Role of the media Flashcards
Social learning theory
Bandura’s bobo dolls. vicarious (indirect) reinforcement by observing role models (characters/celebrities) and imitating behaviours they are ‘rewarded’ for.
Attention - Retention - Motivation - Reproduction
Lyons et al
alcohol use seen in 86% of popular UK films and 40% of tv shows.
gambling rates - cause?
68% to 73% since 2007. 56% of UK has gambled in last year. Government loosened restrictions on gambling advertising.
Hasantha Gunasekera et al (2005)
content analysis of 87 of top 200 movies. tobacco and alcohol common. some incidences of cannabis and other drug use. addictions tend to be portrayed in positive light without showing neg consequences.
Robert Wellman et al (2006)
reviewed studies looking at exposure to tobacco ads and cigarettes in films and the influence on children’s attitudes. across, exposure increased positive attitudes and doubled the chances of starting to smoke.
Reiner Hanewinkel et al (2014)
prospective study. 2300 teens (12-14yrs) from range of European cultures who reported they had never drunk alcohol or intended to do so. 12 month follow up 40% had tried, 9% had engaged in binge drinking. controlled variables, still found that exposure to alcohol in films associated with increased risk of drinking alcohol.
Derenvsky (2010)
teenagers who have already gambled are more likely to be influenced by ads and swa these as glamorous and social,
Application
watershed, limit drinking/drugs/smoking on tv. offer advice/helplines. increase education. include positive role models that don’t engage/show neg consequences.
population validity
most research focused on adolescents. assumes they are more vulnerable. cant assume children and adults act in the same way. limits effectiveness in explaining addiction.
cause and effect
most research correlational, cannot establish cause and effect. e.g. friends/family may influence what films and tv you consume
Pechman and shih (1999)
experimental method. assessed effect of smoking portrayal on attitudes. used two versions of same film one with smoking, one with it edited out. those that saw smoking version reported more positive attitudes to smoking than the other group.
however, effects cancelled out by showing anti smoking ad.
Atkinson et al (2011)
acknowledged that drinking/drug often portrayed as glamorous. interviewed adolescents, they were aware that images of celebrities drinking may be exaggerated for effect. they did not feel it was a major influence on their behaviour.
