Mass media audience: an attempt to understand the trajectory of activity

Abstract

The aim of this intervention is to point out the excessive use of the concept of the active audience in the field of media and communication, as we have indicated the oscillation of theses between the assumption of the passivity of the audience and its activity for a long time, and then the tendency of some scholars to celebrate the permanent immunity of the audience and linking it to creativity and appropriation in their research and lessons. We concluded that audience activity carries different meanings and levels, which requires dealing with it procedurally as a multi-dimensional variable and not a unified entity, with the proposal to integrate both uses and gratifications researches and effect researches as one of the possible paths that may make audience researches more integrated.