Television and Self-Concept Formation in Developing Areas

Abstract

An eight-year longitudinal analysis of the impact of television in two Cree communities in northern Manitoba, Canada, reveals two differing reactions to television. In-depth anthropological investigation uncovered a linkage between these differing reactions and differing patterns of adaptation to Western pressure that promoted differing conceptions of the meanings and functions of television. These, in turn, were communicated to children by means of artfully crafted stories, analogies, and behavior models, and resulted in a heightened awareness of the sociocultural dimension of self. Those aware of self as a participant in a heritage of trickster-like adaptations to Western pressure responded to television as a great opportunity to learn Western ways and to use these ways to exploit the Western world. They became more aggressive and more out-group-oriented. Those aware of self as a participant in a heritage of avoidance relationships to the West responded to television as a threat to be resisted and became less aggressive, more fearful, and less out-group-oriented than was the case in the other community. These findings are viewed as supportive of a multilineal theory of modernization and social learning theory approach to telecommunication research.