Provides examples of observed behavior to support the claim that television viewing is an interactive phenomenon, a social experience in which young children actively participate with parents, siblings, and others. Contends that the view of a passive receiver underestimates the abilities of the child to understand and shape experiences. (PD)

In a two-stage procedure to discover how children use television commercials in family group viewing situations, researchers first conducted thirty family interviews with as many family members present as possible; then they selected nine children's families for extended (three month) participant observation to study the formative aspects of each…