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Media Influences on Prosocial Behaviour:
Exposure to prosocial behaviour - Despite moral panic over antisocial TV acts - one study saw as many prosocial acts in any hour as antisocial in popular US TV shows.
Acquisition of prosocial behaviours + norms - SLT - Unlike antisocial behaviour, prosocial is more of a social norm + therefore more likely to be repeated + reinforce social norms. More likely to be rewarded for imitating prosocial behaviour.
Developmental factors - Research suggests many prosocial skills develop throughout childhood - .: We might expect strong differences in degree that different children are affected by media. Eg. Younger child less affected by prosocial TV messages than older.
Parental mediation - Effect of TV viewing often mediated by presence of parent. Effective mediating includes disscussing ambiguous + disturbing material with child + following up concept shown in programme. This has been shown to have enhanced effects of Sesame Street. Research suggests with parental mediation; Children as young as 7 able to understand complex moral messages contained in adult sitcoms.
Prosocial effects of other media - Research almost exclusive on TV but childrens stories also traditionally carry prosocial messages, Eg. Fairytales - Often children want them read over + over again = Reinforcing prosocial messages.
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