active audience theory

Active audience theory suggests that audiences are not passive consumers of media but actively engage with it, interpreting and making meaning based on their own experiences, beliefs, and contexts. This perspective emphasizes that individuals can influence how media messages are perceived and understood. For instance, two people might watch the same movie but take away different lessons or emotions based on their backgrounds. Therefore, the audience plays a crucial role in shaping the impact and significance of media content, highlighting the interactive relationship between media producers and consumers.