Hoofdstuk 23 Flashcards
What is the Uses and Gratifications Theory?
The Uses and Gratifications Theory (UGT) posits that audience members actively seek out specific media and content to satisfy their needs and generate specific gratifications. According to this theory, people are active participants in the communication process, capable of evaluating different types of media to achieve their communication goals.
What is the ‘Mass Society Theory’ and ‘Limited Effects Theory’?
The Mass Society Theory suggests that average people are helpless victims of the powerful forces of mass media. The Limited Effects Theory, which replaced the Mass Society Theory, argues that media effects are limited by aspects of the audience’s personal and social lives, such as individual differences and social categories.
What are the stages in the Uses and Gratifications analysis?
Uses and Gratifications analysis involves classifying reasons why people engage in different forms of media behavior, creating typologies representing all reasons for media use, and linking specific reasons for media use with variables like needs, goals, benefits, consequences of media use, and individual factors.
What are the key assumptions of the Uses and Gratifications Theory?
The audience is active and its media use is goal-oriented.
The initiative in linking need gratification to
What is the Uses and Gratifications Theory?
The Uses and Gratifications Theory suggests that audience members actively seek out specific media and content to satisfy their needs and generate specific gratifications. It emphasizes the active role of the audience in the mass communication process, suggesting they examine and evaluate various types of media to fulfill their communication goals.
What are the stages in the Uses and Gratification analysis?
The stages involve classifying reasons for media use (such as emotional release or learning), creating typologies that represent all reasons for media use (like passing time or companionship), and linking these reasons with variables like needs, goals, and individual factors to make the theory more explanatory and predictive.
What are the key assumptions of the Uses and Gratifications Theory?
The theory assumes that the audience is active and goal-oriented, the initiative in linking gratification to a medium choice rests with the audience, the media compete with other sources for need satisfaction, individuals are self-aware of their media use, and that value judgments of media content can only be assessed by the audience.
What kinds of audience activities can media consumers engage in according to the Uses and Gratifications Theory?
Audience activities include utility (using media to accomplish tasks), intentionality (prior motivations determining media consumption), selectivity (media use reflecting existing interests and preferences), and imperviousness to influence (audience members constructing their own meaning from content).
What is the role of the receiver in the mass communication process according to the Uses and Gratifications Theory?
The receiver plays an active role in the mass communication process, seeking out specific media and content for specific results. The receiver’s role is emphasized as they have control over the media effect, and they are aware of this control.
What is the Mass Society Theory?
The Mass Society Theory suggests that average people are helpless victims of the powerful forces of mass media, implying they lack the ability to protect themselves against unwanted media effects.
What is the Limited Effects Theory?
The Limited Effects Theory replaces Mass Society Theory, stating that media effects are limited by the audience’s personal and social lives, and people have relatively little personal choice in interpreting media messages.
What is the Uses and Gratifications Theory?
The Uses and Gratifications Theory suggests that people actively seek specific media and content to generate specific gratifications. It emphasizes the active role of the audience in the mass communication process.
What is Fraction of Selection according to Schramm?
Fraction of Selection is the concept that media choices are made based on the expected reward (gratification) divided by the effort required.
What are the key assumptions of the Uses and Gratifications Theory?
The theory assumes that the audience is active and goal-oriented, the initiative in linking gratification to a medium choice rests with the audience, the media compete with other sources for need satisfaction, individuals are self-aware of their media use, and value judgments of media content can only be assessed by the audience.
What are the different audience activities according to the Uses and Gratifications Theory?
These include utility (using media to accomplish tasks), intentionality (prior motivations determining media consumption), selectivity (media use reflecting existing interests and preferences), and imperviousness to influence (audience members constructing their own meaning from content).
What are the stages in the Uses and Gratification analysis?
The stages involve classifying reasons for media use, creating typologies that represent all reasons for media use, and linking these reasons with variables like needs, goals, and individual factors to make the theory more explanatory and predictive.
What are Activity and Activeness in the context of audience behavior?
Activity refers to what the media consumer does, whereas Activeness refers to the audience’s freedom and autonomy in the mass communication situation. It’s relative and individually variable.
What types of effects are related to audience gratifications according to Uses and Gratifications Theory?
Effects related to audience gratifications include knowledge gain, dependency, attitude formation, perceptions of social reality, agenda setting, discussion, and various political effects variables.
How can social situations generate media-related needs?
Social situations can create tensions and conflicts, raise awareness of problems, limit real-life opportunities, elicit specific values, and demand familiarity with media, all of which can generate media-related needs.
What is meant by “rejecting vulgar gratificationism” in the context of Uses and Gratifications Theory?
Rejecting vulgar gratificationism involves questioning the role of the mass media in creating social situations and the extent to which they make the satisfaction of related needs crucial. It emphasizes looking beyond the immediate gratification provided by media.
How do new technologies develop according to the Uses and Gratifications Theory?
New technologies develop by adopting the message content from the technology that was previously dominant, maintaining a consistency of the content of the messages we consume and the nature of the symbolic environment in which we live.
