... within the cultural studies tradition often describe media audiences as being active. Within this definition is the understanding that media is at all times open to interpretation. While there is a message meant to be delivered from the respective television network, internet source, radio station, newspaper etc..., it is still, at all times, up to the individual audience or reader to interpret and respond. This unavoidable process in the communication between the media and the audience keeps the audience active, because each individual involved in a never ending cycle of interpretation.
Culture and Representation
Stuart Hall defines culture as, "actual grounded terrain of practices, representation...