The Active Audience + Mode Of Address

The active audience refers to a decoding process occurring among the audience, who are not using media for gratification purposes. Morley's view of dominant, negotiated and oppositional readings of texts, is a semiotic approach because it recognizes the importance of the analysis of signifiers, especially visual signifiers. The audience accepts/rejects/agrees the signified meanings, and being individuals will accept and refine parts of the text's meanings, based on past experiences, emotional capacity, and intellect.

The mode of address is simply put a text that speaks to the audience. An example being the television series Friends, it speaks to a young audience, in the way it uses music and the opening credits to develop a sense of fun and energy that the audience identifies with.