Transcript Media & Prosocial Behaviour

Media & Prosocial Behaviour
 Many children’s programmes deliberately
 Observation
 Vicarious reinforcement
 Imitation
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promote prosocial values & behaviour
 Aim to influence viewer behaviour through
social learning
Media & Prosocial Behaviour
 Helping behaviour
 Positive attitudes
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towards diversity
 Positive attitudes
towards learning
Media & Prosocial Behaviour
 Greenberg et al (1980)
 Children’s TV depicts pro & antisocial acts in
similar numbers
 Prosocial acts more likely to be rewarded
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Empathy
Perspective taking
Moral reasoning
Adolescents most likely to be resistant
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 Effect depends on developmental factors:
Media & Prosocial Behaviour
 Some evidence that children will imitate
 Poulos et al (1975) – ‘Lassie’ study
 Friedrich & Stein (1973) – repeated exposure
to prosocial content showed increased
obedience & greater persistence
 Higher number of friendly interactions
observed with peers
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prosocial behaviour following exposure
Media & Prosocial Behaviour
 Large scale reviews of the literature
 Difference in conclusions probably due to
H focusing on lab studies, M on real TV
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 Hearold (1986) – 230 studies; found
significant positive effects
 Mares (1996) – evidence lacking for strong
effect; most noticeable effects on self-control
Media & Prosocial Behaviour
 Strongest effects are with specific
 E.g. ‘Lassie’ study PPs more likely to help
puppies
 General examples are more difficult to apply,
esp for younger children
 Effects tend to be short lived
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examples and similar contexts
Media & Prosocial Behaviour
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In children from lower SES backgrounds
With repeated, sustained exposure
When real-life prosocial acts are depicted
When adults discuss prosocial viewing with
children
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 Strongest effects are observed: