It is difficult to determine exactly how much television and media content influences behavior. Given the power and ubiquity of television, film, and, more recently, social media content, the question seems not to be whether they influence behavior, but precisely how much.
Many studies have reported on the relationship between viewing specific content and its effects on specific behaviors, sometimes with empirical support. This post looks at studying content that has influenced behavior, whether tragic or positive. The diversity represented here shows the strength of media as a tool that can be used for both good and bad.
Some of these effects appear incidentally or incidentally, while others are the result of intentions and the development of psychological theories that have a powerful influence on behavior. Among these more intentional works are those of producer and theorist Miguel Sabido, social psychologist Albert Bandura, and philosopher Cristina Bicchieri. Dr. Bicchieri’s 2016 book, Norm in the Wild, is a must-read for anyone interested in this field. Sabid gained experience in the media field and began applying psychological theories to address social issues. Bandura has collaborated with Sabid, and the marriage of his famous social learning theory (SLT) with media production is a natural one.
A saying associated with SLT was “monkey see, monkey do”. What do we watch more than television and media content today? SLT is not the only way to understand the influence of media content on behavior. I will cover this topic in another post. Here are some behaviors that may have been influenced by television and movies.
Youth Suicide in the United States (13 Reasons Why)
The most serious and morbid of these was related to the Netflix series “13 Reasons Why” and the suicides of 10- to 19-year-olds. The authors of the 2019 study analyzed suicide trends from January 1999 to December 2017, and found that among the show’s target audience (ages 10 to 19), the number at which the show was most popular reported a 13.3 percent increase in suicides over the month. (3 months after the premiere). The story revolves around female suicide, with the biggest increase in suicides occurring among women aged 10 to 19. No increases were reported in the 20-29 or 30+ age groups.
It’s worth noting that another study published in 2020 disputed this finding. However, the relationship between suicide on screen (or in the news) and suicide in the ‘real world’ has been studied for many years, and charities like the Samaritans have clear guidelines on suicide reporting.
Popularity of Chess in the United States (The Queen’s Gambit)
Much lighter and more positive findings were reported regarding the impact of Netflix’s The Queen’s Gambit on chess-related behavior. Both the New York Times and Vanity Fair reported an increase in chess board purchases, with one company reporting a more than 1,000 percent increase in chess board sales. eBay estimates that sales of chess boards have increased by 215%. There are also reports that the number of chess club members increased, especially among young women, as a result of the show’s premiere.
American school performance (Sesame Street)
Kearney and Levine (2019) analyzed the effects of Sesame Street viewing on educational attainment and labor market outcomes and concluded that Sesame Street viewing had a positive impact on both.
AIDS Testing in the UK (It’s a Sin)
Channel 4 in the UK aired a series called “It’s a Sin” in the 1980s that told the story of AIDS. The program was broadcast to coincide with National HIV Testing Week, and one sexual health charity, the Terrence Higgins Trust, reported a 30% increase in calls to its helpline the day after the program first aired. Reported.
Source: Daniel Guerra/Unsplash
Birth rates in Brazil and Tanzania (telenovelas)
Researchers studied the impact of telenovelas on fertility rates in Brazil from 1979 to 1991 and found a significant relationship between novels in a specific media group (Globo) and fertility rates. It was theorized that Brazil’s declining birth rate during this period was partly due to the characters portrayed on screen choosing not to have children or delaying childbearing. The authors believe that telenovelas played an important role in reducing the country’s birth rate by more than 50 percent.
Similarly, Bicchieri reported on the influence of the media on desirable family planning behaviors in Tanzania. Although this was via a radio soap opera titled “Twende na Wakati” (“Let’s go with the times”), the basic principle of using fictional media content to influence real-world behavior was the same. did. Bicchieri noted that listeners of the series reported identifying positively with the intended role models and rejecting negative role models. Similar findings were reported by Jato et al. (1999), however, this study included nonfiction radio messaging that included a discussion program.
Adult literacy rate in Mexico (telenovelas)
One of Sabido’s television works attempted to improve adult literacy in Mexico. This fictional series featured characters who imitated desired behaviors, in this case adults learning to read and write. The series, titled “Ven Conmigo (Come With Me),” even included practical instructions on where viewers should go if they wanted to imitate the action. Bandura said so many people crowded into the Mexico City distribution center that traffic jams occurred.
India’s domestic actions
A study by Jensen and Oster (2009) on the impact of the introduction of cable television in rural India found that “(decreased) acceptance of domestic violence against women and preference for sons, increased autonomy for women and decreased fertility. ‘ has been reported.
The situation reported here is as diverse as its geographic scope, representing four continents, and the range of behaviors and age groups affected. Some actions may not seem surprising, such as purchasing certain products. We’ve known for a long time that advertising products work. Perhaps even more surprising to some is that it can have a clear impact on a complex and wide range of behaviors, from suicide to deciding when (or if) to have children.
