In class, we discussed what Nightingale and his partner established in their articles. What I am referring to, is the difference between an active audience and an interactive audience, and what traits, characteristics, and habits are associated with each. Today however, I am going to discuss a different theory, which is slightly more recent, although similar. This theory is the differences between an active and passive audience, and how we are transitioning gradually from the first to the latter.
First, we must establish the differences between a passive and an active audience. According to an article on elevate.com, a passive audience is a less questioning, more conforming audience. Members of this type of audience accept most opinions displayed through the media they consume without question. This interpretation of opinions happens just as the media distributor intended it to. On the other hand, an active audience is one in which its members view media through a very critical lens, thoroughly examining opinions and messages being portrayed through the media they are using. Viewers develop their own independent opinions and ideas of the media they’re consuming. Now that these differences have been established, we can further understand how the majority are moving from being a part of the passive audience, to being a part of the active audience.
The rate of education is on a steady rise. Post-secondary degrees are at their highest rate ever in Canada, with over 50% of the qualified people either with degrees or trying to obtain them. Essentially, people are much more educated than they used to be. The movement towards critical questioning by audiences is partially due to the fact that we are much more educated now than we once were. After being in University or College for a length of time, critical thinking skills are highly developed and encouraged, and have likely become a habit. People are more suspicious and interested in what they are viewing, and are therefore much more likely to form their own opinions, rather than conforming to the portrayed ones. Education is not the only major role in this movement. Unlike in the past, nowadays companies are much more exposed, in the sense that people are more curious and want to find things out about those who are in power. If we know more about the people who are controlling a market, or a large portion of entertainment, we can more easily form our own opinions based on the people portraying the messages in media to us. Rather than just accepting what is said to us, we can use factors such as these to question what is being said.
The movement from passive to active audiences has made immense changes in the field of media and entertainment, and this is definitely a good thing. Group mentalities produced by an elite few is going to become more and more uncommon, and as people get more and more educated our opinions and views will become more and more subjective. Diversity is what makes our world interesting, and if everyone had the same opinion due to lack of criticism, it is safe to say our world would be pretty boring.
Sources:
http://www.nbm.com.au, New Business Media -. “Passive vs. Active Audiences – Why Audiences Are Smarter than Ever in 2017: Elevate Communication.” Elevate Communication, http://www.elevatecom.com.au/blog-view/passive-vs-active-audiences-why-audiences-are-69.
Williams, Phillip. “A Glance at Canada’s Postsecondary Education Standings.” University Affairs, http://www.universityaffairs.ca/opinion/margin-notes/a-glance-at-canadas-postsecondary-education-standings/.
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