EDUCATION (CBSE/UGC NET)

Detailed explanation-1: -An active audience engages, interprets and responds to a media text in different ways and is capable of challenging the ideas encoded in it. A passive audience is more likely to accept the messages encoded in a media text without challenge and are therefore more likely to be directly affected by the messages.

Detailed explanation-2: -The users and gratifications model suggests that media audiences are active and make active decisions about what they consume in relation to their social and cultural setting and their needs. This was summed up by theorists .

Detailed explanation-3: -An active viewer is someone who is watching with purpose. Maybe it’s a training video that they have to watch, or a tutorial with critical information to their job. When they’re actively watching, they’re engaged, paying attention, and emotionally responding.

Detailed explanation-4: -An audience that is exposed to media/marketing material but doesn’t actively engage with the content or messaging.