However, according to the principles of operant learning, behaviour is regulated by its consequences, via reinforcement or punishment (Chance, 2014). Accordingly, in order for violent behaviour to recur, it must be reinforced. It is proposed that while violent media is an easily accessible stimulus for violence, it is the social consequences received by the child (either vicariously or directly) which mediate the relationship between observed media violence and aggression. For example, an experiment by Miranda et al., (2009) demonstrated that children demonstrated less aggression (versus a comparable control group) after watching a violent cartoon when an adult provided a commentary which expressed disapproval of the violence shown. This demonstrates that social disapproval (i.e. a positive punishment) can reduce the performance of aggression mimicry. Similarly, another experiment found that an observer child would more likely reproduce aggressive behaviour when the actual model (a confederate child) was present, versus another unobserved child. This suggests that the actual model provides cues for aggression; therefore indicating that the observer learns with whom the behaviour is socially acceptable (O 'Carroll, O 'Neal, McDonald, and Hori, 1977, as cited in Miranda et al., 2009) and acceptance is a strong positive reinforcer. However, a key problem is that violent behaviour is not always immediately or clearly connected with the consequences of the …show more content…
However, media is not the sole determinant of violent behaviour. The understanding of this phenomenon would not be complete without an acknowledgement of the consequences of behaviour, i.e. how violent behaviour is moderated by its punishment and reinforcement. Finally, it is important to understand these in conjunction with knowledge of the underlying variables that can also moderate the expression of aggressive behaviour. Only when the three factors are understood together, can a holistic view be taken and the effects of media violence on development be understood in