The continuing devolution of the culture, part 467.
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.Posted by Jill Fallon at September 3, 2011 5:14 PM | Permalink
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
"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 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 study is published in the July issue of Cyberpsychology: Journal of Psychosocial Research on Cyberspace, a peer-reviewed journal featuring psychosocial research on the impact of the Internet on people and society.
Uhls and Greenfield analyzed Nielsen demographic data to determine the most popular shows with 9- to 11-year-olds and then conducted a survey of 60 participants, aged 18 to 59, to determine how important each value was in episodes of the various shows.
"The biggest change occurred from 1997 to 2007, when YouTube, Facebook and Twitter exploded in popularity," Uhls said. "Their growth parallels the rise in narcissism and the drop in empathy among college students in the United States, as other research has shown. We don't think this is a coincidence. Changes we have seen in narcissism and empathy are being reflected on television. In the past, children had their home, community and school; now they have thousands of 'friends' who look at their photos and their posts and comment on them. The growth of social media gives children access to an audience beyond the school grounds."