It has been said that there are two types of audiences on being active and the other, passive in relation to their involvement and choice of media consumed. An active audience member would be one who will chose to watch something because they know exactly what they want as they have high involvement within choices and a passive audience member would only watch that same something because it was on or just right in front of them as they tend to go with the flow and can't make their minds up.
People make this choices by searching on search enginges such as Google and going onto YouTube and clicking on the suggested videos at the end of the one they just watched or viewing one of the videos that are down the side of the page. They also make choices through social networking sites through their friends and adverts on the sites, TV adverts will also aid their decision process along side album releases, concerts, artists websites and the radio. Back in the 60's to the 80's past audiences made their choices through programs on TV such as Top of the Pops, by listening to radio stations, reading magasines, through work of mouth and by the trail and error method (going to gigs of bands they didn't know or heard of).
McQuails theory of uses and gratifications suggests that reasons for active choice by media audiences are:
-personal identity (who you are/your character)
-personal relationships (things in common such as music tastes/dress sense, peers who like the same)
-informations and updates (the news, mags, networks, tv and friends)
-escapism and diversion/entertainment (for fun, enjoyment)
