Dolf Zillmann

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Zillmann's excitation transfer theory posits that residual emotional excitation from a particular stimulus will be carried over and applied to another stimulus. The excitatory response one has to the following stimulus will be in proportion with the levels of prior excitation from the first stimulus upon exposure to the latter, resulting in an over-exaggerated response to an otherwise low or moderate excitatory stimulus. [14] Zillmann generalises emotion from distinguishable states and remain as such until the brain has established which emotional response to a given stimulus is appropriate. [14]

The theory arose in a period of advancing media technology and concern for its effects upon the public, particularly children. [15] In 1972, the appointed Surgeon General, Jesse Leonard Steinfeld delivered a report detailing his concern of the effects of violent media on childhood mental health and increased aggressive and anti social behaviour found to be associated with its consumption. [15] Leo Bogart (1972) drew attention to the findings of David Clark and William Blankenburg who found that the ratings of violent programming was higher than that of other programming, Bogart stating that "Children's cartoon films are especially violent." [15] This concern was reflected in the leading psychological research of the time with Albert Bandura's Social Learning Theory providing an experimentally valid association between the consumption of media and aggressive behaviour in children, in what is referred to as his 'Bobo Doll Experiment'. Wherein, Bandura demonstrated that modelling and imitative behaviour of observed aggression was present upon the viewing of a recorded clip of aggressive and violent behaviour. [16] [17] Zillmann's Excitation Theory served to explain the physiological and neurological underpinnings of the Surgeon General's findings whilst also expanding upon the psychological zeitgeist of the time. [14]

As Zillmann states in a 2002 interview, excitation transfer theory is "a clear mechanism with well-defined, measurable variables for the prediction of effects. [Whilst also having] universal and ubiquitous applicability." [2] Zillmann's research incorporated excitation transfer theory in a range of communications and media psychology studies, being as Bryant describes "cogent, elegant, and extremely comprehensive theory of communication and emotion that explains and predicts a vast array of human communication behaviours." [14] In his 1971 study on the effects of aggressive, non-aggressive and erotic media, Zillmann found that the effect of aggressive stimuli more significantly increased excitatory responses than those of non-aggressive stimuli, resulting in higher rated aggressive behaviour. The study also found that erotic stimuli more significantly increased aggressive responses than even those of the aggressive stimulus, [11] Zillmann would continue to study the excitatory effects of pornographic and other erotic material in later research. [14]

In a 1999 study, Zillmann demonstrated the effects of repeated and extended exposure to violent media on hostility in men and women, finding that both provoked and unprovoked participants presented "markedly increased hostile behavior", and that these effects of media were similar across both men and women. [18]

Pornography, aggression and emotion

Technological advances in the 1980s led to a far more accessible and public distribution of erotic media, leading to large increases in the consumption of pornographic content. [19] In a study conducted with frequent collaborator Jennings Bryant, Zillmann found an increase in the usage of porn amongst younger age groups, and that the majority of teens and adults had at some point been exposed to pornographic content. [19] Zillmann's research was predominantly engaged in the effects of pornography on both behavioural and attitudinal dispositions. In a 1971 study, pornographic content was found to be more emotionally excitatory in provoking aggressive behaviour than violent television, [11] leading Zillmann to further explore this result. In a 1982 study, again alongside Bryant, Zillmann found that through continued 'massive' exposure to pornographic content for six weeks led to a loss of compassion for women as rape victims, an increase in opposition towards women's causes, a disposition towards less severe incarceration sentences for rapists and a higher degree of callousness toward women overall. [20] Zillmann also observed the effect of frequent pornographic media consumption upon viewing habits; finding that as a result of either waning interest, increased curiosity or an entanglement of the two, those who viewed larger quantities of common practice pornography were more open to particular niche and fetishised pornographic material and also more violent or aggressive forms as well. [21]

Zillmann proposes that in the same manner non-pornographic media can propagate a reality which is heavily mediated through its curators and the themes, leading to an altered subjective view of the world that diverges from reality; pornography alters perceptions of women, one's sexual expectations, and sexual practice. [20] Due to a lack of 'primary experience', the distorted recounts of those in friend and familial settings, and the limited available academic information, Zillmann argues that one draws from pornography, which he says "provide[s] the closest approximation to primary experience." What he calls the "pornography answer" to the private world of sexuality. [20] Prolonged exposure to mainstream pornography depicting heterosexual intercourse in a casual setting led to an increased devaluation of marriage, emotionally invested relationships, childbirth and child rearing. [22] Instead, the participant's world view is altered through continuous exposure to the narrative constructed by the pornography they watch and as such associate more casual sexual relationships, as more enjoyable and risk-free. [19] Zillmann states "The perceptual and evaluative changes that were evident in both genders are direct reflections of what can be considered the chief proclamation of pornography: great sexual joy without any attachment, commitment, or responsibility." [22]

Zillmann emphasised his dissatisfaction with his research into the effects of pornography as a result of the continuous controversy and backlash faced upon publication of his results. In an interview, he states “Our research on the effects of pornography triggered an unimaginable avalanche of hostility from those deeming particular findings inopportune – that is, in conflict with their values regarding sexuality." [2] Both from liberal and conservative groups, Zillmann's research was attacked in the media, and as a result of this Zillmann had discontinued his research into pornography due to threats made to his fellow researchers, only recently continuing research in the area. [2]

Publications

Books

  • 1979 Hostility and Aggression
  • 1984 Connections Between Sex and Aggression
  • 1985 Selective Exposure To Communication
  • 1989 Pornography: Research Advances and Policy Considerations
  • 1991 Responding to the Screen: reception and Reaction Processes
  • 1994 Media Effects: Advances in Theory and Research
  • 1994 Media, Children, and the Family: Social Scientific, Psychodynamic, and Clinical Perspectives
  • 1998 Connections Between Sexuality and Aggression, 2nd ed.
  • 2000 Media Entertainment: The Psychology of Its Appeal
  • 2000 Exemplification in Communication: The Influence of Case Reports on the Perception of Issues
  • 2002 Media Effects: Advances in Theory and Research, 2nd ed.
  • 2013 Selective Exposure to Communication

Awards

Related Research Articles

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References

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Dean Emeritus, Professor

Dolf Zillmann
Reese Phifer Hall.png
Reese Phifer Building at the University of Alabama
Born (1935-03-12) March 12, 1935 (age 89)
Meseritz, Poland
NationalityGerman
OccupationPsychologist
SpouseValtra Zillmann
ChildrenMartin Zillmann, Tomas Zillmann
Academic background
Alma mater Hochschule für Gestaltung, University of Wisconsin, University of Pennsylvania