An active audience exercises some agency in selecting and using media for different purposes. That agency can coexist with mandatory exposure, habitual behavior, economic constraints, and algorithmically shaped choices, so audience activity describes purposeful use rather than complete freedom over what people see.
- Entry typeKey concept
- Category of its source unitParadigms, Traditions & Metatheories
- DomainMedia, Publics & Society
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.
Editorial orientation · Category
Paradigms, Traditions & Metatheories
Provides a broad intellectual perspective within which multiple concepts, theories or investigations are developed. Traditions carry histories and commitments; metatheories examine how theories themselves are organized or related.