media modelling effects: bandura

concept 1: violent behaviours are learned through modelling

• humans learn much of their behaviour through social interaction

• social learning can occur as a result of first-hand experience

• social learning can also occur by watching others experiences

concept 2: audiences can copy media reprsentation of negative behaviour

• representational modelling can have a powerful effect on the behaviours of media audiences

• modelled behviours by role models and the vivid visual encoding systems of media products further concentrate the effects of representational modelling

• violence is an endemic feature of media content

attentional effects

• bandura argues that media products are more likely to produce modelled behaviour because of the focused attention they comman while engaging with them

desensitisation

desensitisation normalises violent behaviours as a result of repeated exposure

modelled learning

bandura suggests that we learn new behaviours by watching other people (direct modelling).

behaviours can be inhibited if we see others being punished, we copy when they are rewarded

reprsentational modelling

the process of watching behaviours on-screen. bandura concludes that representational modelling can be equally, if not power than direct modelling

role model effects

bandura argues that watching others we hold in high-regard (on-screen stars/ heroes) can amplify the impact of any modelled behaviours

rentention

TV is visually vivid so will be retained by audiences more