What kind of research examines how and why individuals use the mass media?
A) Uses and gratifications studies
B) Effects studies
C) Content analysis
D) Process studies
E) Opinion surveys

Question

Quizplus · Accepted Answer

Uses and gratifications studies examine how and why individuals use the mass media to fulfill their needs and desires. This type of research focuses on the audience's motivations for media consumption rather than the media's intended messages or effects.

What Kind of Research Examines How and Why Individuals Use