My understanding of audiences were the people who consume the media and who are activley targeted through the media. I learnt this week that audiences can be more than just that, they can be active or passive in their viewing. To me a passive audience would be taking no real interest in the media product, they would be absorning the information from passing by (such as walking past advertisements), watching for relaxation (such as Television) or listening to cover the silence (such as radio in the car). An active audience would be one that physically engadges itself with the text, either emotionally or physically. These two undestandings of audences highlight what is said in the reading about how "
The proliferation of technologies for reproduction and distribution of media forms allowed people to enjoy them in situations of their own choosing rather than at the whim of the broadcaster". I agree that this has had some effect on the audience and the fact they can choose where, when and how they view the medium can effect what tipe of audience they become.
DVD's such as this encourage the viewer to be an active audience and to take part in the activities shown on the DVD. An exaple of a passive audience would therefore be someone who did not tke part in the activities and watched the DVD with no emotion or drive behind them. This weeks reading really helped me understand the differences of the two.
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