Which of the following statement about uses and gratifications is appropriate?
a) This perspective takes the view of the media managers
b) Uses and gratification researchers assume that audience members are not active
c) This perspective can articulate their reasons for consuming various media content
d) This perspective has its roots in the 1920s when researchers became interested in why people couldn’t resist media messages
c
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Campaigns must:
a. All look alike b. Contain the same headline c. Be placed in the same media d. Contain the same big idea and attitude
Jose has been reading a lot about the dangers or binge-drinking. He feels like he can control his own drinking behavior, but also thinks that some of the messages he has been reading over exaggerate the problem. Jose is lacking:
a. perceived threat severity b. perceived threat vulnerability c. perceived response efficacy d. perceived self-efficacy