What is implied about the meaning of media "texts" if scholars assume that audiences are active rather than passive?

A) Media producers manipulate audiences in order to sell goods.
B) Every media consumer experiences meanings in the same way.
C) The meaning of any particular media text is not important.
D) Consumers can alter and even invert meanings to suit their own purposes.

Active Audience

The concept that people consuming media actively engage with the content, interpreting and responding based on their personal backgrounds, experiences, and social contexts.

Media "Texts"

Media "texts" refer to any form of content that can be read, analyzed, or interpreted within the context of media studies, including films, television programs, books, and online content.

Scholars

Individuals who engage in advanced study and research in a particular field, often contributing new knowledge or understanding.