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

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Assuming that audiences are active means that they interpret and make sense of media texts based on their own experiences, beliefs, and contexts. This implies that the meaning of media texts is not fixed or predetermined, but rather, it is constructed by the audience. Therefore, consumers can alter or even invert meanings to suit their own purposes. This concept is known as "polysemy," which means that media texts can have multiple meanings depending on the audience's interpretation.

If Scholars Assume That Audiences Are Active Rather Than Passive,what