The uses-and-gratifications branch of research makes which of the following claims?
A) People use the media actively for their own purposes.
B) Although people use media purposefully, they have difficulty articulating reasons for their behavior.
C) Media activity is highly individual, making it difficult to discern any patterns of use.
D) Media users tend to seek immediate gratification.

Question

Quizplus · Accepted Answer

The uses-and-gratifications branch of research claims that people use the media actively for their own purposes. This suggests that individuals are not passive receivers of media content, but rather actively select and engage with media for their own specific reasons and goals.

The Uses-And-Gratifications Branch of Research Makes Which of the Following