Sparks Ch. 4 Mass Media: Reasons and Consequences

Question 1

Mass Communication

Answer 1

the process by which a complex organization with the aid of one or more machines produces and transmits public messages that are directed at large, heterogeneous and scattered audiences

Question 2

Uses and Gratifications Perspective

Answer 2

lends insight into ways people use media to meet their needs; individual motivations for media use

Question 3

Motivations for media use (8)

Answer 3

Learning, Habit, Companionship, Arousal, Relaxation, Escape, Passing Time, Social Interaction