In the study of entertainment and media, the preeminent theoretical perspective that deals with the idea of "the active audience" is known as ___ .

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Question restatement: In the study of entertainment and media, the preeminent theoretical perspective that deals with the idea of the active audience is known as ___ .

Option 1: The Spiral of Silence. This theory, proposed by Noelle-Neumann, focuses on how individuals may remain silent when they perceive their views to be in the minority to avoid social isolation. It emphasizes the societal pressure around opinion visibility rather than active audience engagement or gratification-seeking in media use. Therefore, it does not capture the active audience concept as its core.

Option 2: The Two-Step Flow. This model suggests that media influence travels from mayors or media elites to opinion leaders and then to the broader public. It highlights mediated influence and social diffusion but does not center on audiences actively choosing and using media to satisfy specific needs, which is the hallmark of active audience theory.

Option 3: Uses and Gratifications. This perspective explicitly centers on the active role of audience members, positing that people actively select media to satisfy individual needs and goals (such as information, personal identity, integration, and entertainment). It treats audiences as goal-directed users who interpret and utilize media to fulfill diverse gratifications, making it the correct fit for the idea of an active audience.

Option 4: Agenda Setting. This theory deals with the media's power to influence what topics the public considers important, highlighting media influence over public perception rather than the audience’s active, gratification-seeking role in media consumption. It focuses on media effects on audiences’ concerns, not on the audience actively choosing and using media for specific needs.

In summary, the core idea of an active audience—that audiences actively select, interpret, and use media to fulfill particular needs—aligns most closely with Uses and Gratifications, while the other options describe different media theories that do not center the audience’s active, purposive use of media in the same way.

CMN 010V A01 FQ 2025 Entertainment QUIZ

In the study of entertainment and media, the preeminent theoretical perspective that deals with the idea of "the active audience" is known as ___ .

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