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ERIC Number: ED261432
Record Type: Non-Journal
Publication Date: 1985-May
Pages: 38
Abstractor: N/A
Reference Count: N/A
The Active Audience: Trivia, Exaggeration, or Ideology.
Biocca, Frank
Prompted by the dichotomy in mass communication research between active audience and passive audience, this paper (1) establishes and analyzes the theoretical components of the concepts of "activity" and "active audience," (2) traces the intellectual origins of the concepts and their implicit ideological agenda, and (3) critiques the implications of the concept of audience activity for cognitive and social theory and research. The paper first examines the facets of activity, giving recognition to the psychologist Raymond Bauer, who created the phrase "active audience." Its other sections discuss the meaning of activity, internalized freedom and cognitive activity, the rift between conscious and the unconscious processing, and a more modest appraisal of activity. The paper concludes by noting that the concept of active audience defined as cognitive independence, personal freedom, and imperviousness to influence appears simultaneously to be bloated out of all proportion and seemingly anemic and thin. A 5-page list of references concludes the paper. (HOD)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A