What is active and passive audience?

The active audience theory argues that media audiences do not just receive information passively but actively involved. Active - a passive model of consumption suggests that texts have an effect on the audience. Passive - an active model instead suggests that audiences interact with the text to create meaning.

Also question is, what is the difference between an active and passive audience?

A passive audience accepts the message in the way the media outlet intended it while an active audience questions what they see and independently form their own opinions.

Also Know, what is passive audience theories? The audience accepts and believes all messages in any media text that they receive. This is the passive audience model. They accept the preferred reading and don't question it. The Hypodermic Model. In this model the media is seen as powerful and able to inject ideas into an audience who are seen as weak and passive.

People also ask, what does active audience mean?

Active audience theory argues that media audiences do not just receive information passively but are actively involved, often unconsciously, in making sense of the message within their personal and social contexts.

What are the 2 theories of audience?

The active theories suggests that audiences are using media to satisfy their needs and before they believe any media text the audiences are questioning the content first.

Hypodermic needle effect.
Cultivation theory.
Two step flow.
Reception theory ( Encoding/ Decoding model)
Uses and gratification theory.

28 Related Question Answers Found

What is an active spectator?

Active spectators do not just consume what they are told to watch by marketing that is aimed at them but instead choose different films to watch for different reasons. It is made very clear how the filmmaker wants the audience to think and feel about the characters, story and events in the film.

What is passive medium?

Definition of passive medium: A medium that produces no change in the specimens placed in it. Application in technical field: The optical fibre is usually a passive medium that simply transports light, while the chip is the piece that performs the electrical part of the equation.

What is passive consumption?

A passive consumption is when the audience doesn't engage or question the media message but just accepts it, this what media outlets want to achieve when making a film or show as they want to view to except and not question.

Who created the active audience theory?

Stuart Hall

What is an example of passive media consumption?

Passive Media has been around since the dawn of time and includes all of the print media you've probably come in contact with; your newspapers, magazines, and books are some of the biggest examples. What makes it “passive” is the fact that the information only flows in a single direction.

What are the uses and gratifications in media?

Uses and gratifications theory (UGTtheory) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification.

What is meant by the term preferred reading?

A concept used in relation to texts (typically in mass-communication genres) where the sender of a message consciously or unconsciously encodes it in ways which function to guide, limit, or control its interpretation by receivers.

How do audiences consume media?

Audiences consume media texts to escape from their everyday lives. Some audiences like to watch or read media texts because they can compare their life experiences with those represented in it. Audience pleasure comes from empathising and identifying with characters or content represented in them.

What is audience theory in media?

Audience theory is an element of thinking that developed within academic literary theory and cultural studies. There is also a wide range of media studies and communication studies theories about the audience's role in any kind of mediated communication.

What are gratifications in media?

Updated April 19, 2019. Uses and gratifications theory asserts that people use media to gratify specific wants and needs. Unlike many media theories that view media users as passive, uses and gratifications sees users as active agents who have control over their media consumption.

Who created the uses and gratification theory?

Elihu Katz

What is a negotiated reading?

Negotiated Reading - a compromise between the dominant and oppositional readings, where the audience accepts parts of the producer's views, but has their own views on parts as well.

What does personal identity mean in media?

'Personal identity' refers to the way in which media play a part in defining us. Issues of taste come into play here – how our choices reflect our preferences for information, pleasure and so on but also, in turn, reinforce our sense of who we are.

What is cultivation theory in mass communication?

Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. Heavy viewers of TV are thought to be 'cultivating' attitudes that seem to believe that the world created by television is an accurate depiction of the real world.

What is reception analysis?

Reception analysis is a form of audience research which explores the meanings and experiences people produce as a result of their contextualized encounters with media products conceptualized as verbal and visual texts, or discourses.

Who created the reception theory?

Hans-Robert Jauss

What is magic bullet theory?

The "Magic Bullet" theory graphically assumes that the media's message is a bullet fired from the "media gun" into the viewer's "head". It suggests that the media injects its messages straight into the passive audience. This passive audience is immediately affected by these messages.