Users who use media for their own ends are identified as
2013
Users who use media for their own ends are identified as
Answer: B. Active audience — ConceptAudience theories distinguish passive reception from active, purposeful media use. In the uses-and-gratifications approach, users exercise agency: they…
- A.
Passive audience
- B.
Active audience
- C.
Positive audience
- D.
Negative audience
Show answer & explanation
Correct answer: B
Concept
Audience theories distinguish passive reception from active, purposeful media use. In the uses-and-gratifications approach, users exercise agency: they select media and content to satisfy needs or achieve personal goals.
Application
The stem describes users employing media for their own ends. That wording signals purposeful selection and goal-directed use, which is the defining idea of an active audience.
Contrast
Passive audience: emphasizes reception and media effects while assigning limited agency to users.
Positive audience: describes a favourable orientation or response, not the user-agency dimension.
Negative audience: describes an unfavourable orientation or response, not the user-agency dimension.
Result
Such users are identified as an active audience.