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 consists of persons to who a message is directed.

What is a secondary audience?

Secondary, or "hidden", audiences include anyone who may indirectly receive a
copy of the communication.

What theory describes a passive audience?

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?

An active audience engages, interprets and responds to a media text in different
ways and is capable of challenging the ideas encoded in it.