Media: Active Audience

Question 1

McQuail (1972)

Answer 1

Audiences are active in their use of media

Question 2

McQuail (1987)

Answer 2

Audiences use media for:
- Information
- Identity
- Interaction
- Entertainment

Question 3

Klapper - Selective Filter Model

Answer 3

Audiences are not passive receptors to media messages, they have selective:
- Exposure
- Perception
- Retebtion

Question 4

Uses & Gratifications

Answer 4

Audiences use media to satisfy their own needs

Question 5

Criticism of Active Audience

Answer 5

Overly individualistic