Proponents of the ________ argue that consumers are an active,goal-oriented audience that draws on media as a resource to satisfy needs (rather than passive receivers' of messages).
A) communications interactions theory
B) interactions theory
C) active receptacles theory
D) uses and gratification theory

Question

Quizplus · Accepted Answer

The uses and gratification theory argues that consumers actively seek out media to satisfy their needs and goals, rather than being passive recipients of messages. The other answer choices are not commonly associated with this perspective.

Proponents of the ________ Argue That Consumers Are an Active,goal-Oriented