COMM 375 February 18 2014 Brief History of Broadcast TV The Inventor of the Modern TV Philo Farnsworth 1906 1971 o First time RCA licensed patents Electronic version invented in 1920 s by Philo Farnsworth in his Idaho cornfields Broadcast TV began in the 1930 s On average an American spends 5 11 hours per day watching TV o 9 years of life is spent watching TV o White 5 02 o Black 7 12 o Hispanic 4 35 o Asian 3 14 On average an American youth spends 3 31 hours per day watching TV Hour per year an American youth spends in school 900 hours Hours per year an American youth spends watching TV 1200 hours Number of 30 second TV commercials seen in a year by the average child 1600 Percent of U S households that have at least one TV 99 has achieved saturation Average number of TV sets per U S household 2 24 Percent of Americans who regularly watch TV while eating dinner 67 Nielsen Company that monitors our TV viewing habits and sells data to advertisers How they measure ratings o Diary Self Reporting Could be flawed by human decision or human error o Set Meter device on TV that shows who s watching what and when Could be flawed by indicating you re watching it when you re not Weaknesses o Non random sample o Some differences not statistically significant o Diaries involve response bias o Set meters function even if no one s in the room Only measure within household o DVRS internet streaming video smartphones Include since 2006 Nielsen owns Arbitron and it s called Nielsen Audio which does the same thing for radio We are primarily concerned with violence in the media because of the possible affects on youth copycat effects Weegee Famous Photographer Arthur Felig NYC 30s 60s Crime Scenes Shortwave Radio Media Violence Cartoons Explosions Video Jackass Humor Stephen Colbert V Chip limit children s exposure to some shows that have been rated to be more violent Prevalence TV is on in average home 7 hours per day Gerbner o Children shows had 32 acts of violence per hour o Crime is 10x more prevalent on TV than in real life o By 18 adolescents have seen more than 200 000 acts of violence o NO PUNISHMENT FOR VIOLENCE IN 75 OF SCENES Social Learning Theory Bandura Emphasized rewards and punishment Children model behavior they learn what is right or wrong by modeling adult behavior Aggressive behavior is learned through observing and imitating others If a media character is attractive and rewarded for aggression it will be more likely to influence a viewing child Bandura Bobo Doll Study o Before this study the idea at the time was that watching violent behavior would purge individuals of their personal aggressive feelings o 1st Study Big inflatable doll with an adult in the room the adult either acted violently or calmly and then once they left the room the child acted in a similar fashion This shows that children imitate violent actions when they see someone else do them o 2nd Study Children watched an adult act out a violent scene on television there were similar results The children then acted violently in real life o Results Children exposed to the aggressive model were more likely to act in physically aggressive ways than those who were not exposed to the aggressive model Children more influenced by same sex models Males more aggressive than females Social Cognitive Theory Behavior by examining how cognitive behavioral and environmental factors interact Triadic Reciprocal Causation 1 Personal Determinants 2 Environmental Determinants 3 Behavioral Determinants
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