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- 88% of social media users are registered voters

- 94% of voting age social media users who see a political message online watch the entire things; 34% then go on to share it​

- "JFK is the first television president. This year's victor may well be determined by the impact of Facebook and Twitter

Application of Active Audience Theory (Qualtrics Survey)

  • 43 respondents
  • Testing to see exposure, interpretation, and effects of 2 political ads
  • Asked questions regarding race, origin, socioeconomic class, parents highest education, politically active, political opinion on the election, and whether or not the 2 political ads had an impact

The Two Political Ads

How Is the Theory Relevant

Cons

  • Interpretation
  • Construction of text

Pros

What Is Active Audience Theory?

• Active Audience Theory was developed by Stuart Hall.

• Early theorists had an interpretation that mass media messages simply treat an audience as if they were a sponge.

• There are different ways that the audience can receive the message and decode it based on their identity, cultural knowledge and opinions.

• Every message that is received through an audience could be decoded into more than just one way.

  • ​ “Sociopolitical role of the media, the audience member’s cognition of self and “reality,” as well as, the moment-to-moment cognitive processes by which individual decodes media content form”

  • "A new dominant paradigm in effects research"

  • Activity is said to exist prior to media use ("pre-activity'), during media use ("duractivity'), and following media use ("post-activity') (Blumler, 1979;Levy, 1983;Levy& Windahl, 1984a, 1984b)

Applying Active Audience Theory

  • Media audiences are heavily influenced by personal beliefs and values

  • Active Audience Theory implies those who have predetermined strong belief toward a specific candidate will do their part

  • Active Audience Theory proposes media audiences are influenced by social class and race

  • Viewers take in information and make sense of it within their own personal and social context

  • To some people the "47 percent" video has Mitt Romney come off as a man who is out of touch with reality

  • To other people the same video can be viewed in a complete different context

Active Audience Theory

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