Which approach to audience studies emphasizes the ways in which different audiences use the media to meet their needs ?
Correct answer: A. gratification model
- A. gratification model
- B. hypodermic model
- C. reception theory
- D. interpretative model
Explanation
The gratification model, usually called the uses-and-gratifications approach, examines how audiences actively choose media to satisfy needs such as information, entertainment or social connection. The hypodermic model instead treats audiences as largely passive.
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