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Discuss what psychological research has told us about some of the media influences on anti-social behaviour and educational choices.

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Introduction

´╗┐Raminta Petrauskaite Discuss what psychological research has told us about some of the media influences on anti-social behaviour. (5 marks + 6 marks) Research suggests that children observe the actions of media models and may later imitate these behaviours, especially when the child admires and identifies with the model. Also the consequences of the models actions depend on whether the child will chose to do the same or not. If the consequence is rewarding, it is more likely to be imitated, whereas if the consequence is a punishment, it is more likely to be avoided. The more ?real? the children perceive violent televised scenes to be, and the more they believe the more they identify with the characters, the more likely they will be to try out the behaviour they have learnt. ...read more.

Middle

Using your knowledge of psychological research into persuasion and attitude change, identify some of the factors which the film-makers might take into account. (4 marks) The Horland-Yale model model focuses on methods of persuasion. This model focuses on the factors to do with the advert, such as the ?source factor?, ?message factors? and ?audience factors.? Source factors include things like whether the people presented were experts or the attractiveness of the sources as experts are seen as more credible and attractive sources are more effective. The message tends to be more effective if we think they are not intended to persuade and also if it creates a moderate level of fear, while audience factors include the inelegance of audience, as high and low intelligence audience are less likely to be persuaded. ...read more.

Conclusion

These could include celebrities. Petty and Cacioppo (1986) concluded in their study, that attractive communicators are more persuasive than less attractive communicators. However it could be argued that some celebrities are not as attractive as we first think. O?Mationy and Meerioghan (1997) found that celebrities were not regarded as particularly convincing or believable. Also Hume (1992) concluded that celebrity endorsements of a product doesn?t significantly increase the persuasive communication of the advert. The Horland-Yale model also include the message factors, which suggest that messages are more effective if we think they are not intending to persuade. On top of this, levels of fear can also make a message more effective. However too much fear causes anxiety and has the opposite effect. Patwain and Symes (2011) investigated whether classroom fear appeals. This study concluded that fear appeals emphasised a ?mastery? appeal, which included advise which has a positive outcome of persuasion. ...read more.

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