Which of the following is NOT an assumption associated with Uses and Gratifications Theory?
A) The audience is active, and its media use is goal directed.
B) Value judgments of media content can only be made by researchers and theorists.
C) The media compete with other sources to provide need satisfaction.
D) People are aware enough of their own media use, interests, and motives to be able to provide researchers with accurate data.

Question

Quizplus · Accepted Answer

Uses and Gratifications Theory assumes that audiences are active participants in choosing and using media to satisfy various needs. It does not posit that only researchers and theorists can make value judgments about media content; instead, it focuses on how individuals use media to fulfill personal needs and goals.

Which of the Following Is NOT an Assumption Associated with Uses