CHAPTER TWO LITERATURE REVIEW
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
This chapter deals with the existing
literary materials. The chapter will be studied under, Theoretical Review,
Conceptual Review and Empirical Review.
2.1 Theoretical
Review
There are theories in this study that
are necessary in understanding the study extensively:
2.1.1 The Attitude Change Theory
The Attitude Change Theory by Daniel
Katz, Living Sarnoff and Charles Mcclintock (1960).
The Attitude Change Theory suggests
that human beings are both rational and irrational depending on the situation,
the motivations operating at the same time, and so forth. They proponents argue
that the tendency for people to operate with different ways of thinking has
important implications for understanding attitude change.
Katz(1960) argues that both attitude
information and change must be understood interms of the functions that
attitudes serve for the personality. As these functions differ, so will the
conditions and techniques of attitude change. He contends that the researcher
dealing only with exposure to a film is not really able to understand or predict
attitude change. According to Katz(1960), the same attitude can have a
different motivational basis in different people. Katz suggests that unless we
know the psychological need which is held by the holding of an attitude, we are
in a poor position to predict when and how it will change.
2.1.2 The Behaviour Theory
The Behaviour Theory by Ivan Pavlov
and B. F. Skinner (1957), the proponents of this theory are of the assumptions
that;
i.
Changes in behaviour are the result of
an individual’s response to events (stimuli) that occur in the environment;
ii.
The internal states could influence
behaviour as external stimuli;
iii.
We develop responses to certain stimuli
that are not naturally occurring;
iv.
Changes in behaviour are the results of
an individual’s response to events (stimuli) that occur in the environment.
v.
People mould their behaviour after that
of the dramatis personae.
However, the behaviour theory is a
combination of two theories, The observational learning theory and imitation
behaviour theory. It has to do with people’s behaviour to the mass media, what
they learn and how much it affects the individual. Behaviouralism is dominated
by the constraints of its (naive) attempts to emulate the physical science,
which involves a refusal to speculate about what happens inside the organism.
Anything which relaxes this requirement slips into the cognitive realm.
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