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Active audiences have a mind of their own and they inject their own meanings into media messages that they receive via different mediums.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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Active audiences have a mind of their own and they inject their own meanings into media messages that they receive via different mediums. As an active audience, they have the freedom of choice in their selection of media and its content. They may also have different responses to the media. Over time research studies have shifted in focus to study audiences as having an active nature rather then a passive one. Different arguments have thus been brought up to support the idea that audiences are active. This essay will aim to study the arguments for the active audience. An active audience is one who interprets media messages by constructing their own meanings to it. They question the media messages that they receive, agreeing only with what they believe in while they criticise and rejecting others based upon their past experiences or knowledge that they have. Active audiences do not allow...
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