Active Audience 📲

Question 1

Zillmann

Answer 1

Says that a persons need impacts their media uses

e.g if stressed may choose relaxing content

Question 2

McQuail

Answer 2

Uses/gratification theory

The theory suggests that the audience uses the media for their own purpose to satisfy their needs-

E.g for education or comedy

Question 3

Hall

Answer 3

Coding/decoding

Question 4

Klapper

Answer 4

Selective filter

People actively select and filter media messages and content as the media simply reinforces previously help benefits/attitudes

1) selective exposure
2) selective perception
3) selective retention

Question 5

Pluralist view of the media

Answer 5

The media gives us what we want