If Scholars Assume That Audiences Are Active Rather Than Passive

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.