COMM 89 Lecture Notes - Lecture 9: Social Cognitive Theory, Social Learning Theory
Document Summary
A return to theories of (cid:862)po(cid:449)erful (cid:894)(cid:271)ut i(cid:374)dire(cid:272)t/su(cid:271)tle(cid:895) effe(cid:272)ts(cid:863) 1960s rise of television, vietnam war propaganda-war shown on tv. Methods and stats got more sophisticated (to detect more subtle or indirect effect) Main idea: people learn by observing others (modeled behavior) Learning from media models is cognitive process that involves: model) Motivation (especially expectations for rewards vs punishments; identification w/ Learn things by watching other people do it) (aka social learning theory) Most tv presents essentially the same message (e. g. , violent, scary world) Amount of tv counts most (heavy vs light)
