MEDIA STUDIES Theoretical Concepts Media effects Albert bandura.

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Presentation transcript:

MEDIA STUDIES Theoretical Concepts Media effects Albert bandura

Media effects WJEC: SPEC THEORIST Albert Bandura the idea that the media can implant ideas in the mind of the audience directly the idea that audiences acquire attitudes, emotional responses and new styles of conduct through modelling the idea that media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour. THEORIST Albert Bandura Albert Bandura OC is a Canadian-American psychologist who is the David Starr Jordan Professor Emeritus of Social Science in Psychology at Stanford University.

MEDIA EFFECTS 1.Imitation: 2.Flaws: 3.Emotional Connection: Bandura’s work reflects how it is important to determine the effects that media products have on their audiences. His media effects theory often assumes a passive audience and focuses on the extent to which the media could be held responsible for problems in society. 1.Imitation: Bandura believed that children would copy behaviour they saw, in particular, violent behaviour. The bobo doll experiments (1961-63) focused on an adult modelling aggressive behaviour towards a self-righting doll to see whether children would imitate this behavour. Generally, the children would imitate the aggressive behaviour modelled to them by an adult 2.Flaws: Perhaps children involved in the bobo doll experiment were trying to please the researchers? Does an individual being violent towards a toy really really mean they would be violent towards a real person? 3.Emotional Connection: Bandura stated that it is not uncommon for people to display strong emotional reactions towards certain things or classes of people, on the basis of little or no personal contact with them. In fact, emotional responses can actually be developed observationally, by witnessing the affective reactions of others undergoing painful or pleasurable experiences.