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- Active_audience_theory abstract "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. Decoding of a media message may therefore be influenced by such things as family background, beliefs, values, culture, interests, education and experiences. Other theories and models are compatible with active audience theory, including the Encoding/Decoding model and the Uses and gratifications theory, which states that audiences are actively involved in determining what media they engage with and how, in order to gratify specific needs or desires. The Mass media article refers to a Culturalist theory, however there is little evidence of its use in relation to (mass) media. Active audience theory is seen as a direct contrast to the Effects traditions, however Jenny Kitzinger argues against discounting the effect or influence media can have on an audience, acknowledging that an active audience does not mean that media effect or influence is not possible. Supporting this view, other theories combine the concepts of active audience theory and the effects model, such as the two step flow theory where Katz and Lazarsfeld argue that persuasive media texts are filtered through opinion leaders who are in a position to 'influence' the targeted audience through social networks and peer groups.".
- Active_audience_theory wikiPageExternalLink effects.htm.
- Active_audience_theory wikiPageID "25755468".
- Active_audience_theory wikiPageRevisionID "525505976".
- Active_audience_theory hasPhotoCollection Active_audience_theory.
- Active_audience_theory subject Category:Media_theories.
- Active_audience_theory type Abstraction100002137.
- Active_audience_theory type Cognition100023271.
- Active_audience_theory type Explanation105793000.
- Active_audience_theory type HigherCognitiveProcess105770664.
- Active_audience_theory type MediaTheories.
- Active_audience_theory type Process105701363.
- Active_audience_theory type PsychologicalFeature100023100.
- Active_audience_theory type Theory105989479.
- Active_audience_theory type Thinking105770926.
- Active_audience_theory comment "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. Decoding of a media message may therefore be influenced by such things as family background, beliefs, values, culture, interests, education and experiences.".
- Active_audience_theory label "Active audience theory".
- Active_audience_theory sameAs m.09v0xh2.
- Active_audience_theory sameAs Q4677545.
- Active_audience_theory sameAs Q4677545.
- Active_audience_theory sameAs Active_audience_theory.
- Active_audience_theory wasDerivedFrom Active_audience_theory?oldid=525505976.
- Active_audience_theory isPrimaryTopicOf Active_audience_theory.