The Importance of Altruistic Versus Egoistic Motivations: A Content Analysis of Conflicted Motivations in Children’s Television Programming

A content analysis examined the frequency with which altruistic versus egoistic motivations were acted upon in television content where these motivations were in conflict with each other. The sample was drawn from children’s television programs popular among different age groups (ages 2–5, 6–11, and 12–17 years). It also examined whether the motivations acted upon were performed by affable (likable, heroic) or surly (unlikable, villainous) characters and whether they were rewarded or punished. Extending previous research (Lewis & Mitchell, 2014), we found that portrayal patterns stressed the importance of altruistic motivations (particularly the care motivation) for content popular among the youngest age group and egoistic motivations (particularly the growth-related motivations of competence, autonomy, and relatedness) for content popular among older children. Findings are interpreted in terms of the model of intuitive morality and exemplars (Tamborini, 2011, 2013), which suggests media representations can influence audience motivations. Implications for scholars, parents, and content producers are explored.