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Communication Research
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WATCHING TELEVISION

Experiments on the Viewing Process

BYRON REEVES

Stanford University

ESTHER THORSON

University of Wisconsin—Madison

This article summarizes results from a series of psychological experiments about how people process information from television. Results are discussed in relation to six issues: (1) size of stimulus units; (2) complexity of television stimuli; (3) interdependence of time units in television presentations; (4) intra- versus interstimulus differences in processing; (5) message form versus message content; and (6) active versus passive processing. Each issue is related to the processing concepts of attention, mental effort, and memory, and to the design of laboratory experiments using television stimuli.

Communication Research, Vol. 13, No. 3, 343-361 (1986)
DOI: 10.1177/009365086013003004
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