Lecture7+Social+Cognitive+Theory_CT

Lecture7+Social+Cognitive+Theory_CT - /learningfrom...

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Social Cognitive Theory Psychological foundation  impact on Communications   Social Cognitive Theory-  explain media effects of behaviors/learning from  media/persuasion    Social (observational) learning theory  precedes the social cognitive theory Learning a new behavior involves observing  and imitating  that behavior being performed by  another person Direct reinforcement  of behaviors OR merely observing  and imitating  (media=disconnected yet effecting i.e. baby imitates Beyonce) Rewarded for action
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Outline Social (observational) learning theory Social cognitive theory Four component processes Disinhibitory devices: Forms of self- exoneration
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Social (Observational) Learning Theory Learning a new behavior involves  observing  and imitating  that behavior  being performed by another person. The model could be a real person (e.g.,  family member, peer), a filmed person,  or even a fictitious character (e.g.,  Barney).
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Social (Observational) Learning Theory Individuals are more likely to adopt a  modeled behavior if: the model is similar to the observer. the model has admired status. the model is rewarded. the behavior has functional value.
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Brief History of Social Cognitive Theory In 1977, Bandura’s book  Self-efficacy:  Toward a Unifying Theory of Behavioral  Change  identified that a key element was  missing from social learning theories: Self-beliefs (or self-efficacy) In 1986, Bandura published  Social  Foundations of Thought and Action: A Social  Cognitive Theory He assigned  cognition  a central role in human  behavior.   social cognitive theory
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Triadic Reciprocal Causation                                                      Behavior Personal Factors Environmental Factors
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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.
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Distinct Cognitive Traits Symbolizing capacity Self-reflective capacity  Self-regulatory capacity Vicarious capacity
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Symbolizing capacity Symbols, such as words and letters, are  utilized to represent specific objects, 
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This note was uploaded on 02/20/2011 for the course COMM 102 taught by Professor Bushman during the Spring '08 term at University of Michigan.

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Lecture7+Social+Cognitive+Theory_CT - /learningfrom...

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