1. Social Learning Theory
The Power of Example

2. Acquired Behavioral Dispositions
Trial and error experience Perception of the object Observation of another’s orientation to the object Modeling Exhortation Instruction about the object

3. Social Learning Theory
Bandura’s major premise is that we learn by observing others
Theory used to explain media effects—the attitudes, emotional responses and new styles of conduct acquired through filmed and televised modeling

4. Social Learning Theory
Causal link between television violence and actual physical harm to another person
Stimulus in the environment
Necessary conditions
Response behavior

5. Social Learning Theory
Three necessary conditions Attention Retention Motivation

6. Characteristics of the stimulus that arouse the observer
Attention
Characteristics of the stimulus that arouse the observer
Simple—easy to understand
Distinctive—stands out from routine behavior
Prevalent—part of everyday life
Useful—presented as a strategy for life
Positive—rewarding by association

7. Retention
Once stimulus comes into actor’s conscious awareness, it must be stored for immediate or later recall. May be stored as a visual image and/or verbal code Fantasy rehearsal in the actor’s mind keeps the stimulus a live option for the future.

8. Motivation
Expectations for future rewards and/or punishments Subject’s internal rewards/punishments Subject’s external rewards/punishments Vicarious rewards/punishments

9. BOBO DOLL STUDY

10. Bobo Doll Study
What behaviors did the model perform? What behaviors did the subjects seem to imitate? What were the novel behaviors? What do you think about the conclusions of the study?

11. Critiques
Positive but weak causal relationship exists between media violence and behavior Instigation theorists say arousal not imitation—BUT does not account for future enactment of modeled behavior Media apologists invoke catharsis theory—BUT no evidence

12. Social Cognitive Theory

13. Social Cognitive Theory

14. Dependent Variables
Self efficacy—a person’s belief in their capability to successfully perform a task. Measure confidence in one’s ability to perform elements of the modeled behavior. Self regulation—the process by which learners direct their cognitions, motivation and behaviors to the attainment of their goals. Measure willingness to perform elements of the modeled behavior.

15. Independent Variables
Attention processes
Retention processes
NEED OPERATIONAL DEFINITIONS

16. Operational Definition
Indicates the precise concrete or physical steps the researcher will take in order to identify the variable. Focus on what can be OBSERVED and/or COUNTED.

17. ACTIVITY If using Social Learning Theory, write
Operational definitions for independent variable
Research questions and/or hypotheses
If using Cultivation Theory, decide on specific type of media exposure (i.e., picture, video, advertisement, blog post, song, etc.)