If Scholars Assume That Audiences Are Active Rather Than Passive

question 114

Multiple Choice

If scholars assume that audiences are active rather than passive, what does this imply about the meaning of media "texts"?

• A) Media producers manipulate audiences in order to sell goods.
• B) Media content is "shot" into audience members, who respond instantaneously to its stimulus.
• C) Every media consumer experiences meanings in the same way.
• D) The meaning of any particular media text isn't very important.
• E) Consumers can alter and even invert meanings to suit their own purposes.

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Definitions:

Interstate Highway

A network of controlled-access highways that forms part of the National Highway System in the United States.

Own Garage

An individual's private parking space or storage area typically attached to or located near one's home.

Intermediate Goods

Goods that are used in the production process of other goods and services but are not part of the final product.

Final Goods

Goods that have completed the manufacturing process and are available for sale to the end user or consumer, as opposed to intermediate goods used in production.