Which of the following research models emphasizes the active role of the audience in the production of meaning?
A) Encoding/decoding
B) Positivism
C) Agenda setting
D) Cultivation analysis

Question

Quizplus · Accepted Answer

The encoding/decoding model emphasizes the audience's active role in interpreting and creating meaning from media messages. According to this model, media messages are encoded with certain meanings by the producers, but these meanings may be decoded differently by different audiences depending on their cultural background, experiences, and ideological position. Therefore, the audience is seen as an active participant in the communication process, rather than a passive recipient of information. Positivism, agenda setting, and cultivation analysis, on the other hand, all have a more passive view of the audience's role in media consumption and interpretation.

Which of the Following Research Models Emphasizes the Active Role