Psychological perception by students of prosocial media

Abstract

Introduction. In the current situation of socio-economic development, the process of digitalization of a society has a significant impact on the socialization of an individual. Digital media resources can set ideal personality patterns and norms of behavior, forming value orientations and prosocial behavior of youth. Purpose. To analyze and evaluate the influence of prosocial media on the psychological perception of students, expressed in prosocial thinking, emotional reactions and prosocial intentions. Study participants. The sample consisted of 210 Moscow students (28% of males, 72% of females) aged 18 to 26 (M = 21). Methodical tools. The subjects were asked to watch sequentially seven videos (media resources) of prosocial content posted on the YouTube video hosting. The influence of prosocial media on nonsocial thinking, emotional reactions, and prosocial intentions was evaluated using the specially designed questionnaire “Media Resource Analysis”. The obtained empirical data were comprehended and processed using content analysis, quantitative analysis methods (descriptive statistics, percentage analysis, Friedman's two-way rank analysis of variance for related samples, Mann-Whitney test, Pearson correlation analysis). Results and scientific novelty. The study showed that prosocial media cause various emotional reactions (χ2 = 84.92; p<0.001) and prosocial intentions (χ2 = 76,86; p<0,001). In terms of actualization of prosocial intentions and thinking in students, news stories about specific events turned out to be more effective. The experience of volunteering does not affect the impact of prosocial media on prosocial thinking and prosocial intentions, and positive emotions compared to negative ones lead to more prosocial thinking and prosocial behavior, encouraging the viewer to contribute to helping those in need (0.211 ≤ r ≤ 0.588; p ≤ 0.05). Practical significance. The consideration of the study results and the identified relationships makes it possible to use them for promotion of the propagation of prosocial behavior among young people, dissemination of the information about volunteering in the media and through social advertising, and contribution to the creation of a positive image of a charity participant in society through the media. Numerous communities covering the activities of charitable foundations and organizations and calling for the provision of assistance of various kind can use the identified relationships on social networks to popularize the values of mutual assistance, kindness, mercy, citizenship, and the appeal of students to social activity.