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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