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Adolescence and
Emerging Adulthood: A
Cultural Approach
Chapter 12
Media
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Chapter Overview

Theories of media influence

Five uses of media in adolescence

Media and adolescent socialization

Controversial media including TV and
aggressiveness, computer games, TV
and movies and sex, music (Rap and
heavy metal) advertising, etc.

A new medium – the Internet

Media and globalization
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Effects of media
on adolescents are
potentially profound
Tracing those
effects is complex
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
The typical American adolescent:
Listens to music 4 hours/day
Watches TV 2 hours/day
50% go to a movie at least once a month
70% of girls read popular magazines
75% have access to computers
50% have access to Internet
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Media Preferences by Age Group
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Displacement Effect
Just a couple more
hours….
Bryan, you should
really go outside and
get some exercise or
visit your friends.
You’ve been on that
Internet chat room
since before
breakfast!!
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Theories of Media Influence

Two theories focused media effects:
• Cultivation Theory -- watching TV gradually
shapes or cultivates a person’s worldview so it
becomes like the worldview frequently depicted
on TV
• Social Learning Theory – people are more likely to
imitate behavior they see frequently modeled [in
the media] and that behavior is rewarded (or at
least not punished)
You be the judge! Overall, do you think media
have more potential for positive or negative
effects? Explain and think of examples.
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Uses & Gratification Approach

Two principles:
1. People make individual decisions about
which media to consume (based on
their individual differences and
characteristics)
2. People that consume the same media
product will respond to it in different
ways depending on their individual
characteristics
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
The Media Practice Model
Identity
motivates
choice of media
products
Apply and
Incorporate
the
content
into identity
Interpretation and
evaluation
of the media products
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Five Uses of Media
1. Entertainment
“to have fun”
2. Identity Formation
“Forging who I am”
3. High Sensation
“Seeking intense and new sensations” (thrillseeking)
4. Coping
“It helps me relax and de-stress”
5. Youth Culture Identification
“I feel connected to my group”
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Discussion Stop


Why do you think
watching television
and listening to music
have calming effects
on adolescents’
emotions?
Do you think the same
effect would be true of
emerging adults?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Constructing Ideas


Except “entertainment” all
of the uses of media
outlined in your chapter
are said to be
“developmental”
What does this mean?
Explain in terms of
research and your own
experience.
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Media and Socialization



Explosion in technology has transformed
the cultural environment in terms of
availability and diversity of media
Adolescents draw materials from media
that contribute to their socialization
Media represent a broad socialization
influence
You be the judge! What are your thoughts on
age restrictions and access to media (e.g.,
parental warnings, etc.)
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Media & other Socialization Sources

Media is market-driven – providers will
provide adolescents with what they
believe adolescents want
1. Great diversity of media available
2. Media socialization “goes over the
heads” of other socializing adults
It is important to note: Not all of the media used by adolescents are
contrary to the aims and principles of adult society – much of it in fact, is
quite conservative.
Think of media that reinforces conventional values….
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
It is important to note!
•The portrait of media socialization
presented in the previous slides applies to
the contemporary West.
•Media socialization may be quite
different in traditional cultures.
•Think about the impact of globalization.
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Television and Aggressiveness

Great deal of research attention focused on the extent
to which television provokes violence in young people

Majority of violent crimes committed by males aged
15-25

1960-1990 saw a rise in both violent crime and violent
television programming

Most of the research on the issue is correlational (can’t
prove causation!)

Many field studies have been conducted to address the
question:
Does watching violence on TV cause adolescents to
become more aggressive, or are adolescents who are more
aggressive simply more likely to enjoy watching violence on TV?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Discussion Stop


Do the two studies in the
chapter (Eron &
Huesmann’s longitudinal
study; “Notel” study)
persuade you that TV
causes aggression in
children and adolescents,
or not?
How would you design a
study that would answer
the question more clearly
– or is that not possible?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Computer Games & Aggressiveness


A majority of adolescents’ favorite
games involve themes of violence
Studies have shown that playing
violent computer games is related to
heightened aggressiveness, hostility
and anxiety
Pause for Reflection:
Do you play computer games?
Which one (s)? Does it contain violent themes?
Describe. How do you feel after playing it?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Sexual Portrayals on TV
Males
Preoccupied with sex
Always “ready and
willing”
Recreational attitude
toward sex

Females
Value men mainly for
physical appearance,
wealth and status
Recreational attitude
toward sex

Research Summary (Cope-Farrar & Kunkel, 2002)
•82% of programs had sexual content
•Sexual behavior more frequent than sexual talk
•Sexual behavior between partners with established
relationship (not married)
•Kisses and hugs; Intercourse or nudity infrequent
•Discussion of sexual risk RARELY took place
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Music TV: Basics



MTV started in USA 1981 – now broadcast
worldwide representing a force in globalization
American adolescents watch MTV approx. 1530 minutes a day
Two categories:




Performance Videos – just like a concert conveying the
song
Concept Videos – tell a story, like a mini-movie that
enacts the lyrics of the song
About 15% of videos contain violence (usually
mild vs. severe violence)
About 75% contain sexual themes (implied
vs. explicit)
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Controversial Music: Rap


“Rap is Black America’s TV station. It
gives a whole perspective of what
exists and what Black life is about”
(Decker, 1994, p. 103)
Discuss in terms of your own
experience and….
Check out the chapter!
Find out about research on
controversial music
Discussion Stop

Thus far the cathartic effect
has been studied only for
heavy-metal music. Do you
think this effect would be
found for other types of
music as well? What about
for TV? Computer games?
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Big Tobacco & Advertising


Cigarettes are the second most heavily
promoted consumer product in the USA,
totaling Six billion dollars per year
Is it targeted to adolescents?




90% of smokers start by age 18
Ads present images of fun, independence, and
“coolness”
According to research, the effects of
advertising on brand choice was three
times as strong for adolescents as adults
The three most popular brands are the
most heavily promoted
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Adolescents’ Responses: Cigarette Ads
See the pattern??
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Internet Uses by 12-15 year olds
Searching for information
for school projects
Favor chat rooms on
relationships and lifestyle
Or with friends on
instant messaging
Boys more likely to play
computer games &
download music
Girls more likely to visit
chat rooms and email
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
What a Tangled Web….
Internet Benefits
Access to information –
potential to enhance
education
Can be a source of
positive social
interactions –
opportunities to practice
communication and
engage in “identity
play,” and finding
answers to problems
they may be facing
Internet Cautions
Chat rooms sometimes
frequented by sexual
predators seeking to
victimize children and
adolescents
Academic cheating via
downloading or purchasing
pre-written papers
Promote social isolation
(displacement effect)
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Media and Globalization

Why Western media appeals to adolescents:
• Rapid social and economic change in developing
countries in the past 50 years (youth have
grown up with Western media)
• Adolescents are more capable than younger
children of exploring the environment outside
the family
• Adolescence is a time of identity formation –
anticipating changes in their social world due to
globalization and look outside the family for
information
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.
Discussion Stop


In many places, local
media is coexisting
with “imported”
American media.
What do you think the
future will hold? Will
local media be
“obliterated”? What are
the implications
Interesting Footnote:
American movies are not listed as
“foreign” films in Canadian video stores.
Adolescence and Emerging Adulthood: A Cultural Approach by Jeffrey Jensen Arnett. Copyright © 2004 by Pearson Education. All rights reserved.