A Cultural Approach to Understanding Mass Communication _______

question 9

Multiple Choice

A cultural approach to understanding mass communication _______.

• A) is easier to understand because it outlines a linear flow of information from sender to receiver
• B) argues that gatekeepers decide which information and messages flow to the audience
• C) argues that diverse audiences will interpret the same information differently
• D) argues that diverse audiences interpret information in the same way
• E) None of the options are correct.

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Definitions:

Confirmation Bias

The tendency to search for, interpret, favor, and recall information that confirms one’s preexisting beliefs or hypotheses.

Emotional Valence

Emotional valence refers to the intrinsic attractiveness(positive) or averseness(negative) of an event, object, or situation.

Bounded Rationality

Bounded Rationality is a concept suggesting that the cognitive limitations of the mind and the finite amount of time available to make decisions affect the rationality of individuals.

Limited Information

The condition of having incomplete data or knowledge concerning a particular topic or situation.