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The Representation of Altruistic and Egoistic Motivations in Children’s TV Programming
Authors:Ron Tamborini  Lindsay Hahn  Brian Klebig  Clare Grall
Institution:Department of Communication, Michigan State University
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.
Keywords:Children’s Television  Media and Moral Development  Moral Foundations Theory  Schwartz Universal Values  Self-Determination Theory
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