Assumptions of Uses and Gratifications Research
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Questions and Answers

According to the text, what was the early view of media's impact on the audience?

  • Media had a neutral impact on the audience
  • Media had a positive impact on the audience
  • Media had a negative impact on the audience (correct)
  • Media had a mixed impact on the audience

    • What term is used to describe the state of apathy induced by media exposure?

  • Active audience
  • Narcotising dysfunction (correct)
  • Hypodermic needle
  • Mass deception

    • Who authored the early work 'The Psychology of Radio' and explored the psychological effects of mass communication?

  • Dependency Theory
  • Expectancy Theory
  • Chatterjee
  • Cantril and Allport (correct)

    • According to the text, what is the definition of conformity?

    <p>Change in behavior or attitudes caused by social influence</p> Signup and view all the answers

    According to the text, what was the popular image of future media in the post-World War II period?

    <p>Television as an instrument of social oppression</p> Signup and view all the answers

    What is the most frequently voiced assumption regarding the effects of media?

    <p>Causal link between violent media and violent behavior</p> Signup and view all the answers

    According to the text, what are the cognitive needs fulfilled by media?

    <p>Acquiring information, knowledge, and understanding</p> Signup and view all the answers

    Which research design focuses on studying associations or relationships among multiple variables rather than studying the effects of one variable on another?

    <p>Correlational design</p> Signup and view all the answers

    What type of research in psychology is concerned with understanding human behavior?

    <p>Qualitative research</p> Signup and view all the answers

    Which method is frequently used to collect qualitative data in psychology?

    <p>Interview</p> Signup and view all the answers

    What type of analysis is used to investigate the nature of media representation and can be both quantitative and qualitative?

    <p>Content analysis</p> Signup and view all the answers

    Which theory suggests that people watch TV shows that they expect will fulfill their needs and highly recommended, and then weigh up how well those needs have been gratified in order to make a decision to repeat the behavior in the future?

    <p>Expectancy Theory</p> Signup and view all the answers

    According to the Active Audience Theory, how do audiences decode media messages?

    <p>All of the above</p> Signup and view all the answers

    What is the characteristic of the Experimental method used in media research?

    <p>All of the above</p> Signup and view all the answers

    What is the purpose of survey methods in media research?

    <p>To gather data as part of a large project using a variety of methods</p> Signup and view all the answers

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