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