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.
From one medium to another: Basic issues for communicating the Scriptures innew media
P. A. Soukup
Soukup, Paul A. (1997). Understanding audience understanding. In R. Hodgson, & P. A. Soukup (Eds.). From one medium to another: Basic issues for communicating the Scriptures in new media (pp. 91-107). New York: American Bible Society and Kansas City: Sheed and Ward.