Document Type

Book Chapter

Publication Date



Sheed and Ward/Rowman & Littlefield


Communication study has approached the issue of audience understanding of messages from the perspective of the message and from that of the audience. On the one hand, the "powerful-message" construct paints the audience as passive recipients of the meaning presented in the media. On the other hand, the "active audience" construct places most interpretive power in the audience, stressing their selectivity of messages, their use of the media, their social positions, and their ability to generate new messages based on the media. A middle position sees audience understanding emerge from an interaction between messages and audience members.

Chapter of

From one medium to another: Basic issues for communicating the Scriptures innew media


R. Hodgson
P. A. Soukup


Copyright © 1997 Sheed and Ward. Reprinted and reproduced by permission of Rowman & Littlefield. All rights reserved. Please contact the publisher for permission to copy, distribute or reprint

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Communication Commons



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