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Active Theory of Television Viewing

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Submitted By elijahcharles
Words 2269
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NAME: Simba Elijah Kiage
ADM NO: 643419
ASSIGNMENT: A Report on Active Theory of Television Viewing
Course: Jnr2223
INSTRUCTOR:Kioko Ireri, Ph.D.

SUMMARY

PURPOSE
Delivered for the fulfillment of a Bachelors Degree in Mass media

SCOPE:
The Report covers the Active Viewing Theory, its contribution to understanding media effects on audiences documented challenges from research scholars.

Presented To:
Kioko Ireri, Ph.D.
Assistant Professor of Journalism & Mass Communication
Patron, Journalism Club, Journalism Department
United States International University-Africa.

Introduction
This theory finds its roots in Bandura’s 1977’s social learning theory which states that some prim aspects of television programming normally get and retain the attention of the viewers.
It is therefore from here that Bandura suggested that once a child is exposed to the television programs, perceptive watching followed by an almost automatic attention and interpretation.
This is a theory then that rests under media effects category. The many researchers who have put its hypothesis to research over the years have all tried to ascertain whether it is true indeed that viewers get directly involved with the media messages they consume from the media (Television)
This theory however hasn’t really been accepted across by all media researchers as some have come out to question the perceived active television watching by the audiences saying that in reality television viewing as relates to the audience is more of reactive and passive as opposed to the one on one involvement suggested in the theory.
This report therefore focuses on the specific contributions this theory has made in understanding the influence the media has on audiences and the scholars who have disagreed with the theory basing their arguments on ‘media audience research’ which this report relies

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