15 Psychological Underpinning of Media Effects

15 Psychological Underpinning of Media Effects -...

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2/3-2/15 Psychological Underpinning of Media Effects   Outline Social learning theory Social cognitive theory Cognitive traits Four component process Disinhibitory devices: forms of self-exoneration  Social (observational) cognitive theory What is it? Learning a new behavior involves observing and imitating that behavior being  performed by another person The model could be a real person (ex. family member, peer), a filmed person,  or even a fictitious character (ex. Barney). Individuals are more likely to adopt a modeled behavior if… o The model is similar of the observer o The model has admired status o The model is rewarded o The behavior has functional value Brief history of social cognitive theory In 1977, Bandura’s book  Self-efficacy: Toward a Unifying Theory of Behavioral  Change  indentified that a key element was missing from social learning  theories: o Self-beliefs (self-efficacy): your own abilities and skills into conducting a  behavior, you believe you can do something in 1986, Bandura published  Social Foundations of Thought and Action: A  Social Cognitive Theory
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o He assigned cognition as a central role in human behavior o Social cognitive  theory, not just observational learning Triadic reciprocal causation All effecting each other, not just one way Cognition is an important part of it According to social cognitive theory… People are not just reactive organisms shaped and shepherded by  environmental events or inner forces But self-organizing, proactive, self-reflecting and self-regulating Distinct cognitive traits Symbolizing capacity Self-reflective capacity Self-regulatory capacity Vicarious capacity Symbolizing capacity Symbols, such as words and letters, are utilized to represent specific objects,  thoughts, or ideas Symbols are a vehicle of thought Allows people to store, process, and transform experiences for mental processes
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Self-reflective capacity The process of thought verification. Think and reflect about what they are doing People perform a self-check to make sure s their thinking is correct Through self-reflection, people make sense of their experiences, explore own  cognitions and self-beliefs, and alter their thinking accordingly. Self-regulatory capacity Adopted standard and perceived performance People evaluate their own behavior in comparison to your own personal goals  and respond accordingly o Narrow what you want and what you’re doing The capacity provides the potential to self-directed changes in behavior. A dual control process
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15 Psychological Underpinning of Media Effects -...

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