What Does the Uses and Gratifications Paradigm Assume About Media

question 73

Multiple Choice

What does the uses and gratifications paradigm assume about media audiences?

• A) They uncritically accept the messages encoded in media.
• B) They are passive viewers.
• C) They take a media product and manipulate it to tell their own stories.
• D) They are actively engaged.

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Definitions:

Sentiment Relation

The analysis of feelings, attitudes, or opinions towards a subject or context, often used in text analysis or customer feedback.

Triad

A group or set of three connected people or things.

Foot-In-The-Door Technique

A persuasion strategy that involves getting a person to agree to a small request to increase the chances they will agree to a larger request later.

Foot-In-The-Door Technique

A persuasion strategy where a small request is made first in order to increase the likelihood of compliance with a larger request later.