A self-help tool to aid in the study of the First Look text (started with the 9th Edition)
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Chapter 28—Uses and Gratifications
- A chief assumption of the theory is that people can accurately report their reasons for media use. That assumption is also quite controversial. Explain whether you think this is a reasonable assumption or not.
- Think of the most recent TV show you’ve watched. Which of Rubin’s gratifications most motivated your viewing? Are there any motives for your viewing that don’t appear in the typology?
- Reflect on the idea of parasocial interaction. When have you, or someone you know, experienced it? When is parasocial interaction healthy, and when is it unhealthy?
- Contrast uses and gratifications theory with either Gerbner’s cultivation theory, McLuhan’smedia ecology, or Hall’s cultural studies. How do the two theories differ in their assumptions about media use? What common ground, if any, do they share? The best answers will draw connections to the metatheoretical traditions to which the theories belong.
- Compare Rubin’s typology, originally developed for describing TV viewing, with people’s use of social networking sites (such as Facebook, Twitter, and Instagram) today. Which gratifications apply to these sites? Which, if any, do not? What gratifications would need to be added to the list to comprehensively describe motivations for social networking site use?
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