1 Section Two Theory and Concepts

2 Chapter 4 Social Cognitive Theory

3 Provides a framework that allows us to analyze human cognition and the behavior that it produces Direct offshoot of the social learning theory

4 Social Cognitive Theory Triadic reciprocal causation Thought and behavior are determined by three different factors that interact and influence each other with variable strength: 1.Behavior 2.Personal characteristics 3.Environmental factors or events

5 Distinctly Human Traits Symbolizing Capacity: the ability to understand and use symbols to store, process, and transform experiences into cognitive models for the future Self-Regulatory Capacity: the ability to motivate and evaluate oneself during the pursuit of certain goals

6 Distinctly Human Traits (Cont’d) Self- Reflective Capacity: the ability to perform a self-check to make sure his or her thinking is correct Enactive Mode Vicarious Mode Logical Mode Vicarious Capacity: the ability to learn from the experience of others

7 Observational Learning A person learns by observing the actions of others and the consequences of those actions.

8 Modeling The reenactment of behavior 4 processes involved: 1.Attention 2.Retention 3.Motor reproduction 4.Motivation

9 Abstract Modeling New situations generate new behaviors adapted from rules of behavior learned previously.

10 Effects of Modeling When a person sees an action or hears information that conflicts with an established pattern of behavior there can be two effects: 1.Inhibitory effects 2.Disinhibitory effects

11 Effects of Modeling: Inhibitory Effects New information or observation inhibits or restrains a person from acting in a previously learned way.

12 Effects of Modeling: Disinhibitory Effects New information or observation disinhibits, lifting previously learned internal restraints on certain behaviors.

13 Effects of Modeling: Disinhibitory Devices Disinhibitory devices: 1.Moral justification 2.Advantageous comparison 3.Euphemistic labeling 4.Displacement of responsibility 5.Diffusion of responsibility 6.Distortion of the consequences or action 7.Dehumanization 8.Attribution of blame

14 Learning From Media Content and Modeling After viewing Jaws, people are cautious when entering the water. Audience members learn to dislike or like whatever screen characters dislike or like.

15 Social Construction of Reality Heavy television viewing influences viewers’ beliefs and perceptions. Misconceptions can develop due to stereotypical portrayals on television.

16 Effects of Viewing Televised or Film Violence May result in copycat crimes Effects can be: Cognitive Affective Behavioral

17 Learning Good Things From Mass Media Sesame Street Barney & Friends Gullah Gullah Island Blue’s Clues Mister Roger’s Neighborhood Contact

18 Social Prompting or Persuasion A person is given an incentive to act in a particular way that has already been learned. Patterns of influence: Television Interpersonal communication A combination of both of the above

19 Diffusion Process Learn about innovation Adopt innovation or perform new behavior Interact with others in a social network and either encourage them to adopt new behavior or confirm your own decision to adopt the behavior

20 Recent Research Effects from news frames during election campaigns Priming effects of media violence on aggressive constructs in memory Children’s acceptance of safety rules after exposure to accidents in television dramas Infant feeding messages in magazines