reception model

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A conceptualization of the mass media (or of media research) in terms of the active role of audiences in meaning-making (McQuail), or more broadly in terms of the uses to which they put the media (see also uses and gratifications). An overemphasis on the audience's interpretive role is seen by critics as a form of cultural populism. See also active audience theory; compare publicity model; ritual model; transmission models.

Subjects: Media Studies.

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