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The first of these is primary involvement, in which the audience is solely concentrating on consuming the media text. For example, they are sitting down solely to watch their favorite program on television. Secondary involvement is when an audience's concentration is split between the media text and another distraction...
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For example, working on the computer while watching television. Tertiary involvement is when the media text is merely in the background, with no real concentration upon it at all. For example, glancing at a newspaper on a crowded train. While this theory is somewhat simplistic, it provides a clear and probable explanation as to the changes in audience reception...
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