Thursday, January 9, 2014

Formation Of The Pro-Social Behaviour Among Adolescent Audience Through Exposure To Films

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New Media and Mass Communication



This research studies the relationship between the exposure of films towards the formation of pro-social behaviour among the adolescent audiences. The social cognitive theory was used as the theoretical framework through the observational learning construct and acts as the intervening variable. The cross-sectional survey was employed in this research as the research design. Data were collected from the distribution of questionnaire through the stratified random sampling method. There were 1028 respondents involved in the research. The questionnaire was constructed from the combination of self-developed questionnaire and Prosocial Personality Battery (PSB). The analysis through partial correlation test shows a significant positive relationship between exposure to films (r= 0.246, p <.05) and prosocial behaviour by controlling the intervening variable. Based on the multiple-regression test, exposure to films and observational learning are the main predictor factors that contribute to the prosocial behaviour for 28.3 percent.
Keywords: Films exposure, prosocial behaviour, social cognitive theory, observational learning

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