Exam 2 Study Guide - Study Questions From the Lecture Notes For Test 2 Entertainment What are some assumptions of Uses and Gratification Media use is in

Exam 2 Study Guide - Study Questions From the Lecture Notes...

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Study Questions From the Lecture Notes For Test 2 Entertainment – What are some assumptions of Uses and Gratification? Media use is in response to specific needs Media use is goal directed and purposive o You choose media for a purpose People are able and willing to articulate Judgments about media should be put on hold until uses are known o When you watch TV, you don’t make judgments until you decide what needs the show fulfills Given the assumptions of Uses and Gratifications, what type of research method is most appropriate? Surveys What are some criticisms of Uses and Gratifications? We need to be constantly connected? Atheoretical – merely descriptive o Doesn’t really predict relationships o Says that I need to be entertained so I need to watch “Jersey Shore” o Not a media effect theory; it is a media selection theory Assumes voluntary viewing o Not necessarily o Friends/family could ask to watch it Focuses on the individual o My uses and gratifications could be very different than others’ uses and gratifications Assumes willingness and ability to articulate motivations What is the primary assumption of Mood Management? People are hedonists; they seek pleasure and avoid pain What processes are involved in Mood Management? Random selection initially; but memory traces left Future selection of successful behaviors, but awareness is not assumed o Use of experiments
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Given the processes of Mood Management, what type of research method is typically employed? Any but content analysis In discussing how viewers may use the media to regulate their moods, several characteristics of media entertainment were highlighted. What are these characteristics? How should these characteristics be associated with viewing selections of individuals in good versus bad moods? Absorbing potential: the ability of content to involve the viewer o Good mood: select low, if select at all o Bad mood: select high Behavioral affinity: extent to which content is related to viewers’ current mood state o Good mood: select high, if select at all o Bad mood: select low
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