This is a theory that proposes that the audience take an active role, the media tells the audience what to think but it is up to us to interpret the message. What you make of the media's values put across.
The audience will first access the media source and then form a discussion based around what they have seen (active role) and then an opinion leader is formed who will change and influence other viewers, changing their attitudes and behaviour. So therefore, it shows that it is the media that has caused the discussion, i.e. telling us what to talk about but not necessarily what to think.
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