MEDIA INFLUENCES ON SOCIAL BEHAVIOUR (PRO SOCIAL) PART 2/2

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  • Created by: Shruti
  • Created on: 31-03-13 19:44

MEDIA INFLUENCES ON PRO SOCIAL BEHAVIOUR

SSG

S - OCIAL MODELLING

What?

Pro social behaviour is imitated if the role model is similar in terms of age, gender and ethnicity or even attractive and is rewarded for pro-social behaviour. Instances where pro-social behaviour produces positive outcomes (success/gather status) may be imitated - hence, called the social learning theory.

Supporting evidence - Sprafkin et al 

6 year old children put into 3 conditions

Group 1 - watched lassie with a rescue scene

Group 2 - watched lassie without a rescue scene

Group 3 - watched the brady bunch (no pro-social or pets to copy)

Group 1 were more likely to comfort puppies in a prize winning game even if doing so would interefere with winning showing that experiencing helpful media models can create a social norm which encourages pro-social behaviour.

Evaluation of study.

Low populational validity as only 6 year olds were tested

Temporal validity - shows which group has helping behaviour wiould produce the same effects so there is temporal validity 

Evaluation of Social modelling theory.

Additional factors such as empathy combine with watching pro-social behaviour and imitating it on a permanent basis. Empathy aids in deciding whether we are motivated enough to reproduce the behaviour, therefore, Age is also a factor where Empathy develops as with maturity, yet effects of pro-social seem to have a larger impact on young children. 

Parental influence (using Fogel's study as support) suggests that there

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