Social learning theory, parental mediation and developmental factors can be used to explain influences of media on pro-social behaviour. Bandura's social learning theory (SLT) suggests that children learn by observing behaviour and them imitating it, if the expectation of reward is greater than one of punishment. This process occurs with behaviour seen in the media. The depiction of pro-social acts, e.g. sharing, will likely be in accordance with already established norms therefore will be reinforces and become internalised. Children are more likely to be rewarded for pro-social act e.g. through praise and attention which then further encourages behaviour.
Parental mediation can be used to increase chances of behaviour being repeated through explaining abstract concepts. Although a large number of children watch television on their own, watching with the presence of a parent and discussing any ambiguous or disturbing messages and following up the concepts presented in the programme can increase the chance of the behaviour being internalised.
Research suggests that skills linked with pro-social behaviour develop throughout childhood and adolescence. Therefore developmental differences are expected in the degree in which media influences children at different ages.
Mares et al stated pro-social behaviour is only likely to be learnt if the child is shown the exact steps for the behaviour. This may be because children find it difficult to interpret abstract pro-social act. Therefore the exact influence the media has is difficult to determine. As, often the exact steps of pro-social behaviour are not shown in the media.
Poulous et al found when young children were shown an episode of Lassie involving a child rescuing a dog, they were then more likely yo help distressed puppies, than those who watched a neutral TV programme. Children were shown the altruistic behaviour of helping a dog therefore directly imitated this behaviour suggesting pro-social behaviour is more likely to occur when the exact steps are shown. However, this study was conducted in a laboratory therefore lacks external validity. In the study the children would have known they had to pay attention to the video. Whereas in real life they may not have been as attentive therefore reducing generalisations. Also the study suffers age bias and can only explain how this age group has their behaviour affected by the media.
Rice et al found parental mediation enhanced the learning affects of Sesame Street, which was originally launched with pro-social aims. Children from higher socio-economic backgrounds appeared to benefit the most. Possibly due to their parents having more time to watch TV and discuss messages with their children. Those who watched without parental mediation did not internalise the messages therefore were less likely yo repeat the behaviour. Highlighting the importance of mediation in learning behaviour from the media. Issues occur in measuring pro-social behaviour as it relies on self-report of the parents which may not be truthful. Also only short term effects can be measured. It may not influence later life.
Rosenkoetter suggested with parental mediation children as young as seven could understand complex moral messages contained in adult sitcoms. Parents also reported children as more helpful. A positive correlation was found between these two variables. Children who watched more pro-social sitcoms showed higher levels of altruistic behaviour supporting the idea of pro-social media leading to pro-social behaviour. However, this was correlational therefore cause and effect cannot be determined, all extraneous variables were not controlled. For example the children who were already more pro-socially inclines may have then went on to watch more sitcoms as they fitted in with existing beliefs and attitudes.
Other research findings suggest exposure to filmed models has less of an affect than exposure to real life models. Children may understand what they are seeing but do not apply it to real life settings. Therefore determining how much of an effect pro-social media has is difficult.
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