CONCEPT OF ACTIVE AUDIENCE
Definition of the Concept
Lot of theory that has been discussed earlier in this class focuses on passiveaudience that suggests that people are easily influenced by the media. While activeaudience concept can be viewed as a theory that focuses on assessing what people dowith media. This concept suggests that people make more active decisions about how touse the media (Littlejohn, 1999). For that reason, this concept can be referred to asaudience-centered rather than source dominated. Baran and Davis (2006) suggested thatthis concept should be looked under micro level perspective rather than macro level perspective. These ideas of audience are associated with various theories of mediaeffects. The powerful effects theories tend to be based on passive audience, whereas theminimal effect theories are based more on an active audience.
Development of the Concept
During the 1970s and 1980s, more researchers became increasingly focused onmedia audience. Most of them focus to gain more useful understanding of what people dowith the media in their daily lives. As this research develop, new and less pessimisticconceptualization of audience began to develop. Empirical researcher start to reexaminedlimited-effect assumption about audience and argued that people were not as passive asthese effects theory assumed (Baran & Davis, 2006). Their assumption were supported by