Given below are two statements. In the light of the above statements, choose the most appropriate answer from the options given below.
Statement I:Media audiences are increasingly active in their communication with each other.
Statement II:Media audiences are also active in communication with the creators of mass communication content.
ABoth Statement I and Statement II are correct ✓ Correct
BBoth Statement I and Statement II are incorrect
CStatement I is correct but Statement II is incorrect
DStatement I is incorrect but Statement II is correct
Correct answer: (A) Both Statement I and Statement II are correct
Explanation
Both claims hold true about the changing nature of media audiences.
The first is accurate because audiences now interact steadily with one another through comments, sharing and networked platforms.
Horizontal audience-to-audience exchange has grown with social and digital media.
The second is accurate because audiences also talk back to the makers of mass content through feedback, ratings and direct messages.
This upward flow marks a shift away from the old one-way transmission picture.
Interactivity has thus made the once-passive audience an active participant in the communication loop.
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