Popular TV shows teach children fame is most important value, UCLA psychologists report

http://www.eurekalert.org/pub_releases/2011-07/uoc--pts071111.php

Public release date: 11-Jul-2011
Contact: Stuart Wolpert
University of California - Los Angeles
Popular TV shows teach children fame is most important value, UCLA psychologists report

Being kind to others fell dramatically in importance over 10 years

Fame is the No. 1 value emphasized by television shows popular with 9- to 11-year-olds, a dramatic change over the past 10 years, UCLA psychologists report in a new study.

On a list of 16 values, fame jumped from the 15th spot, where it was in both 1987 and 1997, to the first spot in 2007. From 1997 to 2007, benevolence (being kind and helping others) fell from second to 13th, and tradition dropped from fourth to 15th.

The study assessed the values of characters in popular television shows in each decade from 1967 to 2007, with two shows per decade evaluated, including "Andy Griffith" and "The Lucy Show" in 1967, "Laverne & Shirley" and "Happy Days" in 1977, and "American Idol" and "Hannah Montana" in 2007.

"I was shocked, especially by the dramatic changes in the last 10 years," said Yalda T. Uhls, a UCLA doctoral student in developmental psychology and the lead author of the study. "I thought fame would be important but did not expect this drastic an increase or such a dramatic decrease in other values, such as community feeling. If you believe that television reflects the culture, as I do, then American culture has changed drastically."

Community feeling (being part of a group) was the No. 1 value in 1967, 1977 and 1997, and it was the No. 2 value in 1987, the study found. By 2007, however, it had fallen out of the top 10, to 11th.

"The rise of fame in preteen television may be one influence in the documented rise of narcissism in our culture," said the study's senior author, Patricia M. Greenfield, a UCLA distinguished professor of psychology and director of the Children's Digital Media Center @ Los Angeles. "Popular television shows are part of the environment that causes the increased narcissism, but they also reflect the culture. They both reflect it and serve as a powerful socialization force for the next generation."

The top five values in 2007 were fame, achievement, popularity, image and financial success. In 1997, the top five were community feeling, benevolence (being kind and helping others), image, tradition and self-acceptance. In 2007, benevolence dropped to the 12th spot and community feeling fell to 11th. Financial success went from 12th in 1967 and 1997 to fifth in 2007.

The two least emphasized values in 2007 were spiritualism (16th) and tradition (15th); tradition had been ranked fourth in 1997.

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