Question 1

A(n) ________ is a sense of friendship or emotional attachment that develops between viewers and media personalities.

Accepted Answer

parasocial

Question 2

According to the chapter, which of the following illustrates the practical utility aspect of uses & grats?

Accepted Answer

A)  The conclusive findings of the theory have made most major media theories redundant, and that has opened up a new paradigm of media studies. 
B)  The theory helps in raising people's personal consciousness and realization and guides people while they take control of their media choices depending on the positive or negative effects. 
C)  The large volume of qualitative data from the theory has the potential to save the field of communication in the future. 
D)  With the emergence of more diverse forms of new media, the theory has ceased to have practical application. 
A)  The conclusive findings of the theory have made most major media theories redundant, and that has opened up a new paradigm of media studies. 
B)  The theory helps in raising people's personal consciousness and realization and guides people while they take control of their media choices depending on the positive or negative effects. 
C)  The large volume of qualitative data from the theory has the potential to save the field of communication in the future. 
D)  With the emergence of more diverse forms of new media, the theory has ceased to have practical application.

Question 3

Uses & grats relies on self-reported data. How is this both a strength and a potential weakness?

Accepted Answer

The use of self-reported data in Uses &

Question 4

________ refers to a classification scheme that attempts to sort a large number of specific instances into a more manageable set of categories.

Accepted Answer

The answer of ________ refers to a classification scheme that...

Question 5

Is Elihu Katz' position compatible with Walther's hyperpersonal perspective?

Accepted Answer

Elihu Katz is a sociologist and media sc

Question 6

Underlying needs drive individuals to different media behavior. Explain how this might lead to different outcomes from one person to another.

Accepted Answer

Underlying needs can drive individuals t

Question 7

Emma is overwhelmed with the amount of work she has to do in the next 48 hours. When she thinks about it, her blood pressure rises and she feels rather sick to her stomach. She finds that even 10 minutes of the video game Angry Birds helps to diffuse the situation. What is her most likely motivation?

Accepted Answer

A)  enjoyment 
B)  escape 
C)  excitement 
D)  passing time 
A)  enjoyment 
B)  escape 
C)  excitement 
D)  passing time

Question 8

Explain each of the eight motivations for TV viewing proposed by Rubin. Cite real-life examples to support your answer.

Accepted Answer

Rubin proposed eight motivations for TV

Question 9

In order to understand why people make the media choices they do, you must understand what underlying needs motivate our behavior.

Accepted Answer

A) True 
 B)False

Question 10

What is a parasocial relationship? Elaborate on how it is used in the consumer market.

Accepted Answer

A parasocial relationship is a one-sided

Question 11

How does Elihu Katz' media theory weave together media use and gratifications?

Accepted Answer

Elihu Katz, along with Jay G. Blumler an

Question 12

In order to understand what motivates media usage behavior, you need to uncover ________.

Accepted Answer

what needs are met o

Question 13

If people can't accurately report their own motives for media usage, which evaluation criteria is in question?

Accepted Answer

A)  predictability 
B)  simplicity 
C)  testability 
D)  utility 
A)  predictability 
B)  simplicity 
C)  testability 
D)  utility

Question 14

The ________ model assumes that a media message affects most consumers in the same way.

Accepted Answer

A)  global effects 
B)  limited effects 
C)  personal effects 
D)  uniform-effects 
A)  global effects 
B)  limited effects 
C)  personal effects 
D)  uniform-effects

Question 15

Explain one evaluation criteria that uses & grats fulfills and one where it falls short.

Accepted Answer

One evaluation criteria that Grats fulfi

Question 16

According to Elihu Katz, the same media message doesn't necessarily affect everyone the same way.

Accepted Answer

A) True 
 B)False

Question 17

Berelson thought the field of communication was doomed as media was no longer a persuasive medium. Other than Katz, what other theorists might beg to differ?

Accepted Answer

Bernard Berelson, a communication theori

Question 18

How does the uses & grats approach differ from the uniform-effects model?

Accepted Answer

The Uses and Gratifications (U&G) approa

Question 19

According to Katz, parasocial relationships tend to be destructive and anti-social.

Accepted Answer

A) True 
 B)False

Question 20

What are some potential reasons for the development of parasocial relationships?

Accepted Answer

There are several potential reasons for

Exam 28: Uses and Gratifications

A(n) ________ is a sense of friendship or emotional attachment that develops between viewers and media personalities.

According to the chapter, which of the following illustrates the practical utility aspect of uses & grats?

Uses & grats relies on self-reported data. How is this both a strength and a potential weakness?

________ refers to a classification scheme that attempts to sort a large number of specific instances into a more manageable set of categories.

Is Elihu Katz' position compatible with Walther's hyperpersonal perspective?

Underlying needs drive individuals to different media behavior. Explain how this might lead to different outcomes from one person to another.

Explain each of the eight motivations for TV viewing proposed by Rubin. Cite real-life examples to support your answer.

In order to understand why people make the media choices they do, you must understand what underlying needs motivate our behavior.

What is a parasocial relationship? Elaborate on how it is used in the consumer market.

How does Elihu Katz' media theory weave together media use and gratifications?

In order to understand what motivates media usage behavior, you need to uncover ________.

If people can't accurately report their own motives for media usage, which evaluation criteria is in question?

The ________ model assumes that a media message affects most consumers in the same way.

Explain one evaluation criteria that uses & grats fulfills and one where it falls short.

According to Elihu Katz, the same media message doesn't necessarily affect everyone the same way.

Berelson thought the field of communication was doomed as media was no longer a persuasive medium. Other than Katz, what other theorists might beg to differ?

How does the uses & grats approach differ from the uniform-effects model?

According to Katz, parasocial relationships tend to be destructive and anti-social.

What are some potential reasons for the development of parasocial relationships?

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