1. Social and cultural norms

2. Norm Set of rules based on socially or cultural shared beliefs Behaviour within a group Deviation results in punishment, marginalization Need to belong plays a strong role in the desire to conform to group norms

3. Social Learning Theory Albert Bandura: Humans learn behaviour through observation Role models, imitation Factors for learning Attention- see the behaviour Retention- remember the behaviour Motor reproduction- is able to reproduce the behaviour Motivation- wants to show what they have learned

4. Motivation to learn Complex Consistency of behaviour increases the likelihood Identification with the model Imitate people the same age and gender Rewards/punishment People can learn from observing what happens to others Vicarious reinforcement Liking the model Imitate friendly caring people

5. Role of violence in the media Bandura et al (1961) Aim: to see if children would imitate aggression modelled by an adult; to see if children were more likely to imitate same-sex models Bobo the clown (p. 112)

6. Application of Social Learning Theory Not 100% connection with watching violence on TV and having violent behavior Huesmann and Eron(1986) found positive correlation between number of hours watched and aggression in longitudinal study Other studies have found the same

7. Positive influence of TV Childrens’ shows Documentaries and educational shows Soap opera’s with positive messages (Sabido) Prevention of unwanted pregnancies Promotion of literacy Reduce spread of HIV

8. Evaluation Helps explain why behaviours may be passed down in a family/culture Explains why children can acquire behaviour without trial and error learning Behaviour might be acquired by not necessarily demonstrated Some people never learn a behaviour- this can not be explained by social learning theory

9. The next step Social cognitive theory Self-efficacy theory Focus on beliefs and how self-beliefs influence behaviour People influenced by role models as well as their own beliefs and previous experiences

10. Your task Be aware of cultural factors and other explanations for aggression in children Read p. 114 be a critical thinker and answer the questions Follow the instruction in “Be a communicator” p. 115 https://www.populationmedia.org/ With reference to one research study explain social learning theory