Chapter 3 of Aronson "The Social Animal", titled "Mass communication Propaganda and Persuasion", delves into the effects of television programming on American viewers and presents the research findings of George Gerbner and his associates. The chapter highlights that heavy TV viewers are susceptible to developing prejudiced attitudes, overestimating the number of people employed in certain professions, perceiving women as having limited abilities and interests relative to men, and holding exaggerated views about the prevalence of violence. Furthermore, heavy TV viewers report being less happy than light viewers and are more likely to reverse the presumption of innocence when sitting on juries.
It is important to note that the research on the effects of television is correlational rather than experimental. Therefore, it is challenging to specify the direction of the relationship between TV viewing and attitudes. However, the study establishes that television programming has traditionally misled American viewers, and excessive exposure to it can have negative consequences on attitudes and beliefs.
Aronson emphasizes the significance of understanding the complexities of human thinking and the motives that lead people to resist change when attempting to alter attitudes. The upcoming chapters delve into the ways in which individuals construe and misconstrue social events, as well as the major motives that underlie such processes.
In summary, Chapter 3 of Aronson "The Social Animal" highlights the impact of television programming on American viewers, suggesting that heavy exposure to it can have adverse effects on attitudes and beliefs. Aronson's chapter underscores the importance of considering the complexities of human thinking when aiming to alter attitudes and emphasizes the need for further research to gain a comprehensive understanding of the relationship between TV viewing and attitudes.
