Active audience

Other school of thought- we are able to filter and adapt to content in the media. We use this for our own purposes. 

Uses and gratification- that people use the media for their own purposes and they are able to recognise fantasy v. reality. (Denis McQuail) 

-escapism- video games, films

-surveillance- news

-building personal relationships- snapchat, soap operas, sports

- building personal identity- videos, magazines, social media