4.1 Theoretical Framework

• The Cultivation Theory suggests audiences are active users of media content.

  False
• Who developed the Uses and Gratifications theory?

  Elihu Katz
• The Uses and Gratifications theory assumes audiences are proactive users of media to satisfy specific needs
• Match the gratification with its description:

  Information ↔️ Seeking knowledge or understanding

  Entertainment ↔️ Relaxation and enjoyment

  Social Interaction ↔️ Connecting with others

  Personal Identity ↔️ Reinforcing self-concept
• The Uses and Gratifications theory emphasizes audience agency in media choices.

  True
• In the Uses and Gratifications theory, gratifications refer to the benefits derived from media consumption
• Active audiences consciously select media to satisfy their needs.


  True
• The two-step flow model was proposed by Paul Lazarsfeld.

  True
• Reception theory focuses on how audiences interpret media based on their cultural background
• Watching news is an example of seeking information as a gratification.


  True
• In the uses and gratifications theory, audiences are considered to be active media users
• What does the theoretical framework in media audience studies provide?

  Structured lens
• The Cultivation Theory focuses on media's long-term influence on perceptions
• Match the media theory with its theorist:

  Cultivation Theory ↔️ George Gerbner

  Uses and Gratifications ↔️ Elihu Katz

  Two-Step Flow ↔️ Paul Lazarsfeld

  Reception Theory ↔️ Stuart Hall
• What type of media satisfies the entertainment gratification?

  Comedy
• Social media platforms are examples of media used for social interaction
• Which theory focuses on the influence of opinion leaders?

  Two-Step Flow
• The Reception Theory suggests media messages are interpreted identically by all audiences.

  False
• What is the primary focus of the Uses and Gratifications theory?

  Audience needs
• Match the gratification with its example:

  Entertainment ↔️ Playing video games

  Information ↔️ Watching documentaries

  Social Interaction ↔️ Using social media

  Personal Identity ↔️ Following role models
• What does the hypodermic needle theory propose about media effects?

  Direct and immediate
• The hypodermic needle theory views audiences as passive recipients of media messages
• The two-step flow model highlights the role of opinion leaders in shaping audience perceptions.


  True
• What does the two-step flow model highlight in shaping audience perceptions?

  Interpersonal communication
• The two-step flow model contrasts with the hypodermic needle theory by assuming audiences are passive recipients of media messages.

  False
• The theoretical framework in media audience studies provides a structured lens for analyzing audience behaviors and media effects
• Match the theoretical approach with its focus:

  Cultivation Theory ↔️ Media's long-term influence on perceptions

  Uses and Gratifications ↔️ Audience active selection to fulfill needs

  Two-Step Flow ↔️ Influence from opinion leaders

  Reception Theory ↔️ Interpretation based on cultural background
• Who developed the cultivation theory?

  George Gerbner
• What does the uses and gratifications theory assume about audiences?

  Audiences are proactive users
• What is an example of entertainment as a gratification?

  Watching comedy
• What does the hypodermic needle theory propose about media effects?

  Direct and immediate influence
• Describe the two-step flow model process in order.

  1️⃣ Media messages reach opinion leaders

  2️⃣ Opinion leaders interpret messages

  3️⃣ Opinion leaders pass messages to social networks
• What does the agenda-setting theory posit about media's influence?

  Influences what audiences think about
• The Cultivation Theory, developed by George Gerbner, examines media's long-term influence on audience perceptions
• The Two-Step Flow theory highlights the influence of opinion leaders
• Order the key theoretical approaches in media audience studies based on their primary focus:

  1️⃣ Cultivation Theory: Media's long-term influence on perceptions

  2️⃣ Uses and Gratifications: Audience active selection to fulfill needs

  3️⃣ Two-Step Flow: Influence from opinion leaders

  4️⃣ Reception Theory: Interpretation based on cultural background
• The Agenda-Setting Theory suggests that media influences what audiences think about
• What is the key factor in the Agenda-Setting Theory that influences audiences?

  Media selection
• Match the media audience theories with their primary focus:

  Cultivation Theory ↔️ Media's long-term influence on perceptions

  Uses and Gratifications ↔️ Audience active selection to fulfill needs

  Two-Step Flow ↔️ Influence from opinion leaders

  Reception Theory ↔️ Interpretation based on cultural background
• The Agenda-Setting Theory proposes that media influences what audiences think about