| This dissertation aimed to identify, analyze, and evaluate prosocial messages contained in a local children's TV series News Six produced by WBGU-PBS, Bowling Green, Ohio in 1972–2002. The research 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. Nonfrequency content analysis was conducted for decoding (understanding) prosocial messages encoded (produced) across topics, settings, and themes. Content analysis methodology was supplemented with unstructured participant observation. The study involved locating and creating a DVD archive of program master tapes.; The sampling frame consisted of 566 (91% of all produced) located and identified programs. A program episode was selected as the sampling unit and a story as the recording unit. The study applied a random sample of 114 programs (20%) stratified by decade; two stories were randomly selected from each program (N = 228). The coding instrument included 41 variables. Classification of message attributes encompassed prosocial message type (messages about personality and character, home and family, peers, school, work, local, and larger community); primary message type; clarity; salience; age appropriateness; involvement; relevance; presentation strategy; auditory and visual support; and area of potential effect. Reliability of coding was assessed on a 30-unit pilot and 50-unit reliability subsample with SimStat statistical software. Holsti's simple agreement between two independent coders reached the 70% level for all variables, while Cohen's kappa reliability in several instances was lower than .70 indicating a moderate but acceptable agreement beyond chance.; Results demonstrated that News Six is rich with community, school, and family-oriented prosocial messages. Overall, altruistic behaviors, such as helping, sharing, caring, and cooperation, composed the most prevalent theme. In the 1980s and 1990s, general socializing content exhibited an increasing trend. During the entire period, the stories employed a strategy of depicting prosocial content only. The dissertation 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. |
