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

Question

Quizplus · Accepted Answer

If audiences are considered active, then they are not just passive recipients of media messages but actively engage with media texts. This means that they can interpret, negotiate and even alter meanings of the media text to fit their own values and beliefs. Therefore, the meaning of any particular media text can be subject to multiple interpretations and can be shaped by the audience’s own experiences and perspectives. Choice A is incorrect because it assumes that producers have complete control over the audience, which is not true if audiences are considered active. Choice B is incorrect because it assumes that all audiences have the same perspective, which is not true. Choice C is incorrect because it suggests that the meaning of media texts is negligible, which is not true if audiences are engaged with media texts.

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