I found this article through Google Scholar, through the RMIT library site so I’d have permission to view more of the articles. I also used this guide to help me write the annotated bibliography, which focused my evaluation of the article.

SOURCE 1

Jungee, K & Rubin, A M. (1997). ‘The Variable Influence of Audience Activity on Media Effects’, Communication Research, Vol 24 no. 2, 107-135 

The article explores how variations in audience activity helps explain why and how audiences react differently to media messages. The authors used three path analyses to prove their theories that communicators have a hard time influencing audiences who are not interested in messages, but that selectivity, attention, and involvement may facilitate media effects.

The researchers tested a broad range of hypotheses, and tested these using three versions of a questionnaire. It may be limited as it asked subject to reflect on their motivations for viewing soap operas, as thus the answers may be biased or inaccurate.

Although this article uses relevant theories and research to our research topic, it may not be helpful as it focuses on soap opera viewing and is thus out dated for studying the effects of modern media such as the internet on audience interaction and influence.