1. Adolescence and Emerging Adulthood: A Cultural Approach Chapter 12
Media
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

2. Chapter Overview Theories of media influence
Five uses of media in adolescence
Media and adolescent socialization
Controversial media including TV and aggressiveness, computer games, TV and movies and sex, music (Rap and heavy metal) advertising, etc.
A new medium – the Internet
Media and globalization
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

3. Effects of media on adolescents are potentially profound Tracing those
effects is complex
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

4. The typical American adolescent: Listens to music 4 hours/day
Watches TV 2 hours/day
50% go to a movie at least once a month
70% of girls read popular magazines
75% have access to computers
50% have access to Internet
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

5. Media Preferences by Age Group
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

6. Just a couple more hours….
Displacement Effect
Just a couple more hours….
Bryan, you should really go outside and get some exercise or visit your friends. You’ve been on that Internet chat room since before breakfast!!
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

7. Theories of Media Influence
Two theories focused media effects:
Cultivation Theory -- watching TV gradually shapes or cultivates a person’s worldview so it becomes like the worldview frequently depicted on TV
Social Learning Theory – people are more likely to imitate behavior they see frequently modeled [in the media] and that behavior is rewarded (or at least not punished)
You be the judge! Overall, do you think media have more potential for positive or negative effects? Explain and think of examples.
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

8. Uses & Gratification Approach
Two principles:
People make individual decisions about which media to consume (based on their individual differences and characteristics)
People that consume the same media product will respond to it in different ways depending on their individual characteristics
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

9. The Media Practice Model
Identity
motivates
choice of media
products
Apply and
Incorporate
the
content
into identity
Interpretation and
evaluation
of the media products
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

10. Five Uses of Media 1. Entertainment 2. Identity Formation
“to have fun”
2. Identity Formation
“Forging who I am”
3. High Sensation
“Seeking intense and new sensations” (thrill-seeking)
4. Coping
“It helps me relax and de-stress”
5. Youth Culture Identification
“I feel connected to my group”
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

11. Discussion Stop
Why do you think watching television and listening to music have calming effects on adolescents’ emotions?
Do you think the same effect would be true of emerging adults?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

12. Constructing Ideas
Except “entertainment” all of the uses of media outlined in your chapter are said to be “developmental”
What does this mean? Explain in terms of research and your own experience.
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

13. Media and Socialization
Explosion in technology has transformed the cultural environment in terms of availability and diversity of media
Adolescents draw materials from media that contribute to their socialization
Media represent a broad socialization influence
You be the judge! What are your thoughts on age restrictions and access to media (e.g., parental warnings, etc.)
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

14. Media & other Socialization Sources
Media is market-driven – providers will provide adolescents with what they believe adolescents want
Great diversity of media available
Media socialization “goes over the heads” of other socializing adults
It is important to note: Not all of the media used by adolescents are contrary to the aims and principles of adult society – much of it in fact, is quite conservative.
Think of media that reinforces conventional values….
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

15. Media socialization may be quite different in traditional cultures.
It is important to note!
The portrait of media socialization presented in the previous slides applies to the contemporary West.
Media socialization may be quite different in traditional cultures.
Think about the impact of globalization.
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

16. Television and Aggressiveness
Great deal of research attention focused on the extent to which television provokes violence in young people
Majority of violent crimes committed by males aged 15-25
saw a rise in both violent crime and violent television programming
Most of the research on the issue is correlational (can’t prove causation!)
Many field studies have been conducted to address the question:
Does watching violence on TV cause adolescents to
become more aggressive, or are adolescents who are more
aggressive simply more likely to enjoy watching violence on TV?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

17. Discussion Stop
Do the two studies in the chapter (Eron & Huesmann’s longitudinal study; “Notel” study) persuade you that TV causes aggression in children and adolescents, or not?
How would you design a study that would answer the question more clearly – or is that not possible?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

18. Computer Games & Aggressiveness
A majority of adolescents’ favorite games involve themes of violence
Studies have shown that playing violent computer games is related to heightened aggressiveness, hostility and anxiety
Pause for Reflection:
Do you play computer games?
Which one (s)? Does it contain violent themes?
Describe. How do you feel after playing it?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

19. Sexual Portrayals on TV
Males
Females
Preoccupied with sex
Always “ready and willing”
Recreational attitude toward sex
Value men mainly for physical appearance, wealth and status
Research Summary (Cope-Farrar & Kunkel, 2002)
82% of programs had sexual content
Sexual behavior more frequent than sexual talk
Sexual behavior between partners with established relationship (not married)
Kisses and hugs; Intercourse or nudity infrequent
Discussion of sexual risk RARELY took place
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

20. Music TV: Basics
MTV started in USA 1981 – now broadcast worldwide representing a force in globalization
American adolescents watch MTV approx minutes a day
Two categories:
Performance Videos – just like a concert conveying the song
Concept Videos – tell a story, like a mini-movie that enacts the lyrics of the song
About 15% of videos contain violence (usually mild vs. severe violence)
About 75% contain sexual themes (implied vs. explicit)
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

21. Controversial Music: Rap
“Rap is Black America’s TV station. It gives a whole perspective of what exists and what Black life is about” (Decker, 1994, p. 103)
Discuss in terms of your own experience and….
Check out the chapter!
Find out about research on controversial music

22. Discussion Stop
Thus far the cathartic effect has been studied only for heavy-metal music. Do you think this effect would be found for other types of music as well? What about for TV? Computer games?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

23. Big Tobacco & Advertising
Cigarettes are the second most heavily promoted consumer product in the USA, totaling Six billion dollars per year
Is it targeted to adolescents?
90% of smokers start by age 18
Ads present images of fun, independence, and “coolness”
According to research, the effects of advertising on brand choice was three times as strong for adolescents as adults
The three most popular brands are the most heavily promoted
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

24. Adolescents’ Responses: Cigarette Ads
See the pattern??
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

25. Internet Uses by 12-15 year olds
Searching for information
for school projects
Favor chat rooms on
relationships and lifestyle
Or with friends on
instant messaging
Boys more likely to play
computer games &
download music
Girls more likely to visit
chat rooms and
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

26. What a Tangled Web…. Internet Benefits Internet Cautions
Access to information – potential to enhance education
Can be a source of positive social interactions – opportunities to practice communication and engage in “identity play,” and finding answers to problems they may be facing
Chat rooms sometimes frequented by sexual predators seeking to victimize children and adolescents
Academic cheating via downloading or purchasing pre-written papers
Promote social isolation (displacement effect)
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

27. Media and Globalization
Why Western media appeals to adolescents:
Rapid social and economic change in developing countries in the past 50 years (youth have grown up with Western media)
Adolescents are more capable than younger children of exploring the environment outside the family
Adolescence is a time of identity formation – anticipating changes in their social world due to globalization and look outside the family for information
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.

28. Discussion Stop
In many places, local media is coexisting with “imported” American media.
What do you think the future will hold? Will local media be “obliterated”? What are the implications
Interesting Footnote:
American movies are not listed as
“foreign” films in Canadian video stores.
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.