Media as a Context of Development

Media as a socializing agent Learn values, goals and belief system of society/culture Media represent a broad but also narrow socialization influence

How Does Media Influence Children? Is the medium the message?  Time displacement  Imagination  Distractibility and attention span

Or Is the content the Message? Cultivation hypothesis  exposure is key (passive viewer) Social learning theory  modeling behavior they watch Constructivist perspective  involvement plays a key role (active viewer)

Constructivist Perspective Identification with characters Viewing motivation  reasons for watching

Uses of Media Entertainment Learning Identity Formation High Sensation Coping Youth Culture Identification

Constructivist Perspective Perceived realism  Do you see TV as real? Active/passive viewing

Media Preferences by Age Group

Individual and Group Differences Differences remain stable African-Americans and Latinos tend to be heavier consumers of the media Boys watch more TV than girls until late childhood

Music TV American adolescents watch MTV approx minutes a day Two categories:  Performance Videos  Concept Videos

What Are the Messages Shown? Content analysis Violence  71% of prime-time  92% of Saturday morning shows  About 15% of music videos

Sex in the Media Actual sex is not shown, but often implied Different roles for males & females Sex is shown as recreational Rarely refer to consequences

Gender Women are underrepresented Gender roles are stereotyped  Women  young, attractive, thin, sexual object, nurturing, no focus on professional roles  Men  emotionless, strong, powerful, dominant, buffoons

Race/ethnicity Recognition vs. respect Limited diversity Stereotyped portrayals

What do Youth Comprehend? Understand better if they can relate to it Youth see messages found in content analyses

What Does Media Influence? Language Spatial skills  no evidence Time displacement  homework Knowledge of stereotypes  stereotype threat

Violence and Aggression TV viewing contributes to belief that violence is frequent in the real world Viewing TV violence lead to increase in aggressive attitudes, values, and behaviors

Field studies Longitudinal Natural experiment Lab experiment Longitudinal and Experimental Evidence

Computer Games & Aggressiveness A majority of adolescents’ favorite games involve themes of violence Playing violent computer games  heightened aggressiveness, hostility and anxiety

Sexuality TV influences attitudes & expectations Little evidence of direct influence on behavior Women are especially vulnerable

Attitudes About Gender Endorse gender roles attitudes consistent with those of TV (more traditional and stereotypical) Attitudes about self and others

Race/ethnicity Racial attitudes Influence self-concept and esteem Influence academic achievement & motivation

Big Tobacco & Advertising

What can we do? Censorship? Turn off the TV? Media literacy