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With reference to the readings by Severin and Tankard and by McQuail, discuss some of the ways that audiences are active.

Although Severin and Tankard agree that audiences are subject to the ‘gratification theory’ they further question the interaction and types of communication that the audiences have with one another after being and audience of a media event together.
McQuails ‘models of mediation’ assign the media with a specific function in the everyday interaction people have with it.

‘A window’ (Comm 321 study notes. 2007)
The media has undoubtedly provided people with a continual, easy to access update of what is happening in the world around us. There is a privacy in the communication that allows us to absorb the information without having to interact with anyone else or be part of it. This is especially significant when we are informed of major events in the world around us eg. Natural disasters or updates on warring nations other than our own. Although the events may be of major consequence to the people who are involved, watching it on the news doesn’t necessarily provide a ‘call to action’ for all people. To some it is purely ‘knowing for knowing’ sake.

‘A mirror’ (Comm 321 study notes. 2007)
The media makes us feel secure that our opinions or feelings about particular subjects are right or are similar others. It can provide the necessary information to use in the course of communication with others and make us feel secure that we are empowered with information.

“A filter or gatekeeper” (Comm 321 study notes.2007)
The media is of course subject to maintaining its own existence and hopefully keeping their audiences informed but also entertained. If what is being relayed to the audience is too controversial or unsuitable then there is the possibility that the conveyor will lose the audience. This is why media networks are constantly holding focus groups and ardently...