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Establishing a Protocol for Evaluating Prosocial Merit in Children's E/I Television Programs

2007; University of Toronto Press; Volume: 7; Issue: 2 Linguagem: Inglês

10.3138/sim.7.2.002

1496-6603

William W Anderson,

Media Studies and Communication

This study used content analysis methodology to examine difference in levels of prosocial elements within similar E/I classified children's television series, Nickelodeon's Rugrats and PBS's Arthur , and compare them against levels of prosociality in two non E/I programs, The Cosby Show and The Simpsons , established in a previous research study. The results advance the conclusion that in situations of simultaneous broadcast, viewers would be better served watching Arthur than Rugrats . Furthermore, the methodology developed establishes a protocol for future comparison of E/I programming, which ultimately can be used to develop a linear hierarchy of prosocial program content. Additionally, this study developed a new and more concrete definition for prosociality than has been used in the past by broadcasters and policymakers. This definition has three benefits over existing definitions: scope, syntactic design, and applicability for generalization outside the framework of this study by broadcasters, policymakers, and media literacy scholars.