Although many discussions of the effects of media violence focus on the longterm consequences of frequent exposure to these depictions, short-term influences are also important, and adults as well as children observing aggression are apt to become more aggressive themselves for a brief period ajierward. Such an effect is largely due to the activation of ideas and inclinations semantically related to the meaning of the observed event rather than to a long-lasting learning. However, the likelihood of an openly aggressive reaction to television or movie violence is greatly dependent on situational conditions, and the present paper considers some of these conditions. Starting with an examination of what situational factors influence people's desire to view violent programming, this article then proceeds to research bearing on the effects of the presence of other observers, the nature of the available target, situational features operating as retrieval cues, the viewers' interpretations of and thoughts about the violent scenes including their perceived realiv, and the observers' focus of attention.
The paper argues that research into the effects of media violence should no longer ask how much of an influence is exerted by aggressive protrayais in the media generally, but it should investigate the conditions under which these depictions have a greater or lesser effect.Anyone who looks at the accumulated research into the consequences of observed violence must be impressed by the consistency of the findings. The overwhelming majority of published reports in this area indicates that at least some people seeing aggression on the television or movie screen, or even on the printed page, are more likely to act aggressively sooner afterward than they otherwise would have been. This is certainly the conclusion reached by most of Correspondence regarding this article should be addressed to Leonard Berkowitz. Psychology Department, University of Wisconsin, Madison, WI 53706. 93 00224537/86/0900M)93505.00/1 0 1986 The Sociely for h e Psychological Study of Social lrsucr