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... Some theories argue that audiences are passive and do nothing but blindly receive messages from the media, but in this essay, I will talk about ˇ§the active audienceˇ¨. ... (Kent, 1994: 1)
Moreover, Herbert Blumer provided an explicit framework in which the audience could be located as an example of a new form of collectivity made possible by the conditions of modern societies. The term he used for the audience was ˇ§massˇ¨, which he differentiated from older social forms, especially the group, the crowd and the public. (McQuail, 1997: 6)
The word ˇ§audienceˇ¨ has been a familiar term in communication research since its earliest days; it is the collective work to denote the ˇ§receiversˇ¨ in the simple sequential model of the mass communication process. There is an established discourse in which ˇ§audienceˇ¨ simply refers to readers, viewers or listeners of one or another media channel or of this or that type of content or performance. ... An audience can thus be defined in five different and overlapping ways. ... Finally, by time as in ˇ§daytimeˇ¨ or ˇ§prime-timeˇ¨ audiences, or short term compared to enduring audiences. ... One approach views the audience as very much the passive recipient of media messages, hence, the media is seen as producing effects in an audience. The second approach considers the audience as much more actively involved in media interpretation. ... The message is encoded by the sender, and the audience members are passive receivers of the media texts. The audience has no role in the creation of meaning and they are all receiving exactly the same thing from the media text. (McQuail, 1994: 50)
According to the ˇ§effectsˇ¨ model, which considered society to be composed of isolated individuals who were susceptible to media messages, the media is like a hypodermic syringe which injects ideas, attitudes and beliefs into the audience who, as a powerless mass, have little choice but to be influenced. ... (Hart, 1991: 60) Also, media could not have such direct effects on the audience they serve, the media is a comparatively weak influence in moulding individual beliefs, opinions and attitudes. ... (McQuail, 1994: 290)
Therefore, a new approach to the dynamics of audience and text relationship was suggested in the Uses and Gratification model.
Approximate Word count = 1728
Approximate Pages = 6.9
(250 words per page double spaced)
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