Negative Reinforcement for Moral and Ethical Development: Case Study of Short Movie, 'His Story'

摘要

This research studies the critical and analytic expressions of Bachelor's degree students, aroused by viewing short movie called "His Story". The short movie was developed as a negative reinforcement based on B. F. Skinner's theory of reinforcement in behavioral modification (1957) and other learning and behaviorism theories, also produced with new techniques called Physical Effects that includes 3D images and Visual Effects which is found appealing to audiences. The sample for this study was selected from Bachelor's degree students of King Mongkut's University of Technology Thonburi. We have formulated a proposition that after viewing the short movie, the sample will be able to respond critical and analytic expressions encouraged by the negative reinforcement factors in the short movie. To understand this hypothesis, the expressions of the sample will be equivalent, or at least comparable to the standard; the sample can provide physical facts and the implication of actions, also describe the actions and consequences in movies in moral and ethical keywords, such as, honest. To examine the results of negative reinforcement factors of the movie, we began researching about negative reinforcement, learning and behaviorism theories. Then, we produced the movie with Physical Effects techniques. After the short movie was viewed by the sample, it was assessed and the results were analyzed. It was found that 1 percent of sample was persuaded by the wrong alternative idea of moral; superstitions. 4 percent of the sample group can describe physical facts but couldn't explain the implication of actions, direct to correct idea of moral, appeared in the movie. 2.5 percent of the sample group couldn't describe physical facts or implications at all but there is 92.5 percent of the sample group that shows the contrary; they could provide physical facts complete with understanding of implication. Consequently, the short movie, "His Story", can cause effects to the audience as a negative reinforcement. Therefore, the short movie is eligible to be applied to behavioral modification for moral and ethical development of students.