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JOUR 3005 Study Guide - Final Guide: Observational Learning

Journalism & Mass Communicat
Course Code
JOUR 3005
Study Guide

of 2
Ch. 4 BTF Social Cognitive Theory
- 3 types of info to guide our thoughts and behavior
ocognitive capabilities
- 4 Human Learning Capabilities (according to Bandura)
1. self regulation our personal internal goals in relationship to
norms/social standards
2. self reflection human way of playing logic to incoming info
3. symbolization “decoding” nonverbal signals of others, (e.g. body
language, facial expressions)
4. vicarious capacity human way of learning something without
experiencing it first hand (e.g. I am experiencing the fun you had on
vacation by looking at your pictures, not going along with you)
- modeling v. observational learning
MODELING = ARRM or Attention paid to message, Retention of info
said in message, Reproduction or action or lesson in message,
Motivation to do, act, repeat what was illustrated in message
OBSERVATIONAL LEARNING= Inhibitory effect a message has on a
viewer when the content reiterates previously held beliefs (e.g. a video of
a crazy college party with drunk people everywhere may remind someone
how happy they are they don’t do that) Disinhibitory= effect a message
has on a viewer when that viewer becomes desensitized to the content and
finds the consequences worth the risk/ find a way to overcome opposition
to bad behavior (e.g. a video of a crazy college party with drunk people
everywhere may show someone what you can get away with if the people
in the video don’t get penalized)
- Observational Learning is strongest when people a. what a model that is similar to
themselves, b. see that the behavior resulted in a valued outcome, and c. they encode an
example into there own memory
P 22-25, 28-29,34-35
WHAT does Integrative Model help us to do?
- It helps figure out what beliefs to target in communication with an audience,
what approach to take and towards whom
three determinats for behavior
-self efficacy
intention behavior relationship
-the correlation between an intention and the behavior following that intention.
-sometimes there is one present without the other resulting in an “accident” (e.g.
you “intended” on helping mom with dinner but instead you burnt the gravy (behavior),
or your intention was to paint a great picture but it turned out not so great.)
Integrative model of behavior predictions
137-141 for okeefe chapter is most important for ELM
elaboration- fancy way of saying systemic thinking
heuristics- humans “lazy” way of short cutting the cognitive thinking and putting pieces
of info together quickly to make sense of surroundings faster
perihperiral cues – what we draw heuristic conclusions on (e.g. tone, presenter, length of
central route
-most systemic and elaborative way one would think about a message. They are
truelly comprehending the info and analyzing it based on there experiences and beliefs
-when communicated successfully, the central route has a strong long term effect
on people’s beliefs but is hard to catch the eye of those who are not personally relevant to
the messages context
peripheral route
-the humans’ “hybrid” way of processing info
- doesn’t think too much about info but instead agrees with it based og heuristics
such as attractiveness of presenter, bandwagon effect, tone of message, ect
what makes an argument strong or weak?
-a strong argument normally is a positive message
- negative messages have a weaker effect that positive ones
- the positive upbeat message has a stronger persuasive effect than the negative
“scare-inducing” ones
1. what will it tell the audience?
2. what will the message look like?
Why do we study these theories for mass media?
You need to be motivated and able in order to centrally and peripherally process