A link between passivity and television viewing has long been part of the public discourse about television. Despite this, both cognitive and psychophysiological studies of viewing have tended to dismiss such a link. The possibility that the basis of the persistent public perceptions lies in motivational rather than attentional or psychophysiological mechanisms is explored. Starting with the observation that, regardless of the content, television viewing involves noncontingent reinforcement, reviewed research links television viewing and a range of helplessness outcomes. Three specific hypotheses which derive from helplessness theory are developed to stimulate further consideration of the issue.
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