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Oct 8, 2022 · Definition. The term “active audience” defines the consumers of media content and implies that they should not be viewed as passive recipients of information but rather as agents who engage with media content and are impacted by the social environment in which they watch it.
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. [1]
Dec 6, 2019 · Active Audience Theory posits that audiences are not passive recipients of media messages but rather actively engage with and interpret media content based on their own experiences, values, and beliefs.
Active audiences are highly engaged and participative, actively seeking out information and interacting with the content. They are more likely to share their opinions and thoughts, leading to a more dynamic and interactive experience.
Proponents of active audience theory claim that scholars cannot assume that the meaning of a text is fixed in advance of its reception because meaning is the product of a negotiation between the audience and the text in a particular context of reception.
Jul 5, 2018 · Drawing on insights from a web-based survey, it is argued that the ‘reluctant audience’ paradigm may be interpreted in terms of the ‘lazy audience’ and the ‘fearful audience’, which seem to coexist along with the ‘reactive audience’.
Audience theory - Wikipedia. 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 media, [1] most audience theory is concerned with people’s relationship to various forms of media.
