Social psychological: Role of the Media-

Social Learning Theory:

It is based on the idea that we learn behaviour not just through our own experiences but through the observation of role models.

Observation-

Watching or listening to what people or animals do

Imitation-

An extension of observation: acting based on the observed actions

Modelling/ role model-

A form of learning where individuals learn a particular behaviour by observing another individual performing that behaviour. The term is also used to describe the person performing that behaviour.

Identification-

A type of conformity where someone changes their public behaviour & private beliefs to match a group or role model they admire but only temporarily, stopping when they’re away from the group

Vicarious reinforcement-

Learning which isn’t a result of direct reinforcement of behaviour, but through observing someone else being reinforced for that behaviour

Meditational processes-

The internal cognitive (mental) steps between observing a behaviour (stimulus) & performing it (response)

Factors that make imitation more likely:

Features of the model- if role model is seen as desirable in some way

Identification- if the observer is similar in some ways to the role model (age gender) imitation is more likely

Vicarious reinforcement: the consequences of the behaviour- if the role model is seen being rewarded for the behaviour, the observer wants to imitate it because they want the reward for themselves

Mediational processes:

Attention: firstly the behaviour to be imitated must be observed and paid attention to. An individual must observe a role model engaging in the behaviour. Behaviour not observed it can’t be copied

Retention: observed behaviour needs to be remembered. Including various aspects or steps involved in the behaviour. If behaviour is to be repeated, person must be able to retain the knowledge of the actions they have observed.

Reproduction: individual must be able to repeat the behaviour they have observed. This means having the physical ability to imitate it and/ or the equipment necessary

Motivation: finally individual must be motivated to repeat the behaviour

How the media portrays addiction:

A no. Of studies have indicated that the portrayal of potentially addictive behaviours, particularly smoking & alcohol use, is very common in films & television. Eg: alcohol use seen in 86% of popular UK films & 40% of TV programmes.

A study studying 2346 teenagers who reported they never drank and don’t plan to. At follow up 12 months later 40% have tried alcohol and 9% engaged in binge drinking. Exposure to alcohol in films- increased drinking

Evaluation- difficulty establishing a causal link

Research is often correlational- difficulty establishing to establish cause & effect. Could be another 3rd factor eg: an experimental method used 2 versions of same film 1 with smoking 1 without and those who saw smoking one had more positive attitudes to smoking- wanted to smoke more. Some evidence to establish a causal link but there needs to be more research to confirm. Only using correlational evidence lacks credibility

Evaluation- Lacks population validity

Most research conducted on adolescents as they’re more susceptible to social influences. Means you’re unaware to know if there will be a different effect seen in adults. Studies on adults are limited lacking enough research to generalise to the whole population. However. Tobacco seen on television more adults bought cigarettes even after prices changed.

Evaluation- positive effect of the media

Can lead to reduction of addictive behaviours. In a study any effects showing smoking in films were cancelled out by showing an anti-smoking advert beforehand. Many aspects of media do report on the negative consequences of addictionb& many films will show negative effects acting as vicarious punishment discouraging people from smoking.