U&G

Question 1

Define agency

Answer 1

Agency is when the individual is looked at and the way they engage with the media text.

Question 2

Define structure

Answer 2

This is when things outwith the individual have more power over interpretation than factors specific to the individual.

Question 3

Apply Uses and Gratifications Theory to an example of contemporary media.

Answer 3

Using social media to fulfil their entertainment needs or self-reassurance needs

Question 4

How is UGT different from other media effects paradigms?

Answer 4

UGT is different as it holds the audiences are responsible for choosing media to meet their desires and needs to achieve gratification.

Question 5

8 main reasons for media consumption

Answer 5

1) Cognitive Needs
2) Affective Needs
3) Personal Integrative Needs
4 Social Integrative Needs
5)Tension Release Needs

Question 6

Implications of theory of U&G

Answer 6

If you ask audiences why they watch certain programmes they may make up a justified reason for why they have, rather than just saying there was no reason. People may feel like they have to give a reason.

It overlooks the fact that people consume media differently.

Question 7

Critiques of the concept of U&G

Answer 7

Relied heavily on self-reports – self-reports, however, are based on personal memory which can be problematic

There is relatively little attention paid to media content

Question 8

example of agency

Answer 8

watching sports with your friends even though you do not like sports, as it means you can build a better friendship with them

Question 9

example of structure

Answer 9

When media texts, such as magazines are thought to shape or ‘structure’ the meaning to an individual

Question 10

What are parasocial relationships?

Answer 10

Relationships we think we have with made-up characters and believe we would be friends with. E.g. people really resonating with harry potter.

Question 11

Define Cognitive Needs

Answer 11

Needs which are related to learning information, such as using a DIY video to help you build something.

Question 12

Define Affective Needs

Answer 12

Needs related to emotion, watching the notebook to have a good cry

Question 13

Define Personal Integrative Needs

Answer 13

Needs are related to status and credibility, you watch CNN to get information to look knowledgable

Question 14

Define Tension Release Needs

Answer 14

Needs related to pure entertainment and stress release, using TikTok to forget about life.

Question 15

Define Social Integrative Needs

Answer 15

Needs are related to building relationships, such as watching football even if you do not like it, in order to build a friendship with someone.