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Comm 350 exam 1 study rold
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Comm 350 exam 1 study rold
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Comm 350 exam 1 study rold--Know the steps in the Uses and Gratifications model: (1) social and psychological
origin of (2) needs, which generate (3) expectations of, etc., etc. - ANS-the social and
psychological origin of needs which generate expectations of the mass media and other
sources which lead to differential patterns of exposure resulting in needs gratification
and other consequences perhaps unintended ones
--Why are researchers who study this theory more interested in how or why people use
certain types of media rather than the effects the media have on people? - ANS-they
want to know what they are doing to satisfy their needs
Early studies of U&G just focused on the needs of information and entertainment.
Describe how researchers today look at media as they gratify the following needs:
information, entertainment, socialization, and identity. entertainment in U&G theory-
purely for amusement - ANS-ex of information- eCampus, weather channel
ex of personal identity- Pinterest, Tumblr
ex of socialization- Facebook
ex of entertainment- having Friends in the background while doing homework
How can "involvement" with a type of media sometimes form parasocial relationships?
What are parasocial relationships? - ANS-parasocial relationship-a sense of friendship
or emotional attachment that develops between TV viewers and media personalities
how do these para social relationships form? - people feel like they are part of show and
either connect or identify with a certain character they watch all the time
How does Maslow's hierarchy of needs help us understand Uses and Gratifications? -
ANS-people satisfy the most important needs first and then work their way up
What are both immediate and delayed gratifications? - ANS-immediate gratification-
when we want and expect our needs to be met right now
delayed gratification- A willingness to give up something now in return for something
later.
The sources of media gratification were categorized by Katz and colleagues as (1)
media content, (2) exposure to the media per se, and (3) social context. Be able to
describe each of those 3 sources. - ANS-media content- interested in the actual
information
exposure to the media per se- the medium itself satisfies some need
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