Social Psychological Explanation 2: The Role Of The Media

Question 1

How can SLT be applied to the media in the case of addictions?

Answer 1

The film or show may contain a ‘role model’ and their behaviour would be vivariously reinforced, for example they are seen as the hero.

We need to look at two areas, how the media portrays addictive behaviour and whether or not this exposure has an effect

Question 2

Explain the exposure to addictive behaviours in the media

Answer 2

Research has shown that addictive behaviour are commonly shown in the media e.g 80% of films in the uk showed drinking and smoking. Despite overall smoking decreasing, the amount its displayed in the media has remained largely the same

Question 3

How does vicarious reinforcement come into play when regarding the exposure to addictive behaviours in the media?

Answer 3

Reaearched analysed 87 out of the top 200 most popular movies of the last 20 years using content analysis and found that Tabbbaco and alcholol consumiption is common, alongside other instances of canibis and other drug use, addictions tended to be portayed positevely and without negative = vicarious reinforcement

Question 4

Explain whether the exposure to addictive behaviours can have an effect on addiction (smoking)

Answer 4

Research has reviewed a number of studies looking at how exposure to tobacco advertising and the use of cigarettes in films influenced childrens attitudes to smoking and their smoking habbits

The researchers found that exposure to smoking in the media increased positive attitudes of smoking and even doubled the chance of starting to smoke

Question 5

Explain whether the exposure to addictive behaviours can have an effect on addiction (alcohol)

Answer 5

One study followed 2346 teenagers from a range of European cultures who reported that they had never drank alcohol and has no plans too. 12 months later, 40% had tried it and 9% had partaken in binge drinking

Even when a wide range of varibles such as personality and acedemic preformance, exposure to alcohol in the media was associated with an increased risk of drinking alcohol

Question 6

What are the 4 evaluation points for the role of the media in addiction?

Answer 6

Difficulty establishing a causal link

Lack of population validity

Adolesecents view on the role of the media

The media being positive aswell

Question 7

Explain the evaluation point of difficulty establishing a causal link (the role of the media)

Answer 7

The majority of the research into the media and addiction is correlational , therefore cause and effect cannot be established, it may not be that media is causing addictions, but addicts consume media associated with their addiction or family decide what a child watches

Question 8

Explain the evaluation point of the lack of population validity (the role of the media - Addiction)

Answer 8

The research may also lack population validity as much of its conducted on adolescent, who are more suspectible to social influnce, research may be different on adults.

Question 9

Explain the evaluation point of adolescents view on the role of the media (the role of the media - Addiction)

Answer 9

Its unfair to present adolescents as passive respondents to the world. Research acknowledged that whilst alcohol consumption is glamourised, adoselencents interviwed knew that celebrities drinking may be exaggerated for effect and didnt not consider media to have a large influence on them, instead peers and parents did

Question 10

Explain the evaluation point of the media being positive (the role of the media - Addiction)

Answer 10

Research ignores that media can be used for good, vicarious punishment is shown by media coverage of events such as the death of Amy Winehouse or anti-smoking ads, which are suggested to reduce the risk of addictive behaviours