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Description
| Question | Answer |
| Active Audience Theory | Uses/gratifications model, what people do with media. |
| Characteristics (Active Audience Theory) | Audiences actively decide what media content to consume depending on what they need or want at a given time e.g.: To stay informed or educated about news events. To identify with TV/film characters they share views with. |
| Advantages (Active Audience Theory) | Gives the consumer more control over what media products they consume. More suitable for explaining newer media forms, such as the internet websites, where there are many different choices provided to users. |
| Disadvantages (Active Audience Theory) | Gives too much power to the individual and does not take into account other social factors. Focuses too much on why consumers access media products themselves. |
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