COMM 3313 Lecture Notes - Lecture 11: Albert Bandura, Observational Learning, Mass Communication
18 Nov 2016
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Used to be known as social learning theory. Reciprocal determinism: a position on the relationship between an individual and his/her environment, neither does the environment shape the individual nor the individual shape his/her environment, but that they both shape each other. Collective efficacy: groups can adopt confidence in their ability to do the recommended behavior. What we pay attention to: retention. What we remember from what we"ve seen: production, motivation. There has to be a level of similarity with the mass media models for someone to identify with it: coping models. Youths and adolescents learn to cope with particular challenges: entertainment education, behavioral journalism, narrative messages as better than didactic messages. Social problems in south africa: hiv/aids, domestic violence, gender inequality. Ioneered the multiple channel approach: flagship 13 prime time tv drama series, 60 episode rpeime time radio drama series, 2. 5 million health education booklets.
