By Hanna V. Kovacs
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Additional resources for Mass media : coverage, objectivity, and changes
In the context of violence and aggression in the media, priming effects theory would posit that the antisocial messages to which viewers are exposed in the media will be combined with other information they already have about violence and aggression. The former will draw out the latter, increasing its saliency to the person and the person‘s actions. In this manner, priming effects theory posits, being exposed to media that contain antisocial content (which nearly all of them do in one form or another) will lead many people to think about violence/aggression, think about how well they personally can relate to the characters they are seeing on the screen, and consider Prosocial Content of Animated Cartoons 27 whether or not they wish to behave in a manner that is consistent with the characters they view.
Using this definition, giving a character a birthday cake as an expression of sincere ―happy birthday‖ wishes would qualify as a prosocial act (because the giving of the gift was intended to benefit the recipient by making him/her/it feel better) whereas giving a character a birthday cake that contained a firecracker inside of it would not qualify as a prosocial act (because the principal intention of the act was that of conducting a practical joke or injuring the character). In this study, we collected prosocial behavior data only for major characters.
Staub, E. & Lavine, H. (1999). On the varieties of national attachment: Blind versus constructive patriotism. Political Psychology, 20, 151-174. Schlesinger, P. (1991). Media, the political order and national identity. Media, Culture and Society, 13(3), 297-308. , Levin, S. & Pratto, F. (1997). The interface between ethnic and national attachment: Ethnic pluralism or ethnic dominance? Public Opinion Quarterly, 61, 103-133. Struch, N. & Schwartz, S. H. (1989). Intergroup aggression: Its predictors and distinctions from in-group bias.