Which of the following is assumed by the uses and gratification theory?
A)Mental processing depends on analysis and reflection.
B)Most opinion leaders are members of active publics.
C)The flow of influence can be either upward or downward.
D)Consumers have options for satisfying their needs.

Question

Quizplus · Accepted Answer

The uses and gratification theory assumes that consumers have options for satisfying their needs, and they choose media and content that will satisfy those needs. This theory focuses on the active role of the audience in selecting and using media, rather than the passive reception of messages. Options for satisfying needs imply that individuals have a choice and control over what media they consume.

Which of the Following Is Assumed by the Uses and Gratification