COMM 3110 Lecture Notes - Lecture 13: Social Cognitive Theory
7 Apr 2016
School
Department
Course
Professor
Document Summary
More than just anorexia and steroid abuse: effects of media exposure on attitudes. Ultrathin women and ultramuscular men are pervasive in the u. s. media. There has been significant research devoted to the potential negative effects of ideal body-image exposure. Although the media depicts stereotypically attractive body types, it does not necessarily advocate unhealthy dieting or steroid use. Some scholars argue that the mass media can encourage positive attitudes and behaviors. When one perceives a behavior as being favorable or promising rewards, he or she will be more likely to perform that behavior. Behavior is related to one"s self-efficacy or confidence to perform the behavior. Perceived external barriers may also affect one"s behavior performance. Observed learning process of what to do. By observing others" behaviors in the mass media and their environment individuals develop favorable attitudes towards behaviors that appear to be rewarded. The prominence and frequency of the behaviors further facilitate the process.
