Audiences can consume media passively or actively.
Passive audience most likely accept the messages encoded in media text and easily to get affect by the message
Active audience they engages, interprets, and responds to media text in different way and capable challenging the ideas encode in it.
Passive: Active:
- Hypodermic needle theory -Uses and gratification theory
- Desensitisation -Reception theory
The hypodermic needle theory is a model of communication suggesting that intended message is directly received and wholly accepted by the receiver.
Desensitisation occurs when an audience is repeatedly exposed to shocking or violent content. Repeated experience numbs the effect.
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