Passive and active viewing (Uses and gratifications)

Audiences can be passive (they comply with the message sent) or active (filtering content/resisting messages/reinterpreting)

The uses and gratifications model suggests audiences are much more active than the hypodermic needle model would suggest

It suggests that an audience chooses media for their own specific needs and desires

• Personal relationships

Social interaction (e.g. something to talk about with others)

• Surveillance

Educational purposes or to solve problems (e.g. news)

• Personal identity 

Forming opinions, understanding ones self, influencing behaviors 

• Diversion

Entertainment, escape, habit, passing time