How did social learning theory differ from traditional learning theory?
Social Learning Theory = Operant learning theory
- In order to learn, behavior must be performed and reinforced.
Traditional Learning Theory = Learned through society?
Know the basic elements of SCT [we discussed two];
- Observational learning = learning can occur by observing others (mental rehearsal)
- Vicarious Reinforcement = Rewards / punishments observed happening to someone else
Know 4 sub-processes involved in modeling;
- Attention (pay attention to the behavior)
- Retention (remember the behavior)
- Motor reproduction process (rehearse mentally – how do I preform this action before I do it)
- Motivation (Motivated to perform the behavior)
Know effects of mediated models - imitation, disinhibition, inhibition, abstract rule acquisition; Provide examples for each;
- imitation = copying the exact behavior
- Inhibition = Avoiding an observed / punished behavior (see driver avoid stop sign & getting ticket)
- Dishinibition = Observed reward for punished behavior (see driver avoid stop sign, doesn’t get ticket – likely to copy the same behavior)
- Abstract rule acquisition = gaining general rules and strategies that can apply to different situations (will be punished for violating rules already set in place)
Understand “vicarious” reinforcements;
Rewards / punishments observed happening to someone else for practicing a certain behaviors.
Learning vs Performance
Know importance of contextual factors in effects of media violence
Three experimental conditions:
◦ Model rewarded (praised, given candy)
◦ Model punished (told to sit alone in a corner)
◦ No consequences (left the room)
Question: Any group difference due to condition?
i.e., Which group showed “Greater” imitation of
violence
- When offered candy as a reward, children in all groups were equally able to reproduce the model’s behaviors [attack]
That is….
Demonstrates that reinforcements [Reward or Punished] affect actual performance but not learning;
◦ A behavior can be learned without reinforcement; but performance of that learned behavior requires reinforcement.
Be able to explain how SCT can explain the impact of media violence, as well as other risky behaviors and
prosocial behaviors
It shows how people have the choice to either copy or simply observe the behavior that may or may not be punished by society.
Sometimes others can copy the potentially punished behavior because they know they can get away with it. (Disinibition)
Catharsis (Feshbach): What is it? Is the catharsis view of media violence effects supported by research?
– to purge, watching it can suppress your need to act it out.
Aggressive cues model (Berkowitz) – explanation for influence of violence on aggression; What’s priming?
Media content linked to violence can function as a “cue” i,e, boxing scene which a boxer is brutally beat opponent make viewers grade work of another student aggressively.
- priming = saw violence about child abuse on TV you saw parent grabbing child’s arm thus you interpret as violent behavior.
Desensitization: What is desensitization? How does it occur? What are the societal implications?
reduces negative emotional response to a stimulus.
possible consequences = less disturbed by real violence
less sensitive towards victims of violence
less likely to intervene to help victims.
Conclusions of social scientists about evidence regarding effects of media violence
a lot of evidence shows that exposure to media violence leads to desensitization and media violence.
Research on fear responses to the media and coping responses at different ages (Cantor)
Children = nightmares Adults = scared too
no difference each age group didnt differ much but responded in fear
Know the claims of Marxist theory as well as Neo-Marxist approaches [Frankfurt School, and especially British Cultural Studies), and how they are applied to the media;
High vs Low culture
Marxist Theory = 1. Base (Forces of production) Elites have direct control over the means of production 2. Superculture (society’s culture – “non economic” institutions of society – elites also maintained them in power by manipulating cultural institutions.
** REVOLUTION ONLY HAPPENS WHEN MASSES TAKE OVER **
Neo-marxism = Focuses on individual groups in oppression because of the forces of production.
High vs. Low = high –> cultural representations that only appear once, low culture –> mass culture / popular culture
Be familiar with Hall’s Encoding/Decoding – three readings & be able to apply it to media messages;
Decoded (interpreted)
- Dominant = (hegemonic/ preferred) person fully shares preferred meaning without question)
- Negotiated = person partly shares preferred reading but modifies in some way
- Oppositional = person acknowledges preferred reading but resists it for alternative reading.
Be familiar with: Media hegemony (Gramsci);
dominant culture show in media (white males – those in power in society).
Be familiar with Political Economy approach -
Focuses on how social elites use economic power to exploit media industries
- economic power is used to influence and control the public
Understand the basic active audience approach, and how it contrasts to “media effects”; Historical connection to functions of the media See Four Functions of Media (Wright 1959), Ch. 4.
d
Uses & Gratifications [U & G] - Understand the basic 4 assumptions; Link between U & G and media effects - how Strengths & Criticisms of U & G; might people’s media use motives be related how people are affected?;
“Entertainment Theory” – not a single theory but a broad approach to psychology of entertainment
Mood Management Theory; Know its basic assumption; Research evidence/results; Comparison to U&G.
Paradox of enjoyment of “negative” media; Explanations for enjoyment of horror/suspense and sad films
Reception Theory – Understand its basic approach; What are ‘polysemic’ texts?; How can Hall’s encoding/decoding approach (preferred, negotiated and oppositional readings) be applied in reception studies?
Be familiar with: Morley’s Nationwide study; Radway’s study of romance novels; “Semiotic disobedience”
d
- Arguments regarding news media as “agents of those in power” (Altschull); Media conglomerates
- All press systems make certain claims such as endorse the doctrine of social responsibility, claim to serve the needs of the people.
- all press systems are agents of people in economic and political power
- The content of press reflects the interests in those in power
- journalism schools transmit ideologies and values that contribute to this process.
