Active Audience Approach


Active Audience Approach


Gratification model-

Criticism of indirect and direct theories.

The audience uses the media for their own purposes and needs- they are the active agent.

It's what people do with the media.

Zillmann/ McQuail-

Influence of mood on media choice.

Boredom could encourage the use of exiting videos.

The same TV progamme might gratify needs for different individuals. 



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