Chapter 28 - Uses and Gratifications

Question 1

Uniform Effects Model

Answer 1

The view that exposure to a media message affects everyone in the audience in a similar way (aka “magic bullet” or “hypodermic needle” model

Question 2

Straight-Line Effect

Answer 2

a specific effect on behavior predicted from media content alone, with little consideration of the differences in people who consume the content

Question 3

Why do people make the media choices they do?

Answer 3

The point of U&G Theory is that 1) People have their reasons. 2) It depends on the individual

Question 4

Typology

Answer 4

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

Question 5

Rubin’s Typologies

Answer 5

1) Passing time - doing something. 2) Companionship - watching in a group [sports]. 3) Escape - avoidance of real-life pressures. 4) Enjoyment - simple pleasures. 5) Social interaction - TV texts provide common ground. 6) Relaxation - sedative effect. 7) Information - surveillance function of news. 8) Excitement - from mild arousal to intense thrill.

Question 6

Parasocial Relationships

Answer 6

A sense of friendship or emotional attachment that develops between TV viewers and media personalities