Audience Theory

There are two different types of audience. The active audience choose what they want to watch or listen to which means they know exactly what they want and what genres and artists they are interested in. Whereas the passive audience would watch a programme or listen to a song just because it was on the television or radio.

People can make these choices through...

• Commenting on YouTube videos
• Following what an artist is doing through liking or following them on social networking sites 
• Looking on the band or artists website 
• Going to a band or artists concert
• Buying an artists album
• Watching music channels
• Pre ordering CDs

Making choices now was very different to making a choice in the past. Watching Top Of The Pops, listening to the radio, reading magazines and word of mouth were really the only ways people were able to make a choice in what kind of genre/artist they liked.

Uses and gratifications theory - McQuail

Reasons for active choice by media audiences:

Personal identity

Changing your characteristics/image to fit to an artist or character from a TV show or film.

Personal relationships

Using media to meet new people.

Information and updates

Watching the news to find out what is happening in the world.

Escapism and diversion/entertainment

For fun, relaxation and being diverted from problems.