Question 1

Which of these conclusions reflects a "straight-line effect of media"?

Accepted Answer

A)  Both Caroline and Ralph thought it was a good film, but for different reasons: Caroline enjoyed the acting, while Ralph thought it has a good story. 
B)  It's hard to find a movie that both Caroline and Ralph enjoy, but they agree that they prefer to watch movies at home rather than in the theater. 
C)  Since it was a "feel good" movie, both Caroline and Ralph enjoyed it. 
D)  Since it was a "feel good" movie, Caroline was in a good mood but Ralph was miserable throughout the show. 
A)  Both Caroline and Ralph thought it was a good film, but for different reasons: Caroline enjoyed the acting, while Ralph thought it has a good story. 
B)  It's hard to find a movie that both Caroline and Ralph enjoy, but they agree that they prefer to watch movies at home rather than in the theater. 
C)  Since it was a "feel good" movie, both Caroline and Ralph enjoyed it. 
D)  Since it was a "feel good" movie, Caroline was in a good mood but Ralph was miserable throughout the show. C

Question 2

Reasons for media consumption should fit under only one media consumption in Rubin's typology.

Accepted Answer

A) True 
 B)False  False

Question 3

Social constructionists such as Mead or Pearce and Cronen assume that people create the worlds in which they inhabit with the meanings they develop. Where do our meaning about media and its usage come from?

Accepted Answer

Our meanings about media and its usage come from the social and cultural contexts in which we live. Social constructionists argue that our understanding of media is shaped by the interactions and conversations we have with others, as well as the larger societal norms and values that influence our perceptions. For example, the way we view social media and its impact on our lives is influenced by the discussions and debates we have with friends, family, and colleagues, as well as the broader cultural narratives about technology and communication. Additionally, our meanings about media and its usage are also shaped by the institutions and organizations that produce and distribute media, such as news outlets, entertainment companies, and advertising agencies. These entities play a significant role in shaping our understanding of media through the messages and representations they create and promote. Overall, our meanings about media and its usage are not inherent or fixed, but rather are constantly being constructed and negotiated within our social and cultural environments.

Question 4

Instead of asking, "What do media do to people?" Katz suggested the question to ask is:

Accepted Answer

A)  "how should we use media?" 
B)  "what do people do with media?" 
C)  "what effect does the media have on people?" 
D)  "why do people gravitate towards certain mediums?" 
A)  "how should we use media?" 
B)  "what do people do with media?" 
C)  "what effect does the media have on people?" 
D)  "why do people gravitate towards certain mediums?"

Question 5

Katz proposed that audiences are passive targets who are just waiting to be hit by a magic bullet.

Accepted Answer

A) True 
 B)False

Question 6

Katz suggests that ________ must be uncovered to understand people's media choices.

Accepted Answer

A)  needs versus wants 
B)  the source of our needs 
C)  the structure and hierarchies of motivations 
D)  underlying needs 
A)  needs versus wants 
B)  the source of our needs 
C)  the structure and hierarchies of motivations 
D)  underlying needs

Question 7

Bradley Greenberg suggested that, in addition to the eight categories given by Rubin, people may consume media because of ________.

Accepted Answer

A)  curiosity 
B)  habitual usage 
C)  need to individualize 
D)  social pressure 
A)  curiosity 
B)  habitual usage 
C)  need to individualize 
D)  social pressure

Question 8

How do issues of power factor into uses & grats? What might either Deetz or Hall suggest about the role of corporations in shaping our needs and perceptions of how those are fulfilled through media?

Accepted Answer

Issues of power are central to the conce

Question 9

A ________ relationship develops when viewers become attached to media personalities and characters.

Accepted Answer

A)  gratification 
B)  mediated 
C)  paranormal 
D)  parasocial 
A)  gratification 
B)  mediated 
C)  paranormal 
D)  parasocial

Question 10

For most critics, the emphasis on prediction and explanation rather than description is the strength of uses & grats theory.

Accepted Answer

A) True 
 B)False

Question 11

Katz' perspective was originally proposed when media choices were more limited (radio, movies, newspapers, and magazines). Does this theory still apply in the age of Twitter and text messages, Skype and social networking websites, iPods and interactive television?

Accepted Answer

Katz's perspective on media choices was

Question 12

The uses & grats approach focuses on the competition between media messages but stops short of considering how media competes with non-mediated activities.

Accepted Answer

A) True 
 B)False

Question 13

Uses & grats is a new theory and, as such, is still largely untested.

Accepted Answer

A) True 
 B)False

Question 14

A criticism of uses and gratification theory is that it:

Accepted Answer

A)  endorses the "magic-bullet" or "hypodermic-needle" model of mass communication. 
B)  emphasizes description rather than explanation and prediction. 
C)  rejects the idea of parasocial relationships as being a reason for media consumption. 
D)  portrays the consumers of media content as selfish, insatiable, and materialistic. 
A)  endorses the "magic-bullet" or "hypodermic-needle" model of mass communication. 
B)  emphasizes description rather than explanation and prediction. 
C)  rejects the idea of parasocial relationships as being a reason for media consumption. 
D)  portrays the consumers of media content as selfish, insatiable, and materialistic.

Question 15

Primarily an interpretative theory, uses & grats has been widely tested using qualitative methods.

Accepted Answer

A) True 
 B)False

Question 16

One of the key assumptions of uses and gratifications theory is that uses of media are inextricably tied to the gratifications people receive from those media.

Accepted Answer

A) True 
 B)False

Question 17

In Rubin's typology, each category includes both a(n) ________ and a(n) ________.

Accepted Answer

The answer of In Rubin's typology, each category includes both...

Question 18

Rubin's typology of eight categories addresses most explanations that people give for their media behavior. At least two other motivations were included in the chapter. Can you explain at least one novel (unaddressed in the chapter) motive?

Accepted Answer

One novel motive for media behavior that

Question 19

In the context of assumptions that underlie uses & grats, which of the following statements is true about media consumers' ability to discern and report the motivations behind their media choices?

Accepted Answer

A)  Researchers vary in their opinions of whether or not consumers can be trusted to efficiently report their reasons; the question remains debated. 
B)  Consumers are mostly unable to draw parallels between their media usage and the motivations behind it. 
C)  Millennials and educated consumers are most capable of accurately reporting the motivations behind their media use. 
D)  Consumers are overly self-serving; they are more likely to give socially desirable answers than accurate reports. 
A)  Researchers vary in their opinions of whether or not consumers can be trusted to efficiently report their reasons; the question remains debated. 
B)  Consumers are mostly unable to draw parallels between their media usage and the motivations behind it. 
C)  Millennials and educated consumers are most capable of accurately reporting the motivations behind their media use. 
D)  Consumers are overly self-serving; they are more likely to give socially desirable answers than accurate reports.

Question 20

Assuming that people are capable of accurately self-reporting their own motives, but also aware that as communicators we all engage in some face-management, what motives do you think are minimized (and hence, under-reported) and which are exaggerated (over-reported)?

Accepted Answer

It is likely that motives related to sel

Exam 28: Uses and Gratifications

Which of these conclusions reflects a "straight-line effect of media"?

Reasons for media consumption should fit under only one media consumption in Rubin's typology.

Social constructionists such as Mead or Pearce and Cronen assume that people create the worlds in which they inhabit with the meanings they develop. Where do our meaning about media and its usage come from?

Instead of asking, "What do media do to people?" Katz suggested the question to ask is:

Katz proposed that audiences are passive targets who are just waiting to be hit by a magic bullet.

Katz suggests that ________ must be uncovered to understand people's media choices.

Bradley Greenberg suggested that, in addition to the eight categories given by Rubin, people may consume media because of ________.

How do issues of power factor into uses & grats? What might either Deetz or Hall suggest about the role of corporations in shaping our needs and perceptions of how those are fulfilled through media?

A ________ relationship develops when viewers become attached to media personalities and characters.

For most critics, the emphasis on prediction and explanation rather than description is the strength of uses & grats theory.

Katz' perspective was originally proposed when media choices were more limited (radio, movies, newspapers, and magazines). Does this theory still apply in the age of Twitter and text messages, Skype and social networking websites, iPods and interactive television?

The uses & grats approach focuses on the competition between media messages but stops short of considering how media competes with non-mediated activities.

Uses & grats is a new theory and, as such, is still largely untested.

A criticism of uses and gratification theory is that it:

Primarily an interpretative theory, uses & grats has been widely tested using qualitative methods.

One of the key assumptions of uses and gratifications theory is that uses of media are inextricably tied to the gratifications people receive from those media.

In Rubin's typology, each category includes both a(n) ________ and a(n) ________.

Rubin's typology of eight categories addresses most explanations that people give for their media behavior. At least two other motivations were included in the chapter. Can you explain at least one novel (unaddressed in the chapter) motive?

In the context of assumptions that underlie uses & grats, which of the following statements is true about media consumers' ability to discern and report the motivations behind their media choices?

Assuming that people are capable of accurately self-reporting their own motives, but also aware that as communicators we all engage in some face-management, what motives do you think are minimized (and hence, under-reported) and which are exaggerated (over-reported)?

Launching Your Study of Communication Theory

Talk About Theory

Weighing the Words

Mapping the Territory Seven Traditions in the Field of Communication Theory

Symbolic Interactionism

Coordinated Management of Meaning Cmm

Expectancy Violations Theory

Social Penetration Theory

Uncertainty Reduction Theory

Social Information Processing Theory

Relational Dialectics Theory

Communication Privacy Management Theory

Media Multiplexity Theory

Social Judgment Theory

Elaboration Likelihood Model

Cognitive Dissonance Theory

Functional Perspective on Group Decision Making

Symbolic Convergence Theory

Cultural Approach to Organizations

Communicative Constitution of Organizations

Critical Theory of Communication in Organizations

The Rhetoric

Dramatism

Narrative Paradigm

Media Ecology

Semiotics

Cultural Studies

Cultivation Theory

Agenda-Setting Theory

Genderlect Styles

Standpoint Theory

Muted Group Theory

Communication Accommodation Theory

Face-Negotiation Theory

CC-Cultural Theory

Common Threads in Comm Theories

Filters

In Rubin's typology, each category includes both a(n) and a(n) .