Aggression-consistent, -inconsistent, and -irrelevant priming effects on selective exposure to media violence

Abstract

Priming with aggressive concepts increases males' attraction to media violence. It was hypothesized that priming with schema-irrelevant concepts would decrease interest relative to the effects of schema-relevant concepts, whether or not the schema-relevant concepts were also schema-consistent. Thirty male undergraduates used lists including aggressive (schema-consistent and schema-relevant), positive or prosocial (schema-inconsistent yet relevant), or entirely neutral (schema-irrelevant) words to write short stories (priming task), then received an opportunity to select videotaped film clips for viewing. Subjects primed by aggressive word lists included more aggression, anger, fear, and violence in their stories than did those in the aggression-inconsistent and aggression-irrelevant conditions, whereas aggression-inconsistent priming yielded more fun, helping, and joy than did other conditions. Aggressively primed subjects expressed more interest in films containing violence and hostility than did neutrally primed subjects, whereas aggression-inconsistent priming did not differ significantly from either aggressive (schema-consistent) or neutral (schema-irrelevant) priming. Findings indicate that the aggressive priming activates aggressive concepts that make violence and hostility more salient to individuals. Because male undergraduates typically express interest in violence, enhanced salience leads to increased interest. © 1992 Wiley-Liss, Inc.