behaviour. ag ress ressiv ivel el to ards ards
"Bob "Bob doll doll
he firs firs gr up show showed ed th
odel odel bein bein re arde arde
it pras prasie ie
this expe experi rime ment nt many many
ot er expe experi ri ents ents th
av been been cond conduc ucte te
fi
edia edia on beha behavi viou our. r.
ob doll doll expe experi rime ment nt ar both both posi positi tive ve an nega negati tive ve i.e. i.e.
viol violen ence ce or porn pornog ogra raph ph le
on effe effect ct
to awar awaren en
't
evea evea
an ic
regu regula larl rl se
tiza tiza io
ca
-eff -eff
ri ts
elie elie
edia edia depi depict ctio io
he effe effect cts, s, as seen seen from from ca lead lead to ot anti anti
or play play viol violen en vide videog ogam ames es Th effe effect ct is propro-so soci cial al when when medi medi ia
re ti
that that
tc
io
em
em
is
es ar
as
altr altr is
is
arin arin
late late
th rtic rtic effe effe
This
this this chap chapte te
ie
r,
PSyc11010gtj
id
351
ti ic ti
oder oder
it
so iety iety
to indi indi idua idual. l.
icti icti
ia is
th
tl
edia edia psyc psyc olog ologis ists ts do 't
rc
in in
om
th
in jo
th
ia
th
in
sual sually ly subs subs ri
iole iole
te im
ls
lo
to this this view view sp cifi cifi ally ally owin owin
le
to
tain tain
ti
ffec ffects ts of tele televi visi sion on viol viol nc ar (Oon (Oonne ners rste tein in
ts
la
nd
th
ron, ron, 1994 1994
.e
4.
ta
i.
iole iole
in
se
itiz itiz ti
ll
s,
th
to
th
icti icti
240) 24 0) ia
le ti
ia
iole iole
le
iole iole
in
to th
ts
ti
th
ie
rw rd
to
lain lain
io
Imitation
iole iole
is
ls
im
le te
in
seve severe rely ly crit critic iciz iz arti artifi fi ia an
also also
ts
lain lain io
hese hese stud studie ie
no re rese resent nt tive tive
iate iately ly
te sh
th
in
ll
it effe effect ct on chil childr dren en
le
llin llin
ad lo
exte extern rn
ll
if
th
il
im
ts
nc
se
tw tl
th
vali validi dity ty
ll
id
he la or tory tory co diti dition on
ie in ta
te
ia
tu ie
econ econdl dly, y, th ex erim erimen ents ts sh il
li
st rese rese rc er us
lain lain th th
re l-li l-life fe ondi onditi tion ons. s.
imme immedia diate te afte afterr-ef effe fects cts of medi media, a, im
li
th
nl is
sh
to thic thic
re ti
th
si
ti
in
at rali ralist stic ic form form of nqui nquiry ry like like surv surv ys an
self-re self-repor por measu measures res
beha behavio viour ural al choi choice ce 2.
xcit xcitat atio io noth noth
xpla xplana nati tion on fo viol violen en beha behavi viou ou infl influe uenc nc
lf Zill Zill
is
la
ti
is
by
edia edia is th exci excita tati tion on tr nsfe nsfe theo theory ry te
in
's
2) tw
to
pers person onal al facto factors rs In
ppli pplied ed
352j_
Psyc Psycho holo lo
thecontext exci excite te (aro (arous used ed). ). Whil Whil co in back back from from th th taxi taxi driv driver er
isin isinte terp rpre reti ti
th
ay ar
sa
rw
ltip ltiple lex, x, am
or
ay et into into
triv trivia ia argu argu en
it
re ag ress ressiv ivel el
it
rone rone to ehav ehav
is as follo follows ws
An Activity
Anger Aggression
Proble Proble
wit
this
explanation is that that it ex lain lain
al ro
ft
ei
Spid Spider er an le alon alon vi le
em lifi lifica cati ti
theo theory ry
to form form
re
ay ac to et er to lead lead to iole iole is theo theory ry stat states es
co
ep
ultim ultimat ately ely ment mental al mode models ls Henc Hence, e, propro-so soci cial al depi depict cted ed in ic
in
edia edia infl influe uenc nc ment mental al mode models ls rn
lu
ecis ecisio ions ns made made in real real-l -lif if
io -m
in
situ situat atio ions ns affe affect ct
behaviour.
(b if terrorism
ly fo
rt ti
of viol violen en movi movies es ft
th
vies vies
er us cogn cognit itiv iv fact fact rs (a
nl th i m m e di di at at e a ftft er er -e -e ffff ec ec t
is
arche archety type pe of mino minorit rit comm commun unit ities ies in news news
ehav ehavio io r.
an theo theori ries es ha
Psyc1lOlogl Psyc1lOlogl Applied Applied channels, (c)Cul (c)Cultiv tivat atio io to this this
le
this
j_
lo
to
to tr
theo theory ry
rp tu
sa
st te th ltiv ltiv ti
so
ttri ttri utio utio
inor inorit it
orld orld ie pe
it
'c ltiv ltiv te
ne
sche sche
lo
n'
edia edia viol violen ence ce
du to ue
s.
in indi indi id
ls
ic take take th
in
ie link linkin in
io
ia
li
se th orie orie
to te ro is
353
ontr ontr it
ta
li
icto ictory ry
t. le
de isio isionn- akin akin
nt
ro id
in real real life life
if re
nism nism
or exam exampl ple, e, exem exempl plar ar ar cult cultiv ivat ated ed
edia edia
urth urth r, unco uncons ns ious ious me orie orie of viol violen en scen scenes es ar reac reacti tiva vate te
fo
in stim stim li (B ko it
if appr approp opri riat ated ed
84
tu it lead lead to sexu sexual al viol violen ence ce an rape rape
ha
fo
th
po og
)co rn
ra
in
rtic rticip ip nt
ho te
ison ison se te
to
hi
te ia
tt
pist pist
to tria trial. l.
in
is
nfir nfir
behaviour. io
ti
inst instil ills ls
left left lo sign signif ific ican antl tl
pp tite tite
it or
le
ra
it
-mor -mor
tr
rn gr
Xmat Xmater eria ia th le
is
ic
ie teri teri l.
id
cont contro ro grou grou
te
io
ti ip nt embe embers rs
ti
it an expe experi ri ent, ent, Zill Zill an an of
ri
ta gr
ps
os
tu th
tn
te
in
week week of porn pornog ogra raph phic ic mate materi rial al women. viol violen ence ce agai agains ns
omen omen
as esta establ blis ishe hed. d. In
expe experi rime ment ntal al effe effect ct (i.e (i.e high high shoc shoc fo wron wron pornography.
this
th
answ answer ers) s) emer emerge ge
ll
ts
when when part partic icip ipan ants ts view viewed ed viol violen en
Applied
354_L
Ther Ther ar many many ways ways in whic whic inte intern rnet et porn pornog ogra raph ph
Consumption,
is diff differ eren en from from vide videoo-ba base se
TIle
PSyc1lOlogy
porn pornog ogra raph phy. y.
1999)
Simila Similarly rly the ACE
(2002)
onte onte ds that that
nony nony ity, ity,
onve onve ienc ienc
an
devia deviant nt beha behavio viour ur
rodu roduct ctio io an le to
disse disse inati ination on ti ti
Redu Redu ed cost cost of prod prod ctio ctio ra
an
si plif plifie ie
dist distri ribu buti tion on
Violence. Kimmell, 2000) Rape Rape 'Burt (1980)
th
is
ti 'i\) 'i\)
resp resp
(:'r (:'r
yt
th
si le
to sc
la ly
icti icti iz ti
li th
scio scio sn ss ta
ls in lu
tr ourc ourc
ersers-So So
er an
Burn Burn (2005)
Fe inist inist perspe perspecti ctive ves. s. to in se ro sa
inis inis
is th ll is id lo
te
rn
inte inte rt
ia
ia
in le
in
is th le
l,
tate tate th
serv servin in
'a
till till
in ivid ivid in
reinf reinfor orce ceme ment nt the expe experie rienc nc bring brings. s. Howe Howeve ver, r, from from is la rs lf ll te ss ss iate iate it th r' le
in le
le
l,
ic
socia socia learni learning ng persp perspec ectiv tive, e, obse observ rving ing io ra th li stit stit te ia le rnin rnin ss
ta is
jo in th
te
th
is ty ic ll
re
ivin ivin
le su
is
ti
lear learly ly no '. is
PSyc1lOlogl] Applied
an
to
ec
_j_355
thei thei comm commod odif ific icat atio ion. n.
Aggr Aggres essi sion on
odel odels. s.
violen pornog pornograp raphy hy only violen
urns urns 2005 2005
of hostil hostility ity
D ou ou b
D ra r a go go n
E xc xc i
B ik ik e
Consumerism
'c envi enviro ronm nmen enta ta er
hin evaluation
degr degrad adat atio ion. n. ce
."
l_
356
ppli pplied ed
Th majo majo prob proble le in labo labora rato tori ri s. r) viol violen en
ith expe experi rime ment ntal al stud studie ie is thei thei artif artific icia ialit lity. y. Thes Thes stud studie ie ar cond conduc ucte te
ere, ere, on can' can' im
iate iate im
st
ie
is
re st
beha behavi viou ou is stab stabli lish shed ed also also rate rate
ie
ia les. les.
reat reated ed to obse observ rv
in
ic
lati lati
ip
tw
ia
iole iole
iole iole
(Mai (Maint ntyr yr an Teen Teenan an 1972 1972)su )subj bjec ects ts
sign signif ific ican an posi positi tive ve corr correl elat atio io wa foun foun
tche tche
betw betwee ee view viewin in
aggr aggres essi sive ve beha behavi viou our. r.
th tw
vari variab able les. s.
rc
trie trie
vari variab able le Stil Still, l, anot anothe he
rr lati lati
situ situat atio ions ns
life life situ situ tion tions. s.
on thei thei devi devian an beha behavi viou our. r.
rela relati tion onsh ship ip betw betwee ee
di viol viol nc on peop people le in th long long term term (say (say
is obse observ rv d. Seco Second ndly ly th
or xa ple, ple, in on stud stud
of tele televi visi sion on viol violen ence ce an
thir thir
asur asur th effe effectof ctof
aren aren't 't repr repres esen enta tati tive ve of re lati lati
sych sychol ol gt
tu ie
is
to
inim inimiz iz this this
fi ie
tr llin llin
th im
defi defici cien ency cy rema remain ins. s. lsif lsif
le
tr
th
th
't
th se tw
ic
is corr correc ect. t. th si
le isio isio
th
iole iole
in
se
si
io
iv
imil imil rl long long list list-o -o
ield ield
tu ie
so
in
li it ti
't
li
edia ediati ting ng vari variab able le that that an conf confou ound nd th rela relati tion on betw betw en
di
te
th re is
viol violen ence ce nd view viewer er
aggression. he xact xact effe effect ct of th infl influe ue ce of tele tele isio isio viol violen ence ce can' can' stim stimul ul tion tion prov provid id
by vide videos os nd tele televi visi si
vari vari bles bles Sp cial cially ly in th betw betwee ee to
rd
as of long longit itud udin inal al stud studie ie
th tw vari vari bles bles), ), ther ther ar to siti siti
prog progra ra
rela relati ti
tw
easi easily ly dete determ rmin ined ed
ca inte intera ract ct (tha (tha
ny inte interv rven enin in ia
be
iole iole
it
seve severa ra othe othe extr extran an ou
re idea idea in esta establ blis ishi hing ng fact factor ors. s. Henc Hence, e, rese rese rc in ivid ivid
ecau ecause se th
ssio ssio
rela relati tion onsh ship ip find findin ings gs poin poin th resu result lt
is luti luti
th
ro le
rese rese rc ia
io r. . . . . . .
in in se
ls
ro sh is
ia
siti siti ss
io s.
rr lati lati th
ll
tw in
so ia s:
ia
357
huge hugely ly bene benefi fici cial al fo child childre ren. n. Gree Greenf nfie ield ld (198 (1984) 4),f ,for or exam exampl ple, e, ha show show
(Spa (Sparf rfki kin, n, Lieb Lieb rt an
oulo oulous us 1975 1975). ). ne grou grou of chil childr dren en view view
that that scre screen en pres presen enta tati tion on
epis episod od of Lass Lassie ie in
hich hich
ip ie
il
Ther Ther are, are, howe howeve ver, r, cert certai ai medi mediat atin in fact factor or in rela relati tion onsh ship ip betw betwee ee propro-so soci cial al medi medi an proprosoci soci
beha behavi viou our. r. Th
chea cheate te an
bani banish shed ed from from his empi empire re by
iffe iffere re
foun foun it
oral oral deve develo lopm pm nt of chil childr dren en is on su 'hfact factor or In on stud study, y, Zill Zill a~ nd
th
2.
siti siti
ti
ia
la
retu return rned ed an ha reve reveng nge. e.
li
th
olde olde
il re
sh
ba prin prince ce He subs subs quen quentl tl
hild hildre re
disp displa laye ye
tr th
is st
to
ia ss
high highes es faci facial al jo fo seco seco sa
ly
te
in
th
ndin nding. g. Th
it
te ju
favo favour ured ed il re
is
ts
le
ti
le in se siti siti in
ie
to
ia
le s.
ie
ip
awareness. tu Pune Pune exam examin in in rela relati ti
to
th
egre egre of
aren aren ss pert pertai aini ning ng to soci social al prob proble le
high high scho scho
stud studen ents ts
ia
re to il s.
ls
st
ig ific ific
ts tl
le
rr in
ti
prefer prefer science science supplem supplement. ent. if
amon amon
it
rs
to
tl ia
th sp ts le
ie su
le
to th se
ts
ppli pplied ed
35Sl_
lt
ss
ia is
in
lu
le
ic ti
info info
role role in prom promot otin in
esir esir bl be avio aviour ur like like road road safe safety ty an
sm ki
se tc
ru
part partne ners rs an
prac practi tise se
safe safe sex; sex; tr nsit nsitio io al
od ls
ti
ia
la
im
hand handli ling ng el ctri ctri eq ip ents ents
ho init initia iall ll
prac practi tise se
augh aughan an an
inte inte
s.
in th us of fact fact rs su
hang hanged ed
it
his
edia edia ls is usef useful ul to th co
ti
ta
edia edia ha
unsa unsafe fe se bu
iv
ss
Psyc Psyc1t 1tol olog ogtJ tJ
illa illa as
-b
st
in
edia edia fo prev prev ntio ntio
as soci soci
part partic icip ipat atio io
ch nges nges in life life ch nc s.
unit unit
ps chol cholog ogis is th
ia A.
ho is invo involv lved ed in co garw garwal al (199 (1995)ide 5)ident ntif ifie ie
of dise diseas ases es re ogni ogniti tion on of sy pt
in co
unit unit
owev owev r,
inte interp rp rson rson ti
unit unityy-ba base se
co
th
ny issu issues es
an heal health th prom prom ti n.
unic unicat atio ion, n, ssiv ssiv
nd
ntic nticip ip ti
li
ia
in 4.
li
inio inio
li la
inio inio
is
ru ia role role in
iate iate
th
lo
liti liti
ic
in rm ti th th
5.
du atio atio
thro throug ug
nter nterta tain in
ss
tr
ia re
ia
th
tati tati
ss
ri
ia
ia
io
nt iz
soci social al issu issu s,
hile hile pr vidi viding ng
pros prosoc ocia ial, l, rang rangin in
hole holeso so
ente entert rt in ent. ent. In Indi India, a, th issu issu
from from lo al issu issues es (ex. (ex. do ry de th to he lt
in so ps ar
issu issues es (ex. (ex. alco alco olis olis
to glob global al issu issues es (lik (lik envi enviro ronm nmen enta tali lism sm). ).
1980s
indep indepen ende dent nt daug daughte hters rs
00000
xpli xplici citl tl
disc discou oura ra ed
