Active & Passive Audience

Active & Passive Audience

1. Active audience theory

   • Unlike the passive audience theory which implies that people intake media texts without second thought, the 'active audience' theory argues that people are always translating what they see and hear and putting it into the context of society as well as internalising with the message even if it is done unconsciously
   • Postmodernism links with active audience theory, as Postmodernism encourages audience to come up with their own interpretation of the media text

2. Passive audience theory

   • This theory suggests that information coming from a media text is read and taken into account naturally, without cognitively processing it or attempting to challenge what they have been told or what they have seen, and therefore the messages as a whole is accepted by the.