A cultural approach to understanding mass communication _______.
A) is easier to understand because it outlines a linear flow of information from sender to receiver
B) argues that gatekeepers decide which information and messages flow to the audience
C) argues that diverse audiences will interpret the same information differently
D) argues that diverse audiences interpret information in the same way
E) None of the options are correct.

Question

Quizplus · Accepted Answer

A cultural approach emphasizes that audiences come from diverse cultural backgrounds and therefore interpret messages and information differently, based on their cultural conditioning. This approach recognizes that one message can have multiple meanings depending on the cultural context of the receiver.

A Cultural Approach to Understanding Mass Communication _______