在《电视文化》的第四、第五章，菲斯克着重论述了观众的主体性(subjectivity)和主动的观众(active audience)。他把观众的社会性主体和文本性主体区别开来。
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许多演讲和讲座失败的原因是：演讲者仅仅试图把信息传递给观众，而没有把观众当成积极主动的参与者。
Many presentations or lectures fail because they simply attempt to transfer information from speaker to listener as if the listeners were not active participants.
如果等得太久，听众就会进入被动的“看电视”模式，使得观众很难主动回答你的问题。
If you leave it too long, people will settle into a passive "TV-watching" mode and it will be difficult to rouse them into responding.
在电影审美领域，数字技术使电影语言面临着一次重组，使电影观众得到了一种更为主动的审美状态。
In the domain of film beauty appreciation, the film language is faced realignment, and the film spectator get a more active appreciation state.
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