Uses and Gratifications Approach
Mark Levy and Sven Windahl provide a good description of what it means to be an "active consumer" of media:
"As commonly understood by gratifications researchers, the term "audience activity" postulates a voluntaristic and selecive orientation by audiences toward the communication process. In brief, it suggests that medi use is motivated by needs and goals that are defined by audience members themselves, and that active participation in the communication process may facilitate, limit, or otherwise influence the gratifications and effects associated with exposure. Current thinking also suggests that audience activity is best conceptualized as a variable construct, with audiences exhibiting varying kinds and degrees of activity."
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