TY - JOUR
AU - 
AB - https://doi.org/10.26552/com.C.2007.2.48-51 REVIEW S Daniel Kotrč * We can distinguish the types of TV viewers in quantitative (capacity of viewing) and qualitative (activity/passive) aspects, and their syn- thesis (A-D types of TV viewers). We documented the dominance of television and radio in cares of 595 adolescent respondents. Practical possibility of using of A-D TV viewers types (and differentiation of TV viewers by capacity of viewing or their activity/passive) has approved. Introduction We can suppose activity or passivity of TV viewers. Theory of selective exposure confirms Festinger’s theory of cognitive disso- We don’t think about real influence of mass media communi- nance. TV viewers try to keep clear of information in conf lict with cation very often. But we let the television in the centre of our older one. F. Biocca in Littlejohn [6] discusses five characteristics households, it takes away a lot of time. It is an extension of cog- of the active audience: nition and entertainment. On the other hand television can more 1. selectivity – active audiences are considered to be selective in or less (un)critically form our thinking, personality. There is a rec- the media they choose to use; iprocal impact of media reality to reality of 
TI - A-D Typology of TV Viewers
JO - Communications - Scientific letters of the University of Zilina
DO - 10.26552/com.c.2007.2.48-51
DA - 2007-06-30
UR - https://www.deepdyve.com/lp/unpaywall/a-d-typology-of-tv-viewers-wiwCiXgd2h
DP - DeepDyve
ER -