The Social Psychology of Veganism – Prosocial Media Modeling

Social psychological research conducted in the 1970s finds that children exposed to prosocial programs like Sesame Street significantly increased their prosocial behaviors. This was especially true of those children with low baseline prosocial tendencies (Coates et al. 1976). Researchers have also uncovered this relationship between prosocial media and prosocial behavior among college students who had played prosocial video games (Anderson et al. 2009). Music can tap into this effect as well (Greitemeyer 2009).

Vegan activists have long relied on media to morally shock audiences or guilt them into action with graphic depictions of suffering. Social psychological research, however, suggests that focusing on happy feelings and prosociality may be the key to persuasion. The development of positive vegan media that more cheerfully encourages prosociality toward other animals may be a fruitful strategy.

For the Vegan Toolkit

  • Develop and promote film, video games, and other mediums which model prosocial behaviors toward other animals

References

Anderson, C., S. Yukawa, N. Ihori, M. Saleem, L. Ming, A. Shibuya, A. Liau, A. Khoo, B. Bushman, L. Huesmann, and A. Sakamoto. 2009. “The Effects of Prosocial Video Games on Prosocial Behaviors: International Evidence From Correlational, Longitudinal, and Experimental Studies.” Personality and Social Psychology Bulletin 35 (6): 752-763.

Coates, B., H. Pusser, and I. Goodman. 1976. “The Influence of ‘Sesame Street’ and ‘Mister Rogers’ Neighborhood’ on Children’s Social Behavior in the Preschool.” Child Development 47 (1): 138-144.

Greitemeyer, T. 2009. “Effects of Songs with Prosocial Lyrics on Prosocial Thoughts, Affect, and Behavior.” Journal of Experimental Social Psychology 45 (1): 186-190.


Cover for "A Rational Approach to Animal Rights." Shows a smiling piglet being held up by human hands.

Readers can learn more about the social psychology of veganism in my 2016 publication, A Rational Approach to Animal Rights. Receive research updates straight to your inbox by subscribing to my newsletter.

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