Active Audiences

Question 1

Zillmann

Answer 1

Persons mood may influence media choice, e.g. warden might encourage the choice of exciting content. These different needs are associated with individual personalities, stages of maturation, backgrounds, and social roles.

Question 2

McQuail

Answer 2

Following categories of common reasons for media use, e.g. information, personal identity, integration, and social integration and entertainment.

Question 3

Coding/decoding - Hall

Answer 3

Coding equals media messages are produced by media professionals in ways that support the power structures of society and decoding also argues that audiences are able to understand and decode these messages in a way that reflects that social background.
An active audience, engages interpreters in response to a media text
A passive audience is more likely to accept the messages
Media example: Lauren Allred

Question 4

Klapper - selective filter model

Answer 4

Selective filter model and argue that audiences are not passive sectors of media propaganda, but the media reinforces already held beliefs and attitudes.