More recent approaches to audience theory suggest that audiences are active rather than passive in their media consumption, that is, they make active choices about what they consume. For example, they watch films to escape into a different world, to share experiences with their friends and families, to reinforce their beliefs and values and to learn about their world.
Here is my SlideShare presentation on how audiences are active in the consumption of media sources. This research will give me a more informed idea of how to reach our target audience.
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