RTV Theory and Practice - Special Issue

We should also bear in mind other important characteristics of violence significant in determining the effect on viewers of the violence presented on television. For example, the context in which violence is broadcast, i.e. the connection between violence and the story ог even in whose framework it is presented, must not be neglected. As has already been mentioned, the goal which violence serves is important. The outcome of violence, i.e. whether it has brought some benefit ог not, is also of great importance. The characteristics of the personalities who participate in violence, whether as instigators of violence ог its victims, certainly affect the mfluence which violence will have on viewers. Identiflcation with charmlng, attractive models is greater than with others. If the aggressor is pleasing, i.e. handsome, clever, skilful, etc. the public usually accepts him and adopts his norms of conduct, sty e of behaviour, etc. If the victim is not attractive, viewers fmd it difficult to sympathize with him. The way in which violence is broadcast is also of crucial importance. Brutal murders, serious beatings, rapes and so on, shown naturalistically with much detail, no matter in what context broadcast, will certainly not elevate viewers. WHAT IS TO BE DONE? This rather depends on the function of mass communication media. In our society the mass media, and television especially, аге entrusted with the task of showing the world realistically, according to all cntena. Ims does not, however, mean that the world on the screen is portrayed as in a mirror, without апу ideological ог aesthetic approach to the information. On the contrary, with regard to the enormous social function of television, it is essenhal to consciously influence the development of positive influences in man and to cherish the human characteristics beneficial to society, at the same time as presenting the world realrstrcally.

60]