blumler offered several suggestions as to the kinds of audience activity in which consumers could engage. These include

Accepted Answer

A)  utility 
B)  intentionality 
C)  selectivity 
D)  all of these 
A)  utility 
B)  intentionality 
C)  selectivity 
D)  all of these

Question 2

Which of the following is NOT an assumption associated with Uses and Gratifications Theory?

Accepted Answer

A)  The audience is active, and its media use is goal directed. 
B)  Value judgments of media content can only be made by researchers and theorists. 
C)  The media compete with other sources to provide need satisfaction. 
D)  People are aware enough of their own media use, interests, and motives to be able to provide researchers with accurate data. 
A)  The audience is active, and its media use is goal directed. 
B)  Value judgments of media content can only be made by researchers and theorists. 
C)  The media compete with other sources to provide need satisfaction. 
D)  People are aware enough of their own media use, interests, and motives to be able to provide researchers with accurate data.

Question 3

The argument that UGT does not address ethical concerns about journalism (such as reporters inventing quotes) relates to which criterion for evaluating theory?

Accepted Answer

A)  utility 
B)  heurism 
C)  parsimony 
D)  logical consistency 
A)  utility 
B)  heurism 
C)  parsimony 
D)  logical consistency

Question 4

Compare and contrast audience activity and audience activeness.

Accepted Answer

Audience activity and audience activenes

Question 5

The idea that the media compete with other sources for need satisfaction is related to which of the following statements about media effects, within the Uses and Gratifications perspective?

Accepted Answer

A)  Audience members are not always totally free in their uses of media. 
B)  Social situations can create an awareness of problems that demand attention, information about which may be sought through the media. 
C)  The media and their audiences are part of the larger society, and are influenced by that society. 
D)  Social situations can impoverish real-life opportunities to satisfy certain needs. 
A)  Audience members are not always totally free in their uses of media. 
B)  Social situations can create an awareness of problems that demand attention, information about which may be sought through the media. 
C)  The media and their audiences are part of the larger society, and are influenced by that society. 
D)  Social situations can impoverish real-life opportunities to satisfy certain needs.

Question 6

Louie's partner left him several months ago. Now when he arrives home, he turns on the television for companionship. This is an example of using media as

Accepted Answer

A)  diversion 
B)  surveillance 
C)  personal relationships 
D)  none of these 
A)  diversion 
B)  surveillance 
C)  personal relationships 
D)  none of these

Question 7

Limited effects theories argue that the influence of media is minimized by

Accepted Answer

A)  audience members' associations and group affiliations 
B)  audience members' particular selections of media content 
C)  the amount of time an audience member spends consuming media 
D)  all of these 
A)  audience members' associations and group affiliations 
B)  audience members' particular selections of media content 
C)  the amount of time an audience member spends consuming media 
D)  all of these

Question 8

Apply Uses and Gratifications to instant messaging. What concepts and principles of the theory relate? Which are not relevant?

Accepted Answer

Uses and Gratifications theory is a comm

Question 9

McQuail, Blumler, and Brown (1972) and Katz, Gurevitch, and Hass (1973) discovered that people use media to fulfill a need to either ____________ or ____________ other people.

Accepted Answer

A)  get to know/befriend 
B)  teach/learn from 
C)  influence/persuade 
D)  connect with/disconnect from 
A)  get to know/befriend 
B)  teach/learn from 
C)  influence/persuade 
D)  connect with/disconnect from

Question 10

Which of the following categories of audience gratifications refers to using the media to reinforce individual values?

Accepted Answer

A)  personal identity 
B)  surveillance 
C)  personal knowledge 
D)  individual values 
A)  personal identity 
B)  surveillance 
C)  personal knowledge 
D)  individual values

Question 11

How is Uses and Gratifications Theory related to the limited effects paradigm?

Accepted Answer

The Uses and Gratifications Theory and t

Question 12

Which of the following statements can be used to support the assumption that people's use of media and the gratifications they seek from it are intertwined with the world in which they live?

Accepted Answer

A)  Social situations can produce tensions and conflicts that people seek to divert through media consumption. 
B)  The world we live in contains information that makes us aware of things that are of interest to us, and we can find out more about those things through the media. 
C)  Sometimes the situations individuals find themselves in make the media the best source to turn to. 
D)  all of these 
A)  Social situations can produce tensions and conflicts that people seek to divert through media consumption. 
B)  The world we live in contains information that makes us aware of things that are of interest to us, and we can find out more about those things through the media. 
C)  Sometimes the situations individuals find themselves in make the media the best source to turn to. 
D)  all of these

Question 13

The initiative in linking need gratification to a specific medium choice rests with the audience member.

Accepted Answer

A) True 
 B)False

Question 14

Do you agree that Uses and Gratifications Theory is heuristic? Why or why not?

Accepted Answer

Yes, I agree that Uses and Gratification

Exam 23: Uses and Gratifications Theory

Blumler offered several suggestions as to the kinds of audience activity in which consumers could engage. These include

Which of the following is NOT an assumption associated with Uses and Gratifications Theory?

The argument that UGT does not address ethical concerns about journalism (such as reporters inventing quotes) relates to which criterion for evaluating theory?

Compare and contrast audience activity and audience activeness.

The idea that the media compete with other sources for need satisfaction is related to which of the following statements about media effects, within the Uses and Gratifications perspective?

Louie's partner left him several months ago. Now when he arrives home, he turns on the television for companionship. This is an example of using media as

Limited effects theories argue that the influence of media is minimized by

Apply Uses and Gratifications to instant messaging. What concepts and principles of the theory relate? Which are not relevant?

McQuail, Blumler, and Brown (1972) and Katz, Gurevitch, and Hass (1973) discovered that people use media to fulfill a need to either ____________ or ____________ other people.

Which of the following categories of audience gratifications refers to using the media to reinforce individual values?

How is Uses and Gratifications Theory related to the limited effects paradigm?

Which of the following statements can be used to support the assumption that people's use of media and the gratifications they seek from it are intertwined with the world in which they live?

The initiative in linking need gratification to a specific medium choice rests with the audience member.

Do you agree that Uses and Gratifications Theory is heuristic? Why or why not?

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

McQuail, Blumler, and Brown (1972) and Katz, Gurevitch, and Hass (1973) discovered that people use media to fulfill a need to either or other people.