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The effects of media on prosocial behaviour There has been substantial number of studies that has provided evidence for the potential value of the media for the development of prosocial behaviour. Prosocial behaviour can be defined as helping behaviour, altruism or generally any behaviour that is positive and calculated to promote the interests of society. Television programmes contain many examples of good behaviour acting kindly and with generosity. Studies demonstrate that children may imitate forms of prosocial behaviour such as altruism, positive interaction with others when exposed to models who display such behaviours. This is especially true when the model is rewarded for their behaviour. In Bryan and Bryan's (1970) study, 6 to 9 year olds were shown a specially recorded filmof a character bowling and winning gift certificates. 3 conditions: 1. the character gave some of his certificates to charity 2. He kept them to himself 3.The charater also preached the emnrts of...

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