chapter 13: uses and gratifications theory (UGT) Flashcards
mass society theory
the idea that average people are the victims of the powerful forces of mass media
limited effects theories
the perspective replacing Mass Society Theory; holds that media effects are limited by
aspects of the audience’s personal and social lives
individual differences perspective
a specific approach to the idea of limited effects; concentrates on the limits
posed by personal characteristics
social categories model
a specific approach to the idea of limited effects; concentrates on the limits posed
by group membership
uses and gratifications theory (UGT)
theory explaining how people actively choose media to fulfill specific needs or goals, emphasizing audience agency in media consumption
fraction of selection
Schramm’s idea of how media choices are made; the expectation of reward divided by
the effort required
cognitive needs
using the media as a source of information
affective needs
using the media for a pleasant experience
personal needs
using the media as a source for enhancing personal credibility
social needs
using media to enhance connections with others
tension release needs
using media for escape or diversion
parasocial interaction
the relationship we feel we have with people we know only through the media
active audience
the idea that audiences have a voluntaristic and selective orientation toward media use
activity
refers to what the media consumer does
utility
the ability to utilize the media for the specific purpose they represent, such as; using a traffic app to
navigate a trip
