Active Audience Theories focus on assessing what __________.

Active audience theories focus on assessing what people do with media rather than what media do to them.

They see the audience as selective users who pick content to meet their own needs.

The view that media do things to passive people belongs to the older strong-effects tradition.

What administrations do with media points to control and policy, not to audience activity.

Which regulations affect media is a legal question, again outside the audience's own choices.

The uses and gratifications approach is the best known member of this active-audience family.