Task 2a - Passive or Active Consumption

Passive or Active Consumption

Summary

Passive or active consumption is not so much a theory but instead it is more so a categorisation of the audience of the mass media. A passive consumer would be one that is described as an 'absorber'. Susceptible and vulnerable as they take in any information provided by the media and believe it without question, without engaging in it and without reacting to it. A lot of media outlets will use this against a passive viewer as it is very easy to persuade them of fake news or to provide false information. This was a much bigger issue during the first World War when there were so few media outlets to fact check with, that often they would believe anything that the radio said, simply because it was the only source of news they had. An active consumer is one that is described as much more enthusiastic to get involved with the information they're being provided with by the media. With such a vast array of platforms to discuss news stories, or media productions on, it is easy for people to develop, discuss and express their opinions, making them active viewers.
 

Examples of this idea

An example of when passive and active consumers would differ is when watching a documentary or a TED talk perhaps, and then the passive viewer would take in the message, but never reflect upon it, or discuss it with anyone. The thought of the TED talk would never go further than their own mind, and they wouldn't share the video with a friend or family member asking for their opinion. An active viewer however would watch the TED talk and be actively sharing the video, disussing their opinions online or in person with friends, citing the video as the reason for the topic of conversation, and just generally being much more intrigued and engaging with the media.