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Examine the various arguments to look at how active audiences make media choices freely, the way audiences use media messages to fulfill their own needs and obtain a sense of identity by actively constructing the media messages.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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Audience, once thought to be passive has shifted to actively interpret media messages in various forms over the years. Individuals come together as a group to construct their own interpretation with their thoughts and knowledge of pre-existing beliefs. Lets examine the various arguments to look at how active audiences make media choices freely, the way audiences use media messages to fulfill their own needs and obtain a sense of identity by actively constructing the media messages. I will also discuss how cultural literacy, past experience and social institution they attend affect the interpretation of media messages and in the event of accepting or rejecting selective messages. Active audiences are not 'sponges' who absorbed all information that is transmitted by the media but use their minds and cultural context to interpret and categorise media text instead. Different audiences can comprehend a media message but have different responses to it. Some Audiences...
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