For this assignment, you will need to choose one of the provided questions and reflect on it using the concepts that have been presented and discussed in class over the past two weeks. Your reflection should be written in APA style and should consist of an introduction, body paragraph, and conclusion. Please make sure that your reflection is between 300 and 500 words in length and that it includes citations to the textbook or course materials. Submissions that do not include citations to the course materials will receive a failing grade. Additionally, submissions with citations to off-topic materials will also be penalized. Remember, you are encouraged to use the discussions and examples from class, so the more you participate in class, the better prepared you will be for this assignment.
QUESTIONS
In chapter 7, Katz’s “Uses and Gratifications” theory is discussed as an alternative to the “effects” tradition of mass communication research. Do you think the Uses and Gratifications approach is more helpful in understanding media audiences? Why or why not?
Bandura’s social learning theory proposes that individuals learn behaviours by observing others in their social environment. How might this theory help us understand media effects on behaviour and attitudes?
Chapter 8 also covers the cognitive processing approach to media effects, which suggests that individuals actively engage with media messages rather than passively absorbing them. Do you think this approach is more accurate than traditional “effects” models? Why or why not?
Compare and contrast the assumptions and predictions of the Schema Theory and the Uses and Gratifications Theory in explaining how audiences process media messages.
Analyze a recent news event and evaluate how the Hostile Media Theory can be used to explain the divergent reactions of different audience groups to the event.
Discuss the strengths and weaknesses of the Schema Theory and the Hostile Media Theory in explaining audience responses to political campaigns and debates.
Apply the Uses and Gratifications Theory to social media consumption and discuss how it helps explain why audiences are drawn to specific platforms and types of content.
Critically evaluate the relevance of the Schema, Hostile Media, and the Uses and Gratifications Theory in explaining contemporary audiences’ behaviours in the online media consumption age.