Question 1

According to uses and gratifications theory, if you watch a TV program such as 'Friends' to see how the main characters resolve roommate conflicts so that you can model their behavior, you are using media for the following reason:

Accepted Answer

The reason for watching 'Friends' to model the behavior of the main characters is an example of using media as a character reference. This aligns with the uses and gratifications theory, which suggests that individuals use media for various reasons, including learning and modeling behavioral patterns.

Question 2

Explain the basic idea of the concept of 'selective exposure.'

Accepted Answer

People tend to engage more with media that support their existing beliefs, values, and attitudes, and avoid exposure to media that challenge or contradict those beliefs.

Question 3

Our cultural backgrounds often affect our interpretation of media texts.

Accepted Answer

Our cultural backgrounds shape our beliefs, values, and experiences which in turn influence how we perceive and analyze media texts. Therefore, it is true that our cultural backgrounds often affect our interpretation of media texts.

Question 4

Media audiences rarely use the media for personal and individual reasons.

Accepted Answer

Media audiences do use the media for personal and individual reasons, such as seeking information, entertainment, or connection to others who share their interests or perspectives.

Question 5

Media producers are becoming more likely to focus their products on smaller, specific audiences rather than mass audiences.

Accepted Answer

This is true as media producers are now able to use technology to target and reach niche audiences more easily, and it can be more profitable to create content for a smaller but loyal following than to try to appeal to a large, general audience.

Question 6

Media audiences are consistent in the amount of attention they pay to all forms of mediated communication.

Accepted Answer

Media audiences vary in the amount of attention they pay to different forms of mediated communication based on their personal preferences and interests. Some may devote more attention to television, while others may prioritize social media or podcasts.

Question 7

The average amount of time most people spend using media daily is reported as:

Accepted Answer

According to a Nielsen report from 2019, the average time spent using media in the US was 11 hours per day. This includes time spent watching TV, using a computer, using a smartphone or tablet, and listening to the radio. It is important to note that this is an average and individual usage may vary.

Question 8

Give an example of a cultural or generational difference in the use of media.

Accepted Answer

The answer of Give an example of a cultural or...

Question 9

Summarize the basic idea behind 'uses and gratifications' theory.

Accepted Answer

The answer of Summarize the basic idea behind 'uses and...

Question 10

The majority of people overestimate the actual amount of time they spend using the media.

Accepted Answer

The answer of The majority of people overestimate the actual...

Question 11

Identify why the early views of media as all-powerful, having an absolute/uniform influence on a mass audience, have been rejected by contemporary media scholars.

Accepted Answer

The answer of Identify why the early views of media...

Question 12

Audience attention to mediated messages tends to fluctuate because:

Accepted Answer

People often engage in other activities simultaneously while using media, such as texting or browsing the internet. Thus, their attention to the media may fluctuate as they divide their attention between different tasks.

Question 13

The concept of selective exposure explains:

Accepted Answer

The concept of selective exposure states that people tend to seek out media that support their own existing beliefs, values, and attitudes, making option D the correct answer. This is because people want to feel validated and affirmed in their beliefs, and seeking out media that supports their viewpoints provides this affirmation.

Question 14

The idea that media texts are 'polysemic' means that:

Accepted Answer

The idea that media texts are 'polysemic' means that they have multiple meanings or can be interpreted in different ways by different people based on their media knowledge/experience, cultural backgrounds/beliefs, and other factors. Therefore, interpretation of media texts is not unanimous and can vary greatly depending on the individual.

Question 15

Media products are becoming more, rather than less, diverse in their amount and accessibility.

Accepted Answer

With the advancement of technology, media products are becoming more diverse in terms of content and accessibility. There are now more options for consumers to access a wide range of media products such as TV shows, movies, music, and books through different platforms and devices. This trend is expected to continue in the future with the introduction of new technologies and innovations.

Question 16

According to uses and gratifications theory, if you watch a TV program on the Discovery Channel to gain more insight into and knowledge about Mayan ruins in Guatemala, you are using media for the following reason:

Accepted Answer

Reality exploration, as the viewer is seeking to gain more knowledge and insight about a specific topic through the media.

Question 17

People often use multiple media simultaneously/concurrently.

Accepted Answer

This is known as media multitasking and is a common behavior among individuals, especially among younger generations. They may be watching TV while browsing social media on their phone or listening to music while working on a computer.

Question 18

According to uses and gratifications theory, if you watch a TV program just to avoid doing your homework or the dishes, you are using media for the following reason:

Accepted Answer

Escapism is the use of media to avoid or escape from the realities or responsibilities of life, such as using a TV program to avoid doing homework or the dishes.

Question 19

Media audiences are rarely particular or selective about what they take in from mediated messages.

Accepted Answer

Media audiences have varying degrees of selectivity and attention when it comes to consuming mediated messages, depending on factors such as personal interests, demographics, and context. Some audiences may actively seek out certain types of content or sources, while others may consume media more passively or indiscriminately.

Question 20

Discuss why your authors claim that personal relationships frequently guide exposure to media.

Accepted Answer

The answer of Discuss why your authors claim that personal...

Quiz 13: Preparing for a Presentation