COMS 330 EXAM Questions with
100% Correct Answers Latest Update
2025 GRADED A+
What is PROD? - ANSWER Proportional representation of diversity: Goal of the index
was to examine the distortion in representation of various co-cultures; the index
determined how well or poorly groups were represented on TV relative to their numbers
in the population.
What are CA's strengths? - ANSWER -Heuristic
-One of the most frequently used theory in mass communication
What are the criticisms? - ANSWER Logical Consistency
-Research methods do not match conceptual reach
Utility
-Ignores perceived realism
Test of Time
-Times and media use are changing
What is the meta theoretical stance? - ANSWER Social Scientific and Critical Approach
What is Uses and Gratification theory? - ANSWER -Media has a limited effect because of
user control
-People are selective and choose media to satisfy their needs
-What do people do with media?
What kind of communication is Uses and gratification? - ANSWER Mass Communication
Why was the U&G theory developed? - ANSWER Stage one: extending the needs and
motivation theory (Maslow)
Stage two: Creating typologies representing reasons for media use table 23.1
, Stage three: Linking specific reasons for media use with other variables
What are the 5 assumptions of the U&G theory? - ANSWER -The audience is active and
its media use is goal oriented
-The initiative in linking need gratification to a specific medium choice rests with the
audience member
-The media compete with other sources for need satisfaction
-People have enough self-awareness of their media use, interests, and motives to be
able to provide researchers with an accurate picture of that use
-Value judgments of media content can only be assessed by the audience
Diversion - ANSWER defined as escaping from routines or daily problems- a category of
gratifications coming from media use, involves escaping from routines and problems
Personal relationships - ANSWER which occurs when people substitute the media for
companionship- a category of gratifications coming from media use, involves
substituting media for companionship
Personal identity - ANSWER ways to reinforce individual's values
Surveillance - ANSWER information about how media will help an individual accomplish
something
What is active audience? - ANSWER -A variable concept focused on an audience
engaging with the media on a voluntary basis, motivated by their needs and goals
Types of Audience activity associated with media consumption: Utility - ANSWER using
media to accomplish specific tasks
Ex. People listen to car radio to find out about traffic
They go online to download CDS
They read fashion magazines to find out about the latest styles
Types of Audience activity associated with media consumption: Intentionality - ANSWER
a cognitive behavior that occurs when people's prior motives determine the use of
media
Ex. When people want to be entertained, they tune to comedy
When they want greater detail about a news story, they tune to CNN or other news
channels
Types of Audience activity associated with media consumption: Selectivity - ANSWER
audience member's use of media reflects their existing interests
100% Correct Answers Latest Update
2025 GRADED A+
What is PROD? - ANSWER Proportional representation of diversity: Goal of the index
was to examine the distortion in representation of various co-cultures; the index
determined how well or poorly groups were represented on TV relative to their numbers
in the population.
What are CA's strengths? - ANSWER -Heuristic
-One of the most frequently used theory in mass communication
What are the criticisms? - ANSWER Logical Consistency
-Research methods do not match conceptual reach
Utility
-Ignores perceived realism
Test of Time
-Times and media use are changing
What is the meta theoretical stance? - ANSWER Social Scientific and Critical Approach
What is Uses and Gratification theory? - ANSWER -Media has a limited effect because of
user control
-People are selective and choose media to satisfy their needs
-What do people do with media?
What kind of communication is Uses and gratification? - ANSWER Mass Communication
Why was the U&G theory developed? - ANSWER Stage one: extending the needs and
motivation theory (Maslow)
Stage two: Creating typologies representing reasons for media use table 23.1
, Stage three: Linking specific reasons for media use with other variables
What are the 5 assumptions of the U&G theory? - ANSWER -The audience is active and
its media use is goal oriented
-The initiative in linking need gratification to a specific medium choice rests with the
audience member
-The media compete with other sources for need satisfaction
-People have enough self-awareness of their media use, interests, and motives to be
able to provide researchers with an accurate picture of that use
-Value judgments of media content can only be assessed by the audience
Diversion - ANSWER defined as escaping from routines or daily problems- a category of
gratifications coming from media use, involves escaping from routines and problems
Personal relationships - ANSWER which occurs when people substitute the media for
companionship- a category of gratifications coming from media use, involves
substituting media for companionship
Personal identity - ANSWER ways to reinforce individual's values
Surveillance - ANSWER information about how media will help an individual accomplish
something
What is active audience? - ANSWER -A variable concept focused on an audience
engaging with the media on a voluntary basis, motivated by their needs and goals
Types of Audience activity associated with media consumption: Utility - ANSWER using
media to accomplish specific tasks
Ex. People listen to car radio to find out about traffic
They go online to download CDS
They read fashion magazines to find out about the latest styles
Types of Audience activity associated with media consumption: Intentionality - ANSWER
a cognitive behavior that occurs when people's prior motives determine the use of
media
Ex. When people want to be entertained, they tune to comedy
When they want greater detail about a news story, they tune to CNN or other news
channels
Types of Audience activity associated with media consumption: Selectivity - ANSWER
audience member's use of media reflects their existing interests
