Page 291 - Media Effects Advances in Theory and Research

280 SPARKS AND SPARKS

Desensitization. One way that media violence might increase aggres-
sive behavior is through emotional desensitization. According to this
notion, with repeated exposure to media violence, a psychological satura-
tion or emotional adjustment takes place such that initial levels of tension,
anxiety, or disgust diminish or weaken. These lower levels of negative
emotion associated with exposure to media violence may reduce the
urgency to respond to violence in real life. Some research with children
supports this idea (Drabman & Thomas, 1976), and desensitization effects
are commonly observed in studies that employ sexually violent stimulus
materials (Dexter, Penrod, Linz, & Saunders, 1997; Krafka, Linz, Donner-
stein, & Penrod, 1997). As people’s sensitivities to violence become
increasingly dull, violent behavior may increase, in part because it is sim-
ply not recognized any longer as behavior that should be curtailed.

Cultivation and Fear. Other chapters in this volume discuss the
effects of media violence on the cultivation of attitudes (chap. 3) and on
viewers’ fright reactions (chap. 11). Suffice it to say here that in addition to
the studies that document the effects of violence on aggressive behavior,
other research programs have investigated the possibility that viewing
violence over the long term cultivates a particular view of social reality
(Gerbner, Gross, Morgan, & Signorielli, 1994) and induces high levels of
fright that can linger on for days, months, and even years after initial
exposure (Cantor, 1999).

THE FUTURE OF RESEARCH ON THE
EFFECTS OF MEDIA VIOLENCE

As the study of media effects continues into the new millennium, it is
apparent that the research on certain types of media violence will be preva-
lent in the literature. Recently, scholars have become interested in the
impact of violent video games on aggressive behavior. Dill and Dill’s
(1998) review of the literature on the effects of violent video games reveals
that exposure to these games does increase aggressive behavior, a finding
consistent with other recent research on the topic (Anderson & Dill, 2000;
Sherry, 2001). However, it is also clear that the literature in this area is quite
sparse compared with the volumes of material available on TV and filmed
violence. As the video technology changes rapidly to permit more realistic
depictions of violence and online contests between virtual strangers,
researchers will undoubtedly take up the new gauntlet and begin to study
the effects of media violence in this new, high-tech arena (see chap. 22).
We also anticipate that the future holds promise for more basic research
on the reasons underlying viewers’ attraction to media violence. As