Active vs. Passive Audience Theory

An active audience is one that actively engages with the text, they do not simply accept every media message. They question what they see and are influenced by such things as family background, beliefs, values, culture, interests, experiences and education. 

However, a passive audience does not actively engage with a media text. A passive audience is one that does not question the message that the media is sending and simply accepts the message in the way the media outlet intended. 

I would prefer my target audience to be active as they would be actively engaged and has their own individual view on the media texts and are influenced by cultures, interests, education or experiences... etc. However, I would like my target audience to be passive so they're not actively engaged with a media text and does not have question the media and simply accept it.

The Hypodermic needle or Bullet theory was developed in the 1930’s by researchers interested in explaining the effects of mass media consumption and propaganda in World War 1. The Nazi parties believed the media was highly influential, and so as one of their most effective methods of gaining support, seemingly converted a whole population to supporting Hitler’s rule through the use of Radio broadcasts. The theory claims that audiences are passive and homogenous – that is, each consumer wholly accepts the messages presented by the media in their intended form; each message presented by the media is blindly accepted regardless of individual differences. It is a closed text communication theory, suggesting that messages flow in a linear fashion from the sender to the receiver, with no interference. A limitation of this theory however, is that it suggests no person possesses differences in opinion at all. There is no room for subjective interpretation and it could be argued that if this theory were correct, society would be a group of people with exactly the same beliefs, whereas it is obvious that subjective interpretations exist.

In contrast to the Bullet/Hypodermic Needle Theory, the uses and Gratification theory assumes audience members are active. Developed in the 1940’s by Paul Lazarfeld, in response to growing criticism of the two-dimensional nature of the Bullet theory, claims that texts are open (to interpretation) and that consumers have power over the media, rather than the media having power over them. This 'bottom up' theory suggests that people are responsible for picking and choosing which media content they consume, and if/in which way they may be influenced by it. Just as the name suggests, each person has the power to decide which media texts they will consume for their own self ‘gratification’ or satisfaction. An example of this is how many television programs are axed even after only a few screenings of episodes, if the ratings or circulation statistics are low. Therefore, society is in control of the media they consume. Audience members may stop consuming particular media texts by simply switching the television off etc. However, the flaw of this theory is that it assumes the media has little to no influence whatsoever on the individual.

Different readings;

• Preferred reading/dominant reading where it is the 'intended' reading of the text.
• Oppositional reading where you dislike or disagree with the preferred reading.
• Negotiated reading where you dislike and like different aspects.
• Aberrant reading where you don't understand/misinterpret.

Therefore, when view the media you fall into one of these reading categories depending on your views and opinions on it.