Passive & Active research


Individual – Engages with the product (privacy, convenience, control, individuality)
Group – Engages with others (gaming, cinema, TV etc...) Social interaction, competition, belonging
Passive VS Active
Passive
  • Audience does not interact with product.
  • Hypodermic Needle theory
Active
  • Audience interacts with product audience has control over why they use media
  • Uses and gratification
Example YouTube ads, TV ads, radio ads, billboards
 
Uses & Gratifications Social Media Model
Self-confidence, credible information, shareable - Twitter
Pleasure, recognition, personalities, video, pictures. – Facebook
Empowerment, personality driven, interactive conversations – Facebook
Modes of reception
Primary – active/participating
Secondary – passive
Tertiary – No involvement
 
Primary, Secondary, Individual & Group

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