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Questions and Answers
Who originally coined the uses and gratifications theory?
What main question does the uses and gratifications theory aim to answer?
According to McQuail, Blumler, and Brown, what is NOT one of the reasons people listen to quiz shows?
Which decade did Herza Herzog's findings challenge traditional views on media effects?
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What assumption suggests that media users are more aware of their media consumption reasons?
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Which of the following is NOT one of the vital assumptions in the uses and gratifications theory?
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How does the uses and gratifications theory view the audience in media consumption?
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What research method does the uses and gratifications theory contrast with?
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Who is associated with the notion that audience members listen to radio shows for different reasons?
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What is a fundamental question posed by the uses and gratifications theory about media consumption?
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Study Notes
Uses and Gratifications Theory
- Coined in the early 1940s by Katz and Blumler, this theory understands why people use certain types of media, what needs they have to use them, and what gratifications they get from using them.
Audience-Centered Approach
- Focuses on "what do people do with the media?" rather than "what media do with the people?"
- Recognizes that people are capable of making up their own minds, accepting or rejecting media messages, and using media for various reasons and in different ways.
The Importance of Needs in U&G
- Two assumptions:
- Audiences are active media members, selecting preferred content that they consume.
- Media users are aware of the reasons why they choose the particular media they consume.
Vital Assumptions
- Media influence on behavior is through psychological factors.
- Media usage is goal-oriented.
- A particular media is selected based on its ability to satisfy specific needs and wants.
- Media is in competition with other communication types.
- People have control over their media choices, and media influences them greatly.
Categorization of Needs
- Affective needs
- Cognitive needs
- Personal needs
- Integrative needs
- Tension-free needs
- Developed by Katz, Gurevitch, and Haas in 1973
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Description
This quiz covers the Uses and Gratifications Theory, a concept introduced by Katz and Blumler in 1974, to understand why people use certain types of media and what needs they fulfill. It's an important topic in online culture and media studies.
