Uses and Gratifications Theory

Question 1

What are the assumptions of Uses & Gratifications Theory?

Answer 1

1. Media use is goal-directed.
2. People are active media users.
3. Individuals are aware of their needs and can articulate them.
4. Media competes with other sources of gratification.
5. Media effects depend on personal motivation and use.

Question 2

What is the main idea of Uses & Gratifications Theory?

Answer 2

People actively choose and use media to satisfy specific needs and desires.

Question 3

What are the main gratifications people seek from media?

Answer 3

• Diversion (escape, entertainment)
• Personal relationships (feeling connected to others or media figures)
• Personal identity (finding reinforcement for personal values or self-understanding)
• Surveillance (seeking info about the world)
• Utility (using media for a practical purpose)
• Parasocial interaction (feeling a one-sided relationship with a media personality)

Question 4

What did Herta Herzog study in Uses & Gratifications Theory?

Answer 4

She was one of the first to study why people consume media, (e.g., soap operas) discovering emotional release, wishful thinking, and advice.

Question 5

What is the two-step flow model?

Answer 5

Media affects people indirectly:
Media → opinion leaders
Opinion leaders → others

Question 6

Morgan watches true crime videos while cooking to relax. Which gratification is Morgan seeking?
A. Surveillance
B. Personal identity
**C. **Parasocial interaction
D. Diversion

Answer 6

diversion