Social Cognitive Theory and Mass Media Effects

Bandura’s social cognitive theory is one of the most highly influential and widely celebrated theories in the field of social psychology. Thus, it is no surprise that its influence has extended into multiple fields, including communication and especially the study of media effects. Still, despite the enthusiasm with which media scholars have embraced social cognitive theory, its integration into media research is still in its infancy. The purpose of this chapter is first, to lay out the historical background and basic tenets of social cognitive theory. We will then explore the ways in which media effects scholars have integrated it into their research and consider the ways in which scholars might build on the existing foundation of social cognitive theory-based media research to better illuminate media effects processes and outcomes.https://scholarworks.wm.edu/bookchapters/1003/thumbnail.jp

Explaining the effects of narrative in an entertainment television program: overcoming resistance to persuasion.

Research has examined the ability of entertainment-education (E-E) programs to influence behavior across a variety of health and social issues. However, less is known about In recent years, much research has examined the ability of entertainment-education (E-E) television programs to create awareness and change behavior across a variety of health and social issues. Although a good deal of evidence for E-E effects has amassed, less is known about the underlying mechanisms accounting for their effects. Of particular import is the need to understand how entertainment messages might overcome resistance to persuasion-one presumed key to their success. Althoug