Model Answer
0 min readIntroduction
Television has become a pervasive influence in the lives of children, shaping their perceptions, attitudes, and behaviours. While offering educational opportunities, concerns remain regarding its potential negative impacts, particularly concerning aggression and consumerism. The developing brains of children are highly susceptible to external stimuli, making them vulnerable to the messages conveyed through television. Understanding the psychological mechanisms underlying these effects is crucial for parents, educators, and policymakers to mitigate potential harm and harness the medium’s positive potential. This response will explore the psychological processes by which television viewing influences aggression and consumer behaviour in children.
Television and Aggression in Children
Several psychological theories explain the link between television viewing and aggression. Social Learning Theory (Bandura, 1977) posits that children learn by observing and imitating behaviours they see on television, especially if those behaviours are rewarded or performed by role models. Repeated exposure to violent content can desensitize children to aggression, reducing their empathy and increasing their acceptance of violence as a problem-solving strategy.
- Modeling: Children observe aggressive acts and imitate them, particularly if the aggressor is admired.
- Vicarious Reinforcement: Observing others being rewarded for aggression increases the likelihood of the child exhibiting similar behaviour.
- Desensitization: Repeated exposure to violence reduces emotional responsiveness to it.
- Cognitive Priming: Violent images activate aggressive thoughts and feelings, making aggressive behaviour more likely.
Cultivation Theory (Gerbner, 1976) suggests that prolonged exposure to television cultivates a perception of the world as a more violent place than it actually is, leading to increased fear and aggression. Research by Anderson & Bushman (2001) demonstrated a consistent correlation between violent video game exposure and increased aggression in children and adolescents.
Television and Consumer Behaviour in Children
Television significantly influences children’s consumer behaviour through various psychological mechanisms. Children often lack the cognitive abilities to critically evaluate advertising messages, making them particularly vulnerable to persuasive techniques.
- Repetition: Advertisers frequently repeat messages to increase brand recognition and memorability.
- Association: Ads often associate products with positive emotions, desirable lifestyles, or popular characters.
- Emotional Appeals: Advertisements frequently use emotional appeals (e.g., happiness, belonging) to create a desire for products.
- Peer Pressure: Ads often depict children using products and enjoying social acceptance, creating peer pressure to conform.
Cognitive Neo-Association (Bijstra et al., 2018) suggests that exposure to advertising activates neural pathways associated with reward and pleasure, creating a positive association with the advertised product. This can lead to impulsive buying behaviour and materialistic values. Furthermore, the use of cartoon characters and celebrity endorsements appeals to children’s identification and admiration, increasing the effectiveness of advertising.
Age-Related Differences
The impact of television varies with age. Younger children (under 5) are more likely to imitate behaviours they see on television without fully understanding the consequences. Older children (6-12) are better able to distinguish between fantasy and reality but are still susceptible to advertising and social influence. Adolescents are more likely to critically evaluate media messages but may be influenced by peer pressure and the desire for social status.
| Age Group | Impact on Aggression | Impact on Consumer Behaviour |
|---|---|---|
| Under 5 | High imitation, limited understanding of consequences | High susceptibility to advertising, limited impulse control |
| 6-12 | Developing critical thinking, still susceptible to modeling | Increased awareness of advertising techniques, peer influence |
| Adolescents | Critical evaluation, potential for desensitization | Peer pressure, desire for social status, brand loyalty |
Conclusion
Television viewing exerts a significant psychological influence on children’s aggression and consumer behaviour. Social Learning Theory, Cultivation Theory, and Cognitive Neo-Association provide frameworks for understanding these effects. Recognizing age-related differences in susceptibility is crucial for developing effective interventions. Promoting media literacy, encouraging parental involvement, and regulating advertising content are essential steps to mitigate the negative impacts and foster healthy development in children. Further research is needed to explore the long-term consequences of prolonged television exposure in the digital age.
Answer Length
This is a comprehensive model answer for learning purposes and may exceed the word limit. In the exam, always adhere to the prescribed word count.