Active vs passive

Active vs. Passive Audience Theory

Active audience theory argues that media audiences do not just receive information passively but are actively involved in making sense of the message within their personal and social contexts. There is no one 'reading' of a text, but a multiplicity of reading. Things such as family background, beliefs, values, culture, interests, education and experiences may have an influence on decoding media messages.

Readings:
Preferred reading/dominant reading.
The intended reading of the text.

Oppositional Reading:
You dislike/disagree with the preferred reading.

Negotiated Reading:
You dislike and like different aspects.

Aberrant Reading:
You don't understand/misinterpret.