SCLY3 - TWO STEP FLOW + USES AND GRATIFICATIONS MODEL

1. 1Both the two step flow and uses and gratifications model see the audience as ________

   1. AActive
   2. BPassive
2. 2Who developed the two step flow model?

   1. ACurran
   2. BKatz and Lazarsfield
   3. CPhilo
3. 3The two step flow model believes that the audience is not directly effected by the media but by opinion leaders; media sends out message, opinion leader interprets it (active) and the individuals in social contact with the opinion leader listen (passive).

   1. ATrue
   2. BFalse
4. 4What are two strengths of the two step flow model?

   1. ARecognises that audiences have the powerto decide the media content by their consumption
   2. BRecognises that people aren't completely passive and uncritical
   3. CRecognises that uses may change from person to person and will be influenced by other factors
   4. DRecognises that audiences interact with each other
5. 5Two weaknesses of the two step flow model?

   1. AThere is more than two steps and audience members may be influenced by more than one OP
   2. BAssumes majority of the audience are passive
   3. CAssumes majority of the audience are active
   4. DFocuses too much on the use of the media by individuals
6. 6Blumler and McQuail and Lull developed the uses and gratifications model

   1. ATrue
   2. BFalse
7. 7What four basic needs did Blumler and MqQuali identify?

   1. AVigilance
   2. BDiversion
   3. CPersonal Relationships
   4. DDeflection
   5. ESurveillance
   6. FPersonal Identity
8. 8Diversion means that people use the media to make over or modify their identity

   1. ATrue
   2. BFalse
9. 9Lull argued that the audience uses the media for 5 main reasons, what were these?

   1. ARelational
   2. BDefinitive
   3. CAffiliation
   4. DAvoidance
   5. EConjunction
   6. FCircumvention
   7. GSocial Learning
   8. HCompetence Dominance
10. 10Competence dominance means that members of the family may demonstrate their power by taking control of the remote

    1. ATrue
    2. BFalse

11. 11Social learning..

    1. Apeople use the media to solve problems, to seek guidance and to access information and learning
    2. Bpeople use the media to escape from others
    3. Cgives families something to talk about which may compensate for no family dinner
12. 12What are two strengths of the uses and gratifcations model?

    1. AAssumes all audience members are active
    2. BGives many reasons as to why audience members are active
    3. CRecognises that uses may change from person to person and will be influenced by other factors
    4. DTakes in all wider social factors
13. 13Two weaknesses of the uses and gratifications model?

    1. AOverestimates the power of the audience and underestimates the power of the media
    2. BAssumes all audience members are passive when some are actually active
    3. CIgnores wider social factors that impact on response - common values
    4. DUnderestimates the power of the audience
14. 14Personal relationships means that people often know more about characters in soaps and dramas and they do this to compensate for lack of communication in real life

    1. ATrue
    2. BFalse
15. 15Diversion means that people use the media to obtain information and news about the social world to help them make up their minds on particular issues

    1. ATrue
    2. BFalse

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Quiz on SCLY3 - TWO STEP FLOW + USES AND GRATIFICATIONS MODEL, created by carajessop1 on 28/03/2015.

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carajessop1

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Created on 28 Mar 2015 · updated on 17 Jun 2016

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