If you are trying to understand human behavior rather than explaining and predicting it, which approach to mass communication research would you take?

Question

Quizplus · Accepted Answer

A cultural approach to research focuses on the meanings and interpretations individuals give to media messages, rather than on the direct effects of those messages on behavior. This approach is more concerned with understanding how media fits into and shapes larger cultural contexts and social structures, and how individuals use media to create and reinforce their identities and beliefs.

If You Are Trying to Understand Human Behavior Rather Than