WHAT IS THE DIFFERENCE

BETWEEN AN ACTIVE AUDIENCE AND A

PASSIVE AUDIENCE?

An active audience is one that actively engages with the text. They do not simply accept every media message. They question what they see and develop their own interpretation of a media product based on their life experiences, education, family and cultural influences. ‘Bottom up’ theories generally assume an active audience. Theories such as “Uses & Gratification” and “Postmodernist theory” assume that audiences are active.

WHAT IS AN ACTIVE AUDIENCE ?

A passive audience does not actively engage with a media text. A passive audience is one that does not question the message that the media is sending and simply accepts the message in the way the media outlet intended. ‘Top down’ theories of media influence tend to assume that audiences are passive. Theories such as “Bullet/Hypodermic” and “Agenda Setting Function” assume audiences are passive.

WHAT IS A PASSIVE AUDIENCE?

Discuss two communication models or theories that present opposing views about the power of the media to influence audiences. In your response analyse and evaluate the arguments and evidence used both for and against these two models or theories.

COMMUNICATION THEORIES

Firstly you need to be able to discuss two OPPOSING theories of communication

Identify the theory, it’s origin, the developers and the reason for it’s development..

Does the theory assume active or passive audiences?How would this theory explain an influence.Remember, advertisers do not use theories! We, as

media analysts, simply use the theory to try and explain the influence the ad has, if any….

APPROACHING THE QUESTION

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