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ERIC Number: ED111527
Record Type: RIE
Publication Date: 1975-Apr
Pages: 19
Abstractor: N/A
Reference Count: 0
Television and Social Behavior: A Prototype for Experimental Programming.
Liebert, Robert M.; And Others
This paper describes the production of three 30-second prosocial television spots and the evaluation of the effects of these spots on children's behavior. The psychological process of observational learning was used to conceptualize the way television viewing influences children's behavior; the three stages of observational learning (exposure, acquisition, and acceptance) served as guides for the production and evaluation phases of this project. Five major principles were followed in planning the content for these spots: (1) the same theme was presented in all three spots, (2) situations were chosen to optimize immediate recognition and understanding by child viewers, (3) physical action was emphasized, (4) verbal statements were used to complement action and explicate both the conflict and solution, and (5) the positive consequences of the behavior to be modeled was accentuated. The rationale and research evidence to support the use of each of these principles was given. The spots were evaluated for the attraction they held for youngsters (exposure), the clarity with which they conveyed the intended message (acquisition), and the overt changes they produced in attitudes and behavior (acceptance). It was concluded that the approach described in this paper was a viable model for the production and evaluation of the whole range of television programming for children. (JMB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Convention of the American Educational Research Association (Washington, D.C., March 30-April 3, 1975)