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Uses and gratifications

Central to the uses and gratifications approach would be

Leave a Comment / June 2012 (III), MCQ (Question-Answer), Theories and Models, UGC-NET (Paper III) /

Central to the uses and gratifications approach in communication would be (A) Messages (B) Channels (C) Audiences (D) Encoders  Correct Ans: (C) Explanation: The uses and gratifications approach places audiences at the center of media consumption. This theory, developed by Elihu Katz, Jay G. Blumler, and Michael Gurevitch, explains why people actively choose media based […]

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Which of the following is from the critical school of thought?

Leave a Comment / June 2010 (II), MCQ (Question-Answer), Theories and Models, UGC-NET (Paper II) /

Which of the following is from the critical school of thought? (A) Diffusion of innovations  (B) Cultivation analysis  (C) Cultural imperialism  (D) Uses and gratifications Correct Ans: (C) Explanation: Cultural imperialism belongs to the critical school of thought, which examines power structures in media and society. This theory argues that dominant nations influence and control

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How Weather Influences Television Viewership

Leave a Comment / June 2009 (II), MCQ (Question-Answer), Television, UGC-NET (Paper II) /

Read the passage below and answer the questions that follow based on your understanding of the passage. Uses and gratifications research has shed a good deal of light on viewer motivations for watching TV, but the approach has not been particularly successful in predicting the actual amount of television use. Roe Vandebosch (1996) suggest that

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