When the receiver is in little need of information, it is known as
(A) Passive search
(B) Passive attention
(C) Active search
(D) Active attention
Correct Ans: (B)
Explanation:
Passive attention occurs when people receive information without searching for it. They notice the message but do not focus on it. This happens in daily life, especially with media. For example, people may hear background music in a café or watch TV without concentrating. They receive the information, but they do not fully process it.
This concept differs from active attention, where people focus deeply on a message. When someone actively listens to a lecture or reads a news article carefully, they engage in active attention. Meanwhile, an active search happens when people look for information intentionally, such as researching a topic online. Passive search, on the other hand, means encountering information without making an effort to find it.
Passive attention is common in advertising and media consumption. Marketers use repetition, visuals, and catchy slogans to grab attention. Even when people are not fully engaged, repeated exposure can influence their thoughts and preferences.
Communication professionals must consider how to shift passive attention into active engagement. They can use interactive content, compelling stories, and targeted messaging. By making content more engaging, they encourage people to focus and remember key information.
In conclusion, passive attention plays a crucial role in communication. People receive messages without much effort, but they may not retain them. To increase engagement, communicators must use strategies that capture and hold audience attention.
