An active consumption is when the audience will engage and discuss media messages that comes across to them and some times question the media messages through life experiences. Others may interpenetrate the message in a different way or question it, by doing this the audience won’t be as suggestible to tell them what to think. Shows like ‘Question Time’ like to get politicians and journalists on the show to discuss world wide issues and domestic issues, the audience who ask the questions are more active due to the deep discussions they have with the panel than people sitting at home. However people at home can interact with Tweeter with the panelists and create debates, so Home viewers become less suggestible and more active as they can get involved in debates.
A passive consumption is when the audience doesn’t engage or question the media message but just accepts it, this what media outlets want to achieve when making a film or show as they want to view to except and not question. To get the audience into this state the story has to be believable, it doesn’t need to realistic as that would make it boring and unrealistic would look rubbish.
http://www.slideshare.net/geoffjmoss/media-theories-3016026 (Media Theories)