The Representation of Altruistic and Egoistic Motivations in Children's TV Programming. Issue 1 (2nd January 2017)

• Record Type: Journal Article
• Authors: Tamborini, Ron; Hahn, Lindsay; Prabhu, Sujay; Klebig, Brian; Grall, Clare
• Is Part Of: Communication research reports. Volume 34:Issue 1(2017)
• Page Start: 58
• Page End: 67
• Publication Date: 2017-01-02
• Subjects: Children's Television -- Media and Moral Development -- Moral Foundations Theory -- Schwartz Universal Values -- Self-Determination Theory; Communication -- Periodicals; 302.2
• DOI: 10.1080/08824096.2016.1227312
• Languages: English
• ISSNs: 0882-4096

Abstract

Abstract : A content analysis of children's television examined the frequency with which behaviors were (a) driven by altruistic versus egoistic motivations, (b) performed by affable/surly characters, (c) rewarded/punished, and (d) present in content popular among different age groups (2–5, 6–11, and 12–17 years old). We found that portrayal patterns stressed the importance of egoistic motivations (particularly competence, autonomy, and relatedness) for older children. The findings are interpreted in line with logic underlying the model of intuitive morality and exemplars (MIME; Tamborini, 2013), suggesting that media representations can influence the motivations of their viewers.