COMM 102 Study Guide - Midterm Guide: Observational Learning, Herbert Blumer, Advantageous
Document Summary
The history of media effects: traditional model, 1920s - 1930s : powerful media effects, media effects are, immediate and direct, uniform and unlimited, e. g. ) 1984): cognitive effects of the media (e. g. , issue salience, new communication technologies, payne fund studies, public concern about harmful effects of motion pictures prompted the payne. Observational learning / modeling / social learning: a cognitive approach that emphasizes the importance of mental activity as a precursor to action. Individuals cannot learn much by observation unless they perceive and attend to the significant features of the modeled behavior: message characteristics. 3: one"s goals and interests, one"s cognitive skill. Retention: modeled behavior must be remembered or retained in order to be used again. Elaboration (comparing the action to already existing thoughts to relevant action) Filing behavior into long term memory: motor reproduction. Learning a behavior does not automatically lead to replicating it. Individuals must have physical abilities and skills to replicate action.
