______________ focuses on the way we make media choices in order to satisfy our needs and goals.
A) Gatekeeper theory
B) Cultivation effect
C) Uses and gratifications perspective
D) Social capital

Question

Quizplus · Accepted Answer

Uses and gratifications perspective is a theoretical approach that emphasizes the active role of the audience in the consumption of media. It suggests that people make media choices based on their needs and goals, and that they choose media that helps them satisfy those needs and achieve those goals. This perspective assumes that people are not passive recipients of media messages but active participants who seek out and use media in ways that are meaningful and rewarding to them.

______________ Focuses on the Way We Make Media Choices in Order