Uses and Gratification Theory Quiz

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Questions and Answers

According to Katz, Gurevitch, and Haas, what type of needs are addressed by media consumption?

Affective, social, and personal needs

Cognitive, affective, personal integrative, social integrative, and tension-free needs (correct)

Entertainment, educational, and persuasive needs

Cognitive, informational, and recreational needs

What is a primary criticism of the Uses and Gratification Theory?

It overemphasizes the role of the audience.

It focuses too much on interpersonal communication.

It underplays the power of the media. (correct)

It ignores the cognitive needs of the audience.

Which of the following is NOT considered a primary basic need that media fulfills according to the passage?

Information

Persuasion (correct)

Entertainment

Education

The Uses and Gratification Theory primarily shifts the focus of mass communication studies to which element?

The individual members of the audience (A) Signup and view all the answers

What does the term 'personal integrative needs' refer to, according to Katz's categorization?

The need to reinforce one's self-worth and identity through media. (B) Signup and view all the answers

Which of these best represents 'affective needs' in the context of media consumption?

The need for emotional experiences and feelings. (D) Signup and view all the answers

What main aspect does the Uses and Gratification Theory underplay in its approach?

The power of the media itself. (B) Signup and view all the answers

What is a key contribution of the Uses and Gratification Theory, despite its criticisms?

It places importance on the individual audience members and their needs. (A) Signup and view all the answers

What is a key characteristic that distinguishes mass communication from other forms of communication?

It relies on unique tools to reach many recipients. (B) Signup and view all the answers

What is the primary difference in feedback between interpersonal and mass communication?

Interpersonal feedback is immediate, while mass communication feedback is delayed and more complex. (D) Signup and view all the answers

Which of the following best describes the scope of mass communication?

The mechanism of widespread information distribution within regions and globally (D) Signup and view all the answers

What primary role do print, electronic, and cyber journalism play in society?

They largely shape the styles, choices, attitudes, and aspirations of the masses. (B) Signup and view all the answers

Which of the following best describes the basic definition of mass communication?

A public communication transmitted electronically or mechanically. (C) Signup and view all the answers

Why has the study of journalism and mass communication become increasingly important?

Because of the growing influence of media on people's modes of thought and behaviour. (C) Signup and view all the answers

Which of the following is NOT one of the categories of needs and gratifications identified by Katz, Gurevitch, and Haas?

Emotional needs (A) Signup and view all the answers

What is the main function of 'Check Your Progress Questions' within the self-instructional content structure described?

To test the reader's understanding of the material covered (C) Signup and view all the answers

What is the main objective of critical theory in the context of media?

To highlight the underlying faults of media practice and connect them to social issues. (A) Signup and view all the answers

According to the material, what is provided at the end of each unit for recapitulation?

A summary, key words, self-assessment questions and exercises. (C) Signup and view all the answers

What is the focus of the applied theory of mass communication?

Developing ways to make mass communication more effective. (C) Signup and view all the answers

In the context of mass communication, what does 'dissemination of information' refer to?

Distributing knowledge and messages to different groups. (D) Signup and view all the answers

What does the socio-centric approach primarily view media as?

A reflection of economic, social, and political forces. (D) Signup and view all the answers

What is the primary characteristic that defines the structure of the book 'Introduction to Mass Communication'?

It follows a self-instructional format. (D) Signup and view all the answers

How can communication be categorized?

Based on the level, direction, and nature of communication. (B) Signup and view all the answers

What does the socio-centric approach propose regarding media theory?

It is an application of broader social theory. (C) Signup and view all the answers

According to Schramm's model, what is the role of the encoder?

To create the message. (B) Signup and view all the answers

What is meant by 'field of experience' in Schramm's communication model?

The combination of individual and shared experiences influencing communication. (B) Signup and view all the answers

In Schramm's model, the medium is significant because it:

Needs to be comprehendible to both sender and receiver. (C) Signup and view all the answers

What does 'frame of reference' refer to in the context of communication?

The individual's personal values, needs, and social conditions and their impact on communication. (B) Signup and view all the answers

What is the primary focus of Westley and MacLean's Model?

The role of mass media in communication. (C) Signup and view all the answers

How does Schramm’s model depict communication?

As an interactive process where both parties contribute through encoding, decoding, and feedback. (A) Signup and view all the answers

In the context of the described system, if entity A's relationship with C changes, what is a likely consequence for entity B?

B's relationship with C or A will also need to adjust. (A) Signup and view all the answers

According to the content, what is a common factor of shared communication between sender and receiver?

A shared field of experience and common medium being used. (D) Signup and view all the answers

What does the concept of 'symmetry' refer to within the communication structure?

A balanced communication dynamic between A and B in relation to C. (D) Signup and view all the answers

How does the Westley and MacLean’s model build upon Newcomb’s Model?

By adding the concept of editorial-communicating function relating to mass media. (C) Signup and view all the answers

In the election example, what 'A', 'B', and 'C' represent respectively?

A: Political party, B: The people, C: Election (D) Signup and view all the answers

What is a key factor in determining the outcome of an election?

The success of political communication in influencing the people. (B) Signup and view all the answers

What happens to relationship between A and B if communication is unsuccessful during an election?

The relationship will change because environment C has changed. (B) Signup and view all the answers

How is this communication model relevant to today's information age?

It is highly relevant because knowledge and news are vital for governance. (C) Signup and view all the answers

What does the text propose is needed for 'good governance'?

Democratization of public policy through intense communication. (B) Signup and view all the answers

What sociological theory does this communication model relate with?

Theory of equilibrium. (B) Signup and view all the answers

What is the central question explored when analyzing the function of mass communication?

The cause and effect relationship between media and society. (B) Signup and view all the answers

What does the concept of 'cultural difference' in mass communication suggest?

Cultural factors influence media production and consumption. (B) Signup and view all the answers

Which of the following is considered when analyzing cause-and-effect in mass communication?

The consequences of media messages and the appeal of the media institution. (C) Signup and view all the answers

Which factor influences media usage and production, according to the text, despite the universal nature of technology?

Cultural practices. (C) Signup and view all the answers

Based on the text, how should media studies approach the issue of media and cultural difference?

By examining how cultural differences affect media practices and workings of media institutions. (D) Signup and view all the answers

The issues raised in the text are most directly applicable to which type of nations?

Nations that are fully or partially developed with secular societies and free market economies. (A) Signup and view all the answers

What is implied by the statement that media practices become a 'form of resistance'?

A challenge to universal standards imposed through technology. (A) Signup and view all the answers

What underlying assumption might someone make when dismissing the applicability of the discussed issues to non-'western' countries?

That issues in media are only relevant to secular and democratic countries. (C) Signup and view all the answers

Study Notes

Introduction to Mass Communication Course

Course title: Introduction to Mass Communication
Course code: 112 53
Semester: V
University: Alagappa University
Department: Directorate of Distance Education

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Description

Test your understanding of the Uses and Gratification Theory with this quiz. Explore the needs addressed by media consumption, criticisms of the theory, and key concepts introduced by Katz, Gurevitch, and Haas. Engage with vital aspects of mass communication and its distinctions from other communication forms.