DECODING A PROSOCIAL MESSAGE

DECODING A PROSOCIAL MESSAGE This research aimed to identify, analyze, and evaluate prosocial messages contained in News Six, a local children s TV series produced by WBGU-PBS, Bowling Green, Ohio in 1972-2002. The analysis focused on the program content in terms of the socializing function it served for the intended audience of sixth grade students. The social cognitive theory of mass communication provided a framework for the explication of how televised messages are acknowledged by the audience. Content analysis methodology was supplemented with unstructured participant observation. The study involved locating and creating a DVD archive of News Six master tapes. Results demonstrated that News Six was rich with community, school, and family-oriented prosocial messages. Altruistic behaviors such as helping, sharing, caring, and cooperation composed the most prevalent theme. Overall, the study provides empirical data, insights, and recommendations that may stimulate further research of existing prosocial television programming for early adolescents and assist in the development of new programs.