1. Anderson, D. R. & Lorch, E. P. (1983). Looking at television: Action or reaction. In J. Bryant
2. and D. R. Anderson (Eds.), Children's understanding of television, pp. 1-34. New Jersey:
3. Lawrence Erlbaum Assoc. Biocca, F. (1988). Opposing conceptions of the audience: The active and passive hemi
4. spheres of mass communication theory, Communication Yearbook, 1 I , pp. 51-80. Beverly Hills,
5. CA: Sage. Chaffee, S. H. & Schleuder, J. (1986). Measurement and effects of attention to media news.