The paper "Fashion Media" concerns the fashion and media. In both active and passive audience, theorists have come up to try and bring up their ideas related to these ends in relation to the social reality. Therefore, the key issues are how individual audiences cognitive of self and reality, and more so the cognitive process by which an individual receives and interprets media content and form. To achieve the answer to this question, the active audience are very vital members used in different theories, beliefs and conceits. According to different scholars, audience activity is a very important component in the study of the impact of mass media to the universe, and essential to the utilization and gratification approach. This gives a wide range of meanings termed as both merits and demerits of the construct. In this regard, these different definitions are such that it can be said to be both cognitive and socio-structural, normative and objective, socially variable and innate. An activity has been further defined by different scholars to exist preceding to media utilization, through media use and following media use. These different studies have given birth to complex and multi-dimensional constructs. The term audience activity is defined differently in relation to different terms. First is in relation to selectivity. In this, audience activity is depicted as the directing process of the media, program and content selection. In literature gratification, this term is used to represent selective disclosure.