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    STUDIA EPHEMERIDES - Issue no. 2 / 2011  
         
  Article:   AUDIENCES: ACTIVE, PASSIVE OR … REACTIVE?.

Authors:  . 		 
       
         
  Abstract:  The notion of activity has been widely discussed in connection with audience research. The purpose of this article is to bring together some of the opinions expressed so far, to compare them, and to discuss the main arguments that they bring, for or against. The goal will be to decide which is more convincing, and to suggest ways of overcoming some of their difficulties. This study will employ theories from philosophy and literary theory, as a background to the analysis, and will try to adapt some of the more useful arguments to the field under discussion, namely, journalism.

Keywords: Audience activity, Mass-media effects, Reception theory, Aesthetic pleasure, Framing theory, Attention level, Interpersonal communication 		 
         
     
         
         
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