This document discusses the differences between passive and active audiences. A passive audience uncritically accepts media messages without thinking, concludes without judgment, and copies what they see. In contrast, an active audience mediates and thinks critically about media messages, understands it is just pictures, and does not simply copy what they see. The passive audience is more likely to be influenced by media and modify their opinions or behaviors, while the active audience thinks through messages and does not follow without thought.

1. Audience

2. Audience
A media student's guide to the front row.
Volume 1

4. From the first picture to
the finest 3D film there
has always been an
audience.

6. Audiences are not just
spectators - they are
readers.

8. Audiences interpret
what they see, but by
how much, how often
and to what effect is
the subject of many
theories.

10. Who is the audience?

12. The Passive Audience
Otherwise known as
the couch potato
This audience
accepts without
thinking
Concludes without
judgement
Copies

14. The Active Audience
This audience
mediates and is
measured about what
it sees
This audience
understands that it is
all just pictures
This audience does
not copy

16. Confusing?
Can be!
The passive audience is more likely to act
because it copies, they are influenced, modify
their lives or their opinions, or, at worst, think
it's real.
The active audience thinks through what
they are told, it does not follow without thought.

18. A passive audience
Might think all
teenagers are
violent

19. A passive audience

20. A passive audience
Might go on a
diet to be thin
like a model or
a stick insect

21. A passive audience

22. A passive audience
Might imitate
what they see

24. An active audience
Might think
that was stupid

25. An active audience

26. An active audience
Is able to judge
for themselves

27. An active audience

28. An active audience
Knows it is all
just pictures

30. But who can resist advertising?

31. Credits
www.morguefile.com
Judith Gunn
www.flickr.com
www.myflippingclassroom.com