Media Influences on Pro-social behaviour

Exposure to pro-social behaviour
1. Content analysis - 2/3 Children's programmes - 1 act of violence
  1. Greenberg - equivalent no. pro-social/ anti-social content (Any Hour)
    1. 77% Pre - school programmes - pro-social content
      1. 4/ top 20 - Under 17's contained any pro - social lesson
Acquisition of pro-social behaviour
1. SLT - Observe - Imitate - Repetition (Depends on Consquence)
  1. Pro-social TV (represents) Pro-social norms - Rewarded & repeated
    1. Unreliable research - 'One shot exposures'
      1. Children - Most affected - shown exact steps - pro-social behaviour
        Shown reward/consequence - Supports SLT
Developmental Factors
1. Skills associated with pro-social behaviour - developed through childhood/ adolescents
  1. Empathy / moral reasoning
    1. Younger Children - Less affected by pro-social media
      1. Mares - Meta Analysis - Weakest effect: Adolescences / Strongest: Primary School Children
        Strongly affected by home experiences: Unrealistic - Media affects development
Parental Mediation
1. BBC - significance watching TV with parents
  1. 'Watch with mother' - Andy Pandy - Interactive for mother & child
    1. Austin - Effective mediation - Parent discusses content
      1. Valkenburg - parental mediation effective enhancing pro-social messages
        If content isn't discussed - ineffective
        Parent - Mediator is there is discussion
Mares - Meta Analysis (1966 - 1995)
1. 4 Behavioural effects - Pro-social media
  1. Altruism
    1. Requires explicit modelling
      1. Poulos etal. Children helped distressed puppies - Lassie
        Those who saw pro-social content - more altruistic behaviour
  2. Self Control
    1. TV model - high self control lead to children displaying high self control
      1. 4 year olds - Watched Mister Rogers neighbourhood - more persistent/ obedient to rules
      2. Pro-social Vs. anti-social effects
        Mares - Children more likely to generalise after aggressive acts
        Pro-social acts imitated directly limiting its overall effectiveness
        Nature VS Nurture
        Genetic Factors - impact upon violent or aggressive beahaviour
        Determinist
        Only learnt through media; home experiences?
  3. Positive Interaction
    1. Fredrick observed children play
      1. Pro-social programmes lead to positive behaviour towards each other
  4. Anti-Stereotyping
    1. Johnston - 9-12 year olds watched Freestyle reducing sex role stereotypes (Once week - 13 weeks)
      1. Children: less stereotypes & prejudices

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Media Influences on Pro-social behaviour

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