Media & Prosocial Behaviour
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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
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
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: