L.

O:to explore how audiences

engage with digital media
products
24% of 12 to 18 year olds in the us
spend one quarter of their media time
using multiple media.
I use digital media both on my own and
with other people if its gaming or playing
on my own
Key terms:
Individual consumption: when users
engage with a digital media product of
their owml,for solo enjoyment (eg;gamer
consumer web surfer listener dvd )
Group consumption: when users engage
with digital media product with others
for collectives enjoyment (eg; social
interaction sharing)
PASSIVE MEDIA is classically
represented by printed forms of media.
This includes newspapers, periodicals,
and books. A passive media form is one

in which the consumer reads or takes

part as a consumer of the media but it
doesnt require proactivity in its use. The
flow of information is one way, from the
media form to the consumer. There is no
clicking, pausing, or playing, beyond
engaging the mind in concepts. Other
forms of passive media include signs,
billboards and radio.
ACTIVE MEDIA is classically
represented by forms such as video,
television, movies, and virtually anything
with a screen. Though readers of a novel
may follow a plot line, the novel is not
able to emotionally engage its audience
to the depth that video can do. Whether
long form (30-minutes or more), or short
form (10-minutes or less), video is able
to capture and induce emotional and
psychological response at levels that
passive media cannot accomplish. In
some ways we might consider video to
be passive since the flow of information
is still one way. However its engaging
content places it in the active media
category.

Hyperdormic needle theory

This was one of the first media theories
used as an attempt to explain how
audiences consume media it suggests
that the audience passively (wiyhout
realisation receives information via
media text and that they do not
challenge or process the information
uses and grafication theory
the uses and grafication theory states
that we active consumers of media and
that there are four main reasons we
choose to consume any given media
product
key terms
target audience; a specific group of
people within the target market at wich
a product ort the marketing message of
qa product is aimed
PRIMARY AUDIENCE; the main target of
the product

SECONDARY AUDIENCE any consumers

that are outside the primarty audience
AUDIENCE CATEGORIES

AGE
GENDER
SOCIO-ECONOMIC BACKGROUND
PERSONALITY TYPE