“good guy,” who is often the person in the show that punishes the “bad guy” (Cantor, 1998: 98). Thus, it may be that children may often interpret a violent behavior of a character on television as a positive behavior, if the character was rewarded for his or her aggressive behavior. Children may also be more aggressive toward other children or even their parents, in order to get what they want. In most violent programs, as noted earlier, the aggressor is often rewarded for his or her violent and aggressive behaviors towards others. Also, in many television programs “violence…is typically shown as a successful way of solving problems and…people who are violent get what they want” (Bee, 1998: 262). Therefore, one may suggest that children will express more aggressive behavior toward others, if they are denied a specific toy or an activity, such as going to the zoo.Perhaps the most telling example of children’s aggression can be seen after children see an advertisement on a desirable toy which is, more often than not, seen during children’s programming. Indeed, in one year the advertisers alone will spend over $470 million “on broadcast sponsorship aimed at children [who are] one of the hottest and fastest-growing consumer markets” (Minow & LaMay, 1995: 55-56). About $168 billion is spent by parents in one year on children’s merchandise; a merchandise children have seen on television and would like to have (Minow & LaMay, 1995: 56). Children generally do not understand that advertised toys or other products cost money, and many of which may be well over family budget. However, columnist in Advertising Age said that “when you sell a kid on a product [and] if he can’t get it, he will throw himself on the floor, stamp his feet and cry” ( as cited in Minow & LaMay, 1995: 45). Thus, if children learn from violent television programs that aggressive...
