Consuming as consumers and not as spectators

Abstract

Watching television, according to the point of view of the audience, means being passive subjects. However, if we would realize that we are true consumers of mass media, surely we would try to consume them more rationally, while we would be able to confer to this consumption a voluntary and rational nature that would make us to decide «this is what I want to consume and this isn’t». Moreover, we would realize that as consumers we have rights, rights sheltered behind the law, and we do not enjoy these rights as audience.Also, we would be able to react if we would consider that those rights have been violated..