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)
The Uses and Gratifications theory focuses on why and how people actively seek out media products. This theory is the antitheses to the Hypodermic Needle Model, which suggests that the consumer directly receives and accepts messages that the media sends out. Censorship in countries such as North Korea is widespread, and often messages are sent out through the government, often by media, to the public, which they accept and do not question, relating to both the Hypodermic Needle Model and Passive Consumption. The Hypodermic Needle Model was often seen in propaganda in WWII, in order to encourage people to sign up to service, and to make a clear division between what countries were “good” and “bad”.
Reception Theory investigates how individuals react to media material, and how it is interpreted by each person, such as books and films. Depending on the content, and the way that is is shown, each person can take the material and interpret in many different ways, because of their upbringing, cultural background or even their education.
Cultivation Theory explores the long-term effects of television and how it may leave the viewer with a distorted view on the world, as they are seeing it through the eyes of television. Often violent films and television shows are brought up with this theory, as it is claimed that these kind of films can manipulate and influence individuals on their actions in everyday life. This is often why people call for censorship, so these kind of cases can be avoided.