Band 34, Heft 3

Television content that contains non-stereotypical representations of ethnic minorities and models positive intercultural interactions may potentially aid in reducing the prejudices of its viewers (Brown Graves, Journal of Social Issues 55: 707–727, 1999, Persson, Early Childhood Research Quarterly 18: 530–546, 1999, Shochat, Conflict Resolution Quarterly 21: 2003). However, the exact effect has yet to be demonstrated. Furthermore, the cognitive mechanisms behind such an effect remain unclear. This article tests hypotheses derived from social identity theory and social learning theory that attribute this effect to the identification patterns with ingroup and outgroup characters in television drama. In an experiment (N = 152), participants either watched episodes of a multicultural drama or a regular soap series. Results showed that viewers of multicultural drama had lower perceptions of ethnic threat. Moreover, this effect was mediated by identification with characters, namely, increased identification with outgroup and lowered identification with ingroup characters resulting in lower ethnic threat. The results suggest that short term viewing effects are best explained with social identity theory. The implications for long term effects and the possible role of social learning are analyzed in the discussion.

This article focuses on Eurimages, the Council of Europe fund for the co-production, distribution and exhibition of European films. The core investigation of this paper relates to the benefits this public fund has had for the European film sector. Reflecting on the fund's twenty-year existence, what output has been realized, both in economic and cultural terms? Turning to the future, what are the fund's prospects now that the sector is facing the technological challenge of digitization? In order to evaluate the performance of the fund, the author takes a closer look at the economic, cultural and technologically innovative results achieved by Eurimages and relates these to the objectives that were set at its establishment. This evaluation is carried out by using statistical data as well as insights gained from policy documents, literature and expert interviews.

In both the academic and societal debates, it is widely assumed that cognitive advertising defenses can reduce children's susceptibility to advertising effects. Empirical evidence supporting this crucial assumption is however missing. It is precisely this gap that the present study aims to fill In a survey of 296 children (aged 8–12 years), we investigate whether children's cognitive defenses (i. e., advertising recognition and understanding of its selling and persuasive intent) reduce the relationship between the amount of television advertising they are exposed to and their desire for advertised product categories. Interaction analysis in regression shows that of all the cognitive defense variables, only understanding advertising's persuasive intent was effective in reducing the impact of advertising exposure on children's advertised product desire. However, this only applies to the older children in the sample (ages 10–12). For the younger children, understanding the persuasive intent even increased the impact of advertising.

The aim of this study was to construct a closed-end measure of moral reasoning on interpersonal violence (CEMRIV) and to explore the relationship between television exposure and children's use of moral reasoning strategies. Participants were 377 elementary school children in fourth to sixth grade who completed questionnaires containing measures on moral reasoning and violent and non-violent television viewing. The reliability and validity of the CEMRIV as a scale of moral reasoning are discussed. Regression analyses indicated that exposure to violent television content was positively related to a preference for authority-based reasoning on interpersonal violence. Violent television exposure was also a significant predictor of the preference for approval-oriented reasoning about prosocial dilemmas. Furthermore, non-violent television viewing was positively associated with a preference for perspective-based moral reasoning. These findings provide support for a mental model approach.

Recent communication research indicates that approach and avoidance constitute two separate yet co-existing processes during media exposure. While many studies address TV approach behavior, little is known about TV avoidance behavior. Furthermore, personality has yet to be linked to avoidance behavior. This study analyzes the influence of personality on TV program avoidance. Data show that the “Big Five” personality characteristics (Neuroticism, Extraversion, Openness, Conscientiousness, Agreeableness) and Risk and Fight Willingness influence program avoidance, albeit to varying degrees. While the specific correlations are discussed in the paper, the results generally reveal that the combination of personality and avoidance has added value in terms of understanding of TV using behavior compared to the frequently analyzed link between personality and approach. For nearly all personality characteristics, data show that the avoidance perspective is more than the inversion of the approach perspective. The findings are discussed with reference to gratification and selectivity research.