Media & Prosocial Behaviour Many children’s programmes deliberately promote prosocial values &...

Media & Prosocial BehaviourMedia & Prosocial Behaviour

Many children’s programmes deliberately Many children’s programmes deliberately promote prosocial values & behaviourpromote prosocial values & behaviour

Aim to influence viewer behaviour through Aim to influence viewer behaviour through social learningsocial learning ObservationObservation Vicarious reinforcementVicarious reinforcement ImitationImitation

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Helping behaviourHelping behaviour Positive attitudes Positive attitudes

towards diversitytowards diversity Positive attitudes Positive attitudes

towards learningtowards learning

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Greenberg et al (1980)Greenberg et al (1980) Children’s TV depicts pro & antisocial acts in Children’s TV depicts pro & antisocial acts in

similar numberssimilar numbers Prosocial acts more likely to be rewardedProsocial acts more likely to be rewarded

Effect depends on developmental factors:Effect depends on developmental factors: EmpathyEmpathy Perspective takingPerspective taking Moral reasoningMoral reasoning Adolescents most likely to be resistantAdolescents most likely to be resistant

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Some evidence that children will imitate Some evidence that children will imitate prosocial behaviour following exposureprosocial behaviour following exposure Poulos et al (1975) – ‘Lassie’ studyPoulos et al (1975) – ‘Lassie’ study Friedrich & Stein (1973) – repeated exposure Friedrich & Stein (1973) – repeated exposure

to prosocial content showed increased to prosocial content showed increased obedience & greater persistenceobedience & greater persistence

Higher number of friendly interactions Higher number of friendly interactions observed with peersobserved with peers

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Large scale reviews of the literatureLarge scale reviews of the literature Hearold (1986) – 230 studies; found Hearold (1986) – 230 studies; found

significant positive effectssignificant positive effects Mares (1996) – evidence lacking for strong Mares (1996) – evidence lacking for strong

effect; most noticeable effects on self-controleffect; most noticeable effects on self-control

Difference in conclusions probably due to Difference in conclusions probably due to H focusing on lab studies, M on real TVH focusing on lab studies, M on real TV

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Strongest effects are with specific Strongest effects are with specific examples and similar contextsexamples and similar contexts E.g. ‘Lassie’ study PPs more likely to help E.g. ‘Lassie’ study PPs more likely to help

puppiespuppies General examples are more difficult to apply, General examples are more difficult to apply,

esp for younger childrenesp for younger children

Effects tend to be short lived Effects tend to be short lived

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Strongest effects are observed:Strongest effects are observed: In children from lower SES backgroundsIn children from lower SES backgrounds With repeated, sustained exposureWith repeated, sustained exposure When real-life prosocial acts are depictedWhen real-life prosocial acts are depicted When adults discuss prosocial viewing with When adults discuss prosocial viewing with

childrenchildren

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Media & Prosocial Behaviour Many children’s programmes deliberately promote prosocial values &...

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