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MEDIA
Medias influences on prosocial behaviour
Social learning theory
Parental mediation

Medias influences on antisocial behaviour
Social learning theory
cognitive priming
desensitisation
justification

Negative effects of computer and video games
Gentile and stone
Anderson et al
Charles
Karpinski

Positive effects of computer and video games
Helping behaviour (Greitemeyer and Osswald)…

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Media Influences on prosocial behaviour

Social learning theory
Bandura's social learning theory = we learn by observation
Explains how prosocial behaviour can be learnt from the media
E.g. if a child is observing a TV role model partaking in prosocial
behaviour they would be more likely to imitate. This especially…

Page 3

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Media influences on antisocial behaviour
Social learning theory
Children will observe antisocial behaviours on TV and imitate them. This
becomes more likely if the character is a role model and is rewarded
for this behaviour = reinforces antisocial act
Bandura found moderate levels of aggression when the
Josephson study =…

Page 4

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Positive effects of computers and games
Greitemeyer and Osswald 2010
Helping behaviour = Demonstrated that
participants who played the prosocial video - randomly allocated groups = some people more
game Lemmings = more prosocial behaviour inclined to help than others
than those who played antisocial games such as - cant…

Page 5

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Negative effects of computer and video games
Video games - "Playing video games that are violent causes children to be
aggressive"

Gentile and Stone
One group of participants One group of participants
played a violent `first person played a slower paced puzzle
shooter' game game


All participants before and after…

Page 6

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HOVLAND YALE MODEL




WHO says WHAT to WHOM



Source Persuasive Audience
message


Credibility Speed of
speech Intelligence Self
esteem
Fear Content
Physical
appearance




Source factors =
· CREDIBILITY, people are more likely to be persuaded by a credible source
· PHYSICAL APPEARANCE, physically attractive sources are more persuasive
· SPEED…

Page 7

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EVALUATION
Grounding breaking ­ one the earliest attempts to investigate the topic area, this acted
as a catalyst, meaning that a lot of more research was done into the area.
Less complex than the elaboration likelihood model
Real world application ­ It dealt with attitude change in practical ways and,…

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Elaboration likelihood model

MESSAGE


CENTRAL ROUTE Peripheral ROUTE


Audience
motivated to think Audience NOT
about message motivated to think
about message




focus on peripheral
focus on the quality factors e.g. music/
of the argument colour




Lasting attitude Temporary attitude
change change

Page 9

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The Persuasiveness of TV advertising
Celebs are often used as they are Hard sell adverts are processed in the
perceived to be neutral. central route as its very factual, whereas
We form parasocial relationships with soft sell adverts are processed in the
celebrities and therefore we trust them - peripheral…

Page 10

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EVALUATION
SEX AND VIOLENCE = Students were found to be less likely to remember advertised brands
when the commercial was embedded in a violent or sexual programme.
· Neutral programmes provided the best recall of any advert.
Bushman found that violent adverts were less memorable for students = suggests that…

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