COMM 305 1st EditionLecture 13Outline of Last Lecture 1. Strong vs. Limited Effects Models 2. Social Cognitive Theory a. Inhibitory and Disinhibitory Effects b. Outcome Expectations and Expectancies c. Moderating Factors (e.g., identification, self-efficacy) 3. Example: Aggression4. Example: Prosocial Learning Outline of Current Lecture 1. Historical Influences 2. Social Cognitive Theory 3. Example: Aggression a. Violent Content b. Effects c. Moderating Factors 4. Example: Prosocial Learning a. Prosocial Content b. Effectsc. Moderating Factors Current Lecture wwww. Moderating Factors (e.g., identification, self-eficacy) Moderating Factors are seen as volume nobs -they can intensify or de-intensify the strength of some effect. Identification - how you perceive the models you are reading about or watching The idea is that if we think we are similar to the character or we WANT to be like the character then those learning affects will be intensified. a. Ex: Ad campaign for Gatorade with Michael Jordan in it. “If you ant to be like Mike, you should drink Gatorade.” If you want to be like Mike, you will participate in the attitudes you are observing. If we identify with the characters, we will be more likely to show in their footsteps. Self-Effiacy - your perception of your ability to engage in the behaviors you’re observing.Most attention in literature is given in literature effects. 3. AggressionA broad category that encompasses a lot of anti-social behavior. Aggression is a content to violent content. The strength of violent content and aggression is the same as smoking and lung cancer. What is violence? What will you allow kids to watch? What if violence is applied? You don’t see a gun but hear it. What if there is violence to an object and not a person?Violent content is widely available in the media. 60% of t.v. programs contain one violent act. There are at least 5 violent acts per hour. Cartoons are the most violent form. Games that were more aggressive raised the players hostility. Larger groups got more hostility. Catharsis - to get off ones chest. A mom says her son likes violence. Letting him play violent games gets it off his chest. Violence increases aggressiveness. The way the violence is presented is a factor. If the violence is punished or not is key. Does the person go to jail? If the violence is published negative results are reduced. Violence that leads to punishment can decrease behavior. Is there realistic pain and harm cues. Tom and Jerry doesn’t show punishment for violence.It is showed to kids.Cartoons are violent content. There is a lot of violence. 4. Prosocial Learninga. Prosocial Content Educational programs: Food Network, HGTV Prosocial effects are generally positive. Prosocial effects should be stronger then negative effects. They are teaching something that is generally accepted like sharing or learning math. Prosocial effects are stronger IF children are exposed to media with pro social events. Kids whose principle viewing is pro social content they score higher than other kids. If you see kids that consume a lot of t.v. they score relatively low on pro social behavior.COMM 305 1st Edition The portion of content violate is skewed. There is more anti-social than pro social
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