... Audience do actively interpret media message. Thus, we will be looking at arguments, illustrated with examples and case studies, put forth by various writers and researchers, with reference to the viewing of television, that support Morley’s statement.
As mentioned, audience are active. Therefore, what is meant by active audience?
An active audience is someone who actively makes sense of the media messages based on his or her own perception. Morley states that “ these people were out there, in front of the set, being active in all kinds of ways – making critical/ oppositional readings of dominant cultural forms, perceiving ideological messages selectively/ subversively, and so on. ...
As such, mass media should not take it for granted that audience are passive. ... Therefore in the study of television and other mass communication technologies, the reaction of audience toward media message can directly or indirectly affect the production and construction of media message.
In relation to that, recent qualitative research on media audience is based on how they interpret media content. “Central to the renewed interest in qualitative research on media audiences have been questions of how specific audience make meanings in their engagement with media in the context of everyday life, an emphasis on audience activity rather than passivity, and an interest in why the media are pleasurable. ... As Seiter (1999) state that the uses and gratifications research represents a change in the view of the relationship between media and audience, as it focuses on how an individual can actively make sense from media messages and thus benefit by assimilating them into their lives. ... The receiver, audience, can interpret media messages in 3 ways. When the audience accepts and absorb the messages passive, he or she is said to be performing a dominant reading. In the case of negotiating reading, the audience is said to have interpret the message based on social experience, the viewer chooses what is acceptable or unacceptable according to her own perceptions. ... Audience that adopt this type of reading reject certain media text at once. ... Thus McQuail (1997) stated that audience are perceived as a group rather than a mass. ... On the other hand, by perceiving audience as a mass means that its members does not know each other and they passively absorb what is presented to them by the sender.
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