active audience in media

Question 1

uses and gratification model

Answer 1

people are active agents in the media, they use it to satisfy their needs, not think about what the media wants them to believe. Focus on what people do with media not the other way round.

Question 2

zillman

Answer 2

a persons mood may influence their media choice

Question 3

mcquail

Answer 3

people use media for entertainment, information, personal identity, and social intergration.

Question 4

hall

Answer 4

coding and decoding, audiences are actively doing that, engages, interprets and responds.

Question 5

selective filter model

Answer 5

klapper, media reinforces already held beliefs and attitudes, selective exposure, selective perception and selective retention.