2. Active Audience
The view that the audiences are not
merely passive receptacles for
imposed meanings but rather
individual audience members who
are actively involved, both
cognitively and emotionally, in
making sense of texts.
This active involvement has several
interrelated dimensions: perception,
comprehension, interpretation,
evaluation, and response.
http://www.oxfordreference.com/view/10.1093/acref/9780199568758.001.0001/acref-9780199568758-e-0013
3. Postmodernism
An approach to contemporary theory and culture which argues that
established ways of describing social existence ignore the fractured
and contradictory nature of contemporary life.
Although there is some doubt about the worth of postmodernity as a
description of the present social formation, there is no denying
postmodernism’s impact as a cultural movement.
One of the major reasons given for the onset of the ‘postmodern’
condition is the existence of new media forms and the information
society.
‘The complete A-Z Media & Communication handbook’ Stuart Price (1997)
4. Pluralism
A theory which argues that society is made up of many different
groups, and that political and social power is fairly widely dispersed
among these groups. Pluralists also believe that participatory
democracy is impossible to achieve in very large societies, with the
result that ‘representative’ democracies provide a reasonable
compromise between different factions.
Pluralism has faces extensive criticism for its failure to examine the
imbalance of power in modern societies, and for concentrating
instead upon the notion that various interest groups have equal
chances to intervene on issues of public policy.
‘The complete A-Z Media & Communication handbook’ Stuart Price (1997)
