Audience Worksheet

What does audience demographics mean?

The demographic factors of an audience include age, gender,

religion, ethnic background, class, sexual orientation, occupation,
education, group membership, and countless other categories.

What is a primary audience? 

Primary audience is person who a message is directed.

What is a secondary audience?

Secondary audiences include anyone who may indirectly receive a
copy of the communication. These include anyone who will receive
a copy, need to approve, will hear about, or be affected by your
message.

What theory describes a passive audience?

An active audience engages, interprets and responds to a media
text in different ways and is capable of challenging the ideas
encoded in it. A passive audience is more likely to accept the
messages encoded in a media text without challenge and are
therefore more likely to be directly affected by the messages.

What theory describes an active audience?

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.