Active Audience Approach
- Created by: Millie143_
- Created on: 18-01-23 17:05
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Active Audience Approach
Models:
Gratification model-
Criticism of indirect and direct theories.
The audience uses the media for their own purposes and needs- they are the active agent.
It's what people do with the media.
Zillmann/ McQuail-
Influence of mood on media choice.
Boredom could encourage the use of exiting videos.
The same TV progamme might gratify needs for different individuals.
Peoples…
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