MMC-4602 Lecture Notes - Lecture 3: Social Cognitive Theory, Social Learning Theory, Radical Behaviorism
Document Summary
Around 11 hours, 33 mins, using media each day, if they have mobile devices and use social media sites. > 1 hour, 30 mins increase each day with media since 2001. More 4833 on entertainment media than clothes and healthcare combined. Leads to differing patterns of consumption based on individual differences in. Why do we select certain media content. General phenomenon: how people learn new behaviors. Claim: people can learn from observing others perform a behavior, both live and via visual media. Theory explaining this claim: social learning theory (live) and social cognitive theory of mass communication (media) Radical behaviorism - people can learn from reinforcement and punishment. Humans can learn from observations - most important argument. Assumes four distinctly human traits that permit observation learning. Symbolizing capability - people are capable learn language and numbers. Self-regulatory capability - why/why not we should/should not do a behavior, evaluation of ourself.
