Notes 9.11.08

Notes 9.11.08 - MCO 460 9.11.08 Social Cognitive Theory -...

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MCO 460 9.11.08 Social Cognitive Theory - Focuses on how we are socialized by what we learn from media - Developed by Albert Bandura - Suggest media (TV & Movies), have the potential to impact our beliefs, attitudes and behaviors by providing models from which we learn about our social environment - Media teaches listeners, viewers and readers about the world - Social learning theory suggest that both direct and vicarious observations (Those learned through the experience of others or TV) contribute to learning. Walter Lippmann – Journalist and Scholar - Public opinion (1922 book) - The media give us the picture that’s in our heads - What we see in the media becomes reality in our mind Social Cognitive Theory - Viewers are not influenced by all television behavior models, but rather are motivated to learn behaviors when incentives or rewards are provided such as prestige, beauty, happiness and financial gain. -
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This note was uploaded on 10/02/2008 for the course MCO 460 taught by Professor Barrett-solomon during the Fall '08 term at ASU.

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