What is an Active Audience Theory Free Essay

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What is an Active Audience Theory

What is the active audience theory? How useful do you think it is as a concept? To begin, I will firstly define the theory of ‘active audience’. This theory offers the notion of small groups or individuals ‘actively’ constructing their own interpretations and the meaning of the world. The implication is that the media do not have any effects on audiences because people interpret the media’s messages in many different ways and according to their own prejudices. People can apparently live in what amounts to a sealed space of thought and language creating their own versions of what is taken to be real on the basis of pre-existing beliefs or values (rather as football supporters are alleged to ‘see’ only the fouls committed by the other side)

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