COMM 10001nd Edition Lecture 22 Outline of Last Lecture I. Parent-Provider CommunicationII. Disease ExampleIII. Mass CommunicationIV. The Process of Mass CommunicationV. Uses and GratificationsVI. Social Learning TheoryVII. Social Learning Outline of Current Lecture VIII. CultivationIX. Sex on TV: A UCSD StudyX. Consequences of Sexual Behavior Rarely PortrayedXI. Public’s ViewXII. Sex and TeenagersXIII. TV Sex and AdolescentsXIV.Social Learning Theory and SexXV. Cultivation and SexCurrent LectureSocial Learning-These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Social learning and media violence - Aggression and televised violence has been controversialo A report by the American Psychological Association’s Commission on Youth and Violence in 1993 found four effects:1. Aggression2. Fear3. Desensitization4. Appetite for violence- Research suggests that kids with aggressive tendencies select violent media content, perhaps leading to a spiral effect- Content analyses show that violent acts portrayed on TV are often not punishedCultivation-- Heavy TV viewers will, over time, come to see the world on TV as an accurate depiction of reality- TV is a powerful storyteller in our culture- Continually repeats the same myths and ideologieso Ex. The male role always being the stronger person- Cultivation theory and the mean world syndromeo The more television watched, the more influence it has on one’s worldview1. Heavy watchers are overly fearful of being crime victims2. This leads to the mean world syndrome: a set of attitudes that the world is a relatively mean and dangerous place3. The third-person effect describes a tendency to see others as influenced more by the media than we ourselves areSex on TV: A UCSD Study-- Sex is pervasive on TVo 68% of all shows contain some sexual contento 4.4 scenes per hour of talk or behavioro 10% of shows include intercourseThe Consequences of Sexual Behavior are rarely Portrayed-- Of shows with sexual content only 10% mention the risks or responsibilities of sexual activity- Only 25% of shows with intercourse featured responsible messages…- Consequences of intercourse are rarely portrayedPublic’s View-- 76% believe TV programs have an impact on teen pregnancy - 62% -- sex on TV contributes to young people having sexSex and Teenagers-- Teens are having unsafe sex in large numberso Each year-10 million new STD cases among 15-24 year oldso Every hour two Americans under the age of 20 become infected with HIVo 40% of girls become pregnant before 20TV Sex and Adolescents-- Many teens report they don’t get enough info about sex from parents or schoolo Media portrayals may fill this gap 20% of teens say they have learned the most about sex from TVNot all sex on TV is the same-- Context is important- Sanitization of sex- Attractive characters- Glamorization- Lack of consequencesSocial Learning Theory and Sex-- Relationships have been found between watching “sexy” TV and early initiation of sexual intercourse- TV provides young people with lots of attractive characters to model- Biggest worry is that young people will model lack of responsible sexualityCultivation and Sex-- Heavy viewers of soap operas were “cultivated” to believe that the problems presented onthe shows were frequent in real life- Heavy TV viewing predictive of negative attitudes towards remaining a