Uses and Gratifications Approach
Mark Levy and Sven Windahl provide a good description of what it means to be an "active consumer" of media:
"As commonly understood by gratifications researchers, the term "audience activity" postulates a voluntaristic and selecive orientation by audiences toward the communication process. In brief, it suggests that medi use is motivated by needs and goals that are defined by audience members themselves, and that active participation in the communication process may facilitate, limit, or otherwise influence the gratifications and effects associated with exposure. Current thinking also suggests that audience activity is best conceptualized as a variable construct, with audiences exhibiting varying kinds and degrees of activity."
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Famous quotes containing the word approach:
“A novel which survives, which withstands and outlives time, does do something more than merely survive. It does not stand still. It accumulates round itself the understanding of all these persons who bring to it something of their own. It acquires associations, it becomes a form of experience in itself, so that two people who meet can often make friends, find an approach to each other, because of this one great common experience they have had ...”
—Elizabeth Bowen (1899–1973)