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Active Audience Theory is particularly associated with mass-media usage and is a branch of Stuart Hall's Encoding and Decoding Model. Stuart Hall. Stuart Hall said that audiences were active and not passive when looking at people who were trying to make sense of media messages. Active is when an audience is engaging, interpreting, and ...
Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [ 1 ] most audience theory is concerned with people’s relationship to various forms of media.
For example, a film may be received as a comedy by some viewers, while others might perceive it as a tragedy, depending on their own experiences and cultural backgrounds. Reception theory further highlights the complex nature of media consumption, as audiences are not passive recipients but active participants in the construction of meaning.
Ruggerio noted three assumptions necessary to the idea of active audience: First, media selection is initiated by the individual. Second, expectations regarding the use of media must be a product of individual predispositions, social interactions and environmental factors. And third, the active audience exhibits goal-directed behavior.
How things are circulated influences how audience members will receive the message and put it to use. According to Philip Elliott the audience is both the "source" and the "receiver" of the television message. For example, circulation and reception of a media message are incorporated in the production process through numerous "feedbacks."
Dylan, who's been active on X as of late, spotted her note and responded, "Just want you to know I’ve never told anybody not to make eye contact with me. That is just ridiculous. And the next ...
For example, Lamar said, the Museum of the Plains Indian in Browning, Montana, has demonstrator space set aside for artists to showcase their process and sell their art. 'We want to preserve that ...
For instance, the initial phase of the radio knew many examples of non-professional broadcasters". [4] Marshall McLuhan discussed the participatory potential of media already in the 1970s but in the era of digital and social media, the theory of participatory culture becomes even more acute as the borders between audiences and media producers ...