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A phrase that alludes to a popular conceptualization of watching television as a passive, reactive, and relaxing activity and of using computers or the internet as more active, interactive, and demanding. This tends to underestimate the demands of television viewing (see also active audience theory) and the growth in computer-based entertainment, although it may still reflect the initial attitudes with which many people approach these two modes. See also high and low involvement.

Subjects: Media Studies.

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