COMM 102 Study Guide - Final Guide: Blue-Collar Worker, Takers, Observability
8 Dec 2016
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Format: the format will be multiple choice and short answer. From the reading and lecture on uses and gratifications: be familiar with the core ideas behind the uses and gratifications approach (we can also call this a theory). Individual differences cause audience members to seek out different messages, use them differently, and respond to them differently. Helps form a more accurate holistic view. This determines the viewer"s attention and degree of involvement. From the reading and lecture on diffusion of innovations: i recommend you be familiar with the steps in the adoption process. Adopted when forced to change, suspicious of innovations. Degree to which the person wants to be the first to have an innovation. Degree to which the innovation is perceived to be better than what it replaces. Degree to which the innovation is consistent with existing values and needs of consumers. How difficult the innovation is perceived to be to use.
