Ver a audiência como activa e não passiva
«By the 1960s and 1970s, researchers began to view the audience as "active" participants in the communication process, as opposed to
"passive." McQuail (1972) and his colleagues designed a "typology of media-person interactions" which stated audiences seek out media and content for: 1) "diversion" as a means of "emotional release" or to "escape from routine or problems;" 2) "personal relationships," which offer "companionship" and "social utility;" 3) "personal identity," which provides for "self reference, reality exploration, and value
reinforcement;" and 4) "surveillance" as a means of seeking information (McQuail, 1972, p. 388)» (Free, 2005)
"passive." McQuail (1972) and his colleagues designed a "typology of media-person interactions" which stated audiences seek out media and content for: 1) "diversion" as a means of "emotional release" or to "escape from routine or problems;" 2) "personal relationships," which offer "companionship" and "social utility;" 3) "personal identity," which provides for "self reference, reality exploration, and value
reinforcement;" and 4) "surveillance" as a means of seeking information (McQuail, 1972, p. 388)» (Free, 2005)
0 comentarios