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An academic assignment focusing on the differences between uses and gratifications research and traditional media effects research. It also covers the variables and concepts of entertainment as a media effect, social aspects of new media technologies, and audience activity and media orientations. Criticisms and contemporary approaches to uses and gratifications studies are discussed.
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(Units: 14–16) Total Marks: 100 Pass Marks: 50
Q. 1 Elaborate the difference between uses and gratifications’ research and traditional media effects research. What criticisms have been raised on early uses and gratifications’ studies and how the contemporary studies tried to address the criticism? (25)
Q. 2 State the various variables and concepts of Entertainment as Media effect. (25)
Q. 3 Discuss the Social aspects of new media technologies. How these technologies are influencing social relations in our society? (25)
Q. 4 Write detailed notes on the following: (25) i) Audience activity and media orientations ii) Dependency, Alternatives and interaction iii) Uses and Effects Model