本文主要讲述受众理论，主动受众理论认为，人类不仅仅是接收信息。他们根据自己的意识形态和知识，积极参与理解信息。受众的信仰、价值观和教育对媒体信息的解码(Shoemaker and Reese, 2013)。观众总是参与到媒体如何与他们互动，以及媒体如何满足他们的需求之中。这些受众不是信息的被动接受者，而是积极参与到人们如何解读信息中去。本篇美国英语语言学论文代写文章由美国论文通AssignmentPass辅导网整理，供大家参考阅读。
The active audience theory states that humans do not simply receive information. They are actively involved in making sense of the message based on their ideology and knowledge. There is decoding of the media message that is influenced by the beliefs, values and education of the audience (Shoemaker and Reese, 2013). Audiences have always been involved in how the media is engaged with them and how it meets their needs. These audiences are not passive receivers of the information rather they are actively involved in how the information is construed by the people.
According to Stuart Hall, three kinds of audiences can be broadly classified. They are the dominant audiences, negotiated audiences and oppositional readers (Shoemaker and Reese, 2013). The dominant audiences are the hegemonic readers who accept the information and reproduce the preferred reading. The negotiated reader tries to collate information and aligns it with their ideology (Carlson, 2017). The oppositional reader or the counter-hegemonic readers are directly opposing to the dominate code and understand the preferred reading. They try to build an alternative frame of reference (Shoemaker and Reese, 2013). Emergence of social media has changed the dynamics of the active audience theory. The audience classification has been turned completely in these dynamics. It has been observed that emergence of the new age audience who cannot be classified into any one audience groups (Shoemaker and Reese, 2013). The audience have become the proponent or a part in which the information is carried over to the different groups.
The social media news outlets consistently underestimate the audience impact and the size. The audience is 27% of the true volume. The information is shared with the peer and across the spectrum (Dinnie, 2015). This causes undercurrents of the audience attention and their behaviour in the online social networks (Dinnie, 2015). In reality, the impact of social media news outlets on the people is not fully known. The impacts and the dynamics of the technology are to change on a daily basis. These cause visible impact on the construction of the relationships in society. It can be observed a considerable impact that the social media networks cause on society and have a profound impact on how the people perceive the information (Shoemaker and Reese, 2013). An innate relationship between the social media and consumers exist. The potential is not known (Wright, 2017).
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