Uses and gratifications theory makes all of the following assumptions, EXCEPT:
A) Audience members are passive information seekers who make subconscious choices about media content and type.
B) Audience members take initiative in linking media choices with gratifications.
C) Media compete with other sources of need fulfillment for individuals.
D) People can verbally explain their interest and motives in their media consumption.
E) A host of individual and cultural factors influence the use of different media.

Question

Quizplus · Accepted Answer

Uses and gratifications theory assumes that audience members are active in choosing and using media to fulfill their needs and desires. It does not assume that they are passive or make subconscious choices. Additionally, the theory assumes that people can verbally explain their interest and motives in their media consumption and that various individual and cultural factors play a role in media use. The only assumption that it does not make is that audience members are passive information seekers.

Uses and Gratifications Theory Makes All of the Following Assumptions