What does the uses and gratifications paradigm assume about media audiences?

A) They uncritically accept the messages encoded in media.
B) They are passive viewers.
C) They take a media product and manipulate it to tell their own stories.
D) They are actively engaged.

Uses and Gratifications

A theory that explores how individuals use media to fulfill specific needs or desires.

Media Audiences

The groups of people who engage with various forms of media content, including television, radio, internet platforms, and newspapers.

Actively Engaged

The state of being deeply involved or committed to a particular activity, cause, or pursuit, often implying participation that is energetic and enthusiastic.