Active Audience Media Theory
The media theory that interested me the most was active audience or audience interpretation. The media does try to influence and almost control what their audience thinks and does in response to what is shown. However, the audience has the power to take away whatever they want from a given media presentation. The role of the audience member in the success of a TV show, movie or news story still plays a large part in media–regardless of what the big cable networks might think. Sure, they are able to delight the masses or sneakily gain acceptance of whatever it is they are showing and telling us, but they do not ultimately have the final say in what we (the audience) think about the material or how we respond to it. The theory of audience interpretation is the one thing over which big cable powerhouses such as Viacom or Time Warner cannot gain control. The media monopoly stops there.