Becker : All Global and SCT (SC)

Aim

Investigate the effect of prolonged TV exposure on eating attitudes and behaviors in Fijian adolescent girls.

Sample

Adolescent girls from Fiji. Group 1 (1995, pre-TV): 63 girls Group 2 (1998, post-TV): 65 girls.

Research Design

Naturalistic experiment / Independent groups design (Mixed methods: Qualitative & Quantitative).

Procedure

Participants completed surveys on eating disorder behaviors and TV viewing habits. Those with high scores participated in semi-structured interviews regarding body image, dieting, and parental views.

Results

Disordered eating scores rose by 16.5%. Purging (vomiting) to lose weight increased from 0% to 11.3%. 40% desired weight loss to improve career prospects or household usefulness.

Strengths

Longitudinal approach

high ecological validity (natural environment)

method triangulation (surveys, interviews).

Limitations

Low replicability (unstandardized interviews)

lack of data on specific TV content consumed.

Connection to SCT

• Observational Learning: Girls observed Western beauty standards where thinness was socially rewarded.

Motivation: Attitudes shifted as thinness became the new "norm" to replicate.

Vicarious Reinforcement: Girls associated thinness with the success and likability of actresses on TV, leading to disordered behaviors like purging.

Connection to Globalization

• Value Clash: Global factor (Western TV) clashed with local factor (traditional Fijian culture valuing fuller bodies).

Behavioral Shift: Globalization spread Western ideals into a local culture, causing a rise in dieting and body insecurity.

Impact: Shows how global media can override local cultural values to redefine what is considered "attractive" or "desirable."

Connection to Research Methods

• Naturalistic Experiment: Used to compare the "before and after" impact of a real-world change (TV introduction).

Method Triangulation: Combined quantitative surveys with qualitative interviews to provide a holistic view of personal insights and measurable data.

Shortcut: Becker

beg her

Def: SCT

Social Cognitive Theory:
Social Cognitive Theory explains that people can learn behaviors, attitudes, and values by observing others, especially role models. This can happen through modeling, imitation, and vicarious reinforcement, where people learn by seeing others rewarded or punished.

Def: Globalization

Globalization is the increasing connection between countries and cultures through things like media, trade, migration, technology, and communication. In psychology, it is used to explain how global cultural influences can affect people’s behavior, identity, values, and attitudes.