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题目材料：
The two primary theoretical traditions that frame research about audience exposure to television carry differential assumptions of how television viewers use the medium. The uses and gratifications approach conceptualizes the audience as active and goal directed when consuming media and offers an understanding of how audience motivations, individual characteristics, and preferences link to media behavior. Findings demonstrate considerable audience activity in decisions about whether to watch television, especially involving program-or program type-preferences. However, studies in this tradition empirically ignore that exposure is not completely free of constraints. Structural or contextual factors, such as the audience member's availability and access to television or other media, the ability or willingness to pay for multichannel services, as well as scheduling factors, impact use of television. Scholars who focus on these structural determinants use aggregate data (usually secondary analyses supplied by Nielsen) to demonstrate consistent patterns of macrolevel audience behavior. Findings from this approach usually have impressive predictive power and utility for explaining the mass audience but are ill-suited to explain the underlying reasons for medium or
program choice, including individual motivations for selecting television in the first place.
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