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Media & Prosocial Behaviour

Media & Prosocial Behaviour. Many children’s programmes deliberately promote prosocial values & behaviour Aim to influence viewer behaviour through social learning Observation Vicarious reinforcement Imitation. www.psychlotron.org.uk. Media & Prosocial Behaviour. Helping behaviour

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Media & Prosocial Behaviour

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  1. Media & Prosocial Behaviour • Many children’s programmes deliberately promote prosocial values & behaviour • Aim to influence viewer behaviour through social learning • Observation • Vicarious reinforcement • Imitation www.psychlotron.org.uk

  2. Media & Prosocial Behaviour • Helping behaviour • Positive attitudes towards diversity • Positive attitudes towards learning www.psychlotron.org.uk

  3. Media & Prosocial Behaviour • Greenberg et al (1980) • Children’s TV depicts pro & antisocial acts in similar numbers • Prosocial acts more likely to be rewarded • Effect depends on developmental factors: • Empathy • Perspective taking • Moral reasoning • Adolescents most likely to be resistant www.psychlotron.org.uk

  4. Media & Prosocial Behaviour • Some evidence that children will imitate prosocial behaviour following exposure • 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 www.psychlotron.org.uk

  5. Media & Prosocial Behaviour • Large scale reviews of the literature • Hearold (1986) – 230 studies; found significant positive effects • Mares (1996) – evidence lacking for strong effect; most noticeable effects on self-control • Difference in conclusions probably due to H focusing on lab studies, M on real TV www.psychlotron.org.uk

  6. Media & Prosocial Behaviour • Strongest effects are with specific examples and similar contexts • 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 www.psychlotron.org.uk

  7. Media & Prosocial Behaviour • Strongest effects are observed: • In children from lower SES backgrounds • With repeated, sustained exposure • When real-life prosocial acts are depicted • When adults discuss prosocial viewing with children www.psychlotron.org.uk

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