Chapter 9

Question 1

Uses and gratifications model

Answer 1

describes how social and psychological factors cause audience members to select different media fare and experience different media effects

Question 2

What question does the uses and gratifications model address?

Answer 2

How do motivations and behavior explain how and why people use the media?

Question 3

What are the four assumptions of the U&G model?

Answer 3

1. The active audience
2. Media used for gratifications
3. Social and Psychological factors affect
4. Competition and mediation

Question 4

Describe the Active Audience Assumption

Answer 4

assumes viewers are active participants in the communication process with activity varying based on personal motivations, goals, and needs.

Question 5

Describe the Media Use for Gratifications assumption

Answer 5

emphasizes that media is chosen to gratify the needs or wants of the audience member. Achieved proactively or passively. Use can be ritualized or instrumental (goal oriented).

Question 6

Describe the Social and Psychological Factors assumption

Answer 6

social and psychological factors like personailty and social circumstances mediate people’s reactions to media

Question 7

Describe the Competition and Mediation assumption

Answer 7

media compete with other forms of communication to gratify our needs and wants while initiatives of the viewers mediate the effect of media.

Question 8

Describe the Transactional Model of U&G

Answer 8

Media messages are as mediated by the characteristics of the message and the psychological orientation of the audience.

Question 9

Describe the Gratification-Seeking and Audience Activity Model of U&G

Answer 9

Viewer’s attention to content determined by gratifications sought and viewers attitude, i.e. viewer’s involvement with the message.

Question 10

Describe the Expectancy-Value Model of U&G

Answer 10

explains a person’s behavior, intentions, and attitudes as a function of expectancy and evaluation

Question 11

Describe the Uses and Dependency Model of U&G

Answer 11

The degree of a user’s dependency on a media determines the degree of the media’s effects.

Question 12

What are criticisms of Uses and Gratifications model?

Answer 12

1. Too individualistic
2. Lack of synthesis of research findings
3. Differences and lack of clarity among key concepts
4. The active audience and use of self-reporting