chapter 13: uses and gratifications theory

Question 1

mass society theory

Answer 1

the idea that average people are the victims of the powerful forces of mass media

Question 2

limited effects theories

Answer 2

the perspective replacing Mass Society Theory; holds that media effects are limited by
aspects of the audience’s personal and social lives

Question 3

individual differences perspective

Answer 3

a specific approach to the idea of limited effects; concentrates on the limits
posed by personal characteristics

Question 4

social categories model

Answer 4

a specific approach to the idea of limited effects; concentrates on the limits posed
by group membership

Question 5

uses and gratifications theory (UGT)

Answer 5

theory explaining how people actively choose media to fulfill specific needs or goals, emphasizing audience agency in media consumption

Question 6

fraction of selection

Answer 6

Schramm’s idea of how media choices are made; the expectation of reward divided by
the effort required