The Importance of Altruistic Versus Egoistic Motivations: A Content Analysis of Conflicted Motivations in Children’s Television Programming

• In Event: Critical Discoveries About Violence and Conflict in Media

Abstract

A content analysis of children’s media examined (1) decisions to follow altruistic versus egoistic motivations, (2) how these decisions were associated with both hero/villain characters and reward/punishment, and (3) how these associations differ in content produced for different age groups (2-5, 6-11, and 12-17 years old). Consistent with previous research (Lewis & Mitchell, 2014), we found that, across all age groups, most conflict representations in children’s media positioned altruistic and egoistic motivations against one another rather than against themselves. Extending this research, we found that (a) portrayal patterns stressed the importance of electing altruistic motivations over egoistic motivations, and (b) the focus on altruistic motivations diminished in programming for older children. The findings were interpreted in line with logic underlying the model of intuitive morality and exemplars (MIME; Tamborini, 2012) suggesting that media representations favor the portrayal of values consistent with cultural norms.

Authors

• Ron Tamborini, Michigan State U

• Lindsay S Hahn, Michigan State University

• Sujay Prabhu, Michigan State U

• Brian Klebig, Michigan State U

• Clare Grall, Michigan State U

• Di Pei, Michigan State U