A content analysis examined the frequency with which altruistic versus egoistic motivations were acted upon in television content where these motivations were in conflict with each other. The sample was drawn from children’s television programs popular among different age groups (ages 2–5, 6–11, and 12–17 years). It also examined whether the motivations acted upon were performed by affable (likable, heroic) or surly (unlikable, villainous) characters and whether they were rewarded or punished. Extending previous research (Lewis & Mitchell, 2014), we found that portrayal patterns stressed the importance of altruistic motivations (particularly the care motivation) for content popular among the youngest age group and egoistic motivations (particularly the growth-related motivations of competence, autonomy, and relatedness) for content popular among older children. Findings are interpreted in terms of the model of intuitive morality and exemplars (Tamborini, 2011, 2013), which suggests media representations can influence audience motivations. Implications for scholars, parents, and content producers are explored.

中文翻译：

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利他主义与利己主义动机的重要性：儿童电视节目中冲突动机的内容分析

内容分析检查了电视内容中利他动机与利己主义动机相互冲突的频率。该样本取材于不同年龄段（2-5、6-11和12-17岁）的儿童电视节目。它还检查了所采取的动机是由和可亲的（可爱，英勇）角色还是谦卑的（不讨喜的，邪恶的）角色执行的，以及是否受到奖励或惩罚。扩展先前的研究（Lewis＆Mitchell，2014），我们发现刻画模式强调了利他动机（尤其是护理动机）对于最年轻年龄段人群中受欢迎的内容和利己主义动机（尤其是与能力相关的能力，自主性的增长动机）的重要性。 ，和相关性），以吸引年龄较大的孩子。研究结果是根据直觉道德和榜样的模式来解释的（Tamborini，2011年，2013年），这表明媒体的表现形式可以影响受众的动机。探索对学者，父母和内容制作者的影响。