According to a report by UCLA psychologists in Cyberpsychology: Journal of Psychosocial Research on Cyberspace, today's youngsters value fame above benevolence and community -- a message they're getting from their favourite TV shows.
By studying the most popular TV shows with 9 to 11-year-olds over each decade, researchers found a dramatic change in the values from 1997 to 2007, with fame leaping to the number one spot after previously being 15th out of the 16 values rated by importance.
In 1967, the most popular shows for this demographic were "Andy Griffith" and "The Lucy Show". In 1977, it was "Laverne & Shirley" and "Happy Days", and "American Idol" and "Hannah Montana" in 2007.
After determining the most popular shows among preteens, researchers then surveyed 60 adult participants to determine the strongest values in the relevant shows. The top five values in 2007 were fame, achievement, popularity, image and financial success, while the least important were spiritualism and tradition. A sense of community, which was ranked as the top value in 1967, had fallen out of the top 10 in 2007.
Yalda T. Uhls, a UCLA doctoral student in developmental psychology and the lead author of the study, was shocked by her findings. "I thought fame would be important but did not expect this drastic an increase... If you believe that television reflects the culture, as I do, then American culture has changed drastically."
The study's senior author, Patricia M. Greenfield, a UCLA distinguished professor of psychology and director of the Children's Digital Media Center in Los Angeles, blames the result on society's increased narcissism. She claims TV not only reflects culture, it also serves as a "powerful socialization force for the next generation".
In a second as-yet-unpublished study, Uhls and Greenfield also interviewed 20 fourth, fifth and sixth graders, and found they were adopting the values reflected on television. Many admitted wanting to be famous.
If she's right, then this is a worrying trend, especially when our kids reach the age where media and peers hold more influence than parents.
"With Internet celebrities and reality TV stars everywhere, the pathway for nearly anyone to become famous without a connection to hard work and skill, may seem easier than ever," said Uhls, who has an 11-year-old daughter. "When being famous and rich is much more important than being kind to others, what will happen to kids as they form their values and their identities?"
Uls stressed the importance of talking to kids about what they see on TV, and helping them to decode its often confusing messages.
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