A new study claims that watching the popular American reality TV “The Incredible Kardashian Family” for as little as 60 seconds can undermine your sympathy for the poor.
Research by the London School of Economics (LSE) has revealed that exposure to “materialistic media” and television programs “glorifying celebrity, luxury and the accumulation of wealth” can lead to anti-social and materialistic sentiments. , according to the Telegraph UK.
Two control groups, totaling 487 adults, were presented in separate formats. A group has been shown advertisements for luxury goods and photos of rich celebrities, and other “neutral images” on public transport, natural landscapes and more. “The results showed that even a small part of materialistic media exposure had a negative impact on anti-social attitudes and support for anti-social policies,” reports Telegraph UK.
Participants were also asked about their audience of “materialistic” TV shows such as “The Incredible Kardashian Family”, and researchers again found that regular viewers were “displaying stronger materialistic and anti-social attitudes than light consumers of these emissions.
“Human beings are intrinsically materialistic, but also very social and community-based,” said the study’s author, Dr. Rodolfo Leyva, of the LSE’s Media and Communications Department.
“The way it is expressed depends on our culture. If there is more emphasis on materialism as a means of being happy, it makes us more inclined to be selfish and anti-social, and therefore indifferent to the less fortunate. “