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Media Effects and Uses: A Comparison and Contemporary Perspectives, Exercises of Mass Communication

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.

Typology: Exercises

2011/2012

Uploaded on 07/20/2012

alishay
alishay 🇮🇳

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ASSIGNMENT No. 2
(Units: 1416)
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
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ASSIGNMENT No. 2

(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

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