Communication Theory Quiz 4

Uses and gratifications theory assumes that audience is active and its media use is goal oriented.

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Terms in this set (10)

Uses and gratifications theory assumes that audience is active and its media use is goal oriented.

Hard core is a group of people willing to speak out at any cost.

First level agenda setting focused on the salience of the objects, whereas second level agenda setting emphasizes attributes of the objects.

Corporate reputation has three dimensions: familiarity, belief and favorability.

There are no flaws involved in interactivity-based gratification.

Personal observation of public opinion won't get distorted and could be always accurate.

If one's opinion or behavior is uncommon or losing favor among the public, one becomes less comfortable voicing that opinion given the fear of being socially isolated from others.

According to uses and gratifications theory, the value of media can only be assessed by the audience.

Substantive attribute refers to emotional characteristics of an object such as the tone of the issue.

Need for orientation, such as relevance and uncertainty, and effort can explain the psychology of agenda setting theory.