二战后，西方电视媒体研究首先突破了以往“被动的受众(passive audience )”的范例，强调受众不是可由媒体任意愚弄、教育、操控的木偶，而是有头脑、有见解、有判断批判能力的“积极的受众 (active audi...
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他们不希望感觉好像他们只是被动的广告受众，如果这样的话他们很可能放弃社区。
They don't want to feel like they're simply a captive audience for advertising, and if they do they're likely to abandon the community.
它主张，受众成员主动利用媒介内容，而不是被动接受媒介的控制。
It views the members of the audience as actively utilizing media contents, rather than being passively acted upon by the media.
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