Albert Banduras "Effects Theory"
Albert Banduras "Effects Theory"
In the rise of TV and the wide distribution and availability of movies and television shows into the common household in the 60s many psychologists wanted to develop a theory of effects this kind of distribution and long expose to the medium would change/effect people. one of these theories was developed by Albert Bandura who suggested that social learning theory which suggests learned behaviour is developed from models (parents/role models).
Albert Bandura specifically theorised that aggressive behaviour in children stemmed from viewing others.
This has been demonstrated most notable in psychological studies like the famous "Bobo Doll" experiment (1961 to 1963) where children were presented with a Bobo doll in a lab. This experiment had consisted of 36 boys and 36 girls who were viewed with and without an adult present/in the room. When by themselves these children had no/few acts that would be considered aggressive towards the doll however when roughly half the sample group of children were paired with an adult model (role model) that acted aggressively toward the doll (hit, kick, Etc) on command of the psychologists the children followed suit mimicking there models actions towards the doll aggressive or otherwise.
Dwayne "The Rock" Johnson is a role model for men, so if we were applying this social learning theory to this media text it would explain why the model, in this case, Johnson was used as he is a male icon and someone who many young men look up to as a model in which to follow in terms of being a man and masculinity and body image. This media text also could use Johnson as a model due to him being an icon of attractiveness for women so females would by this magazine because of there developed attraction to Johnson and men would buy it to fit this persona of masculinity that he portrays in action movies and his WWE wrestling career. This is how we would use social learning in media by giving the audience icons/models who they look up to and using that to influence their decisions in buying certain products.
Masculine icons like the rock advertise gym equipment while more feminine models like Beyonce advertise feminine products like perfume/makeup, Etc.
Albert Bandura specifically theorised that aggressive behaviour in children stemmed from viewing others.
This has been demonstrated most notable in psychological studies like the famous "Bobo Doll" experiment (1961 to 1963) where children were presented with a Bobo doll in a lab. This experiment had consisted of 36 boys and 36 girls who were viewed with and without an adult present/in the room. When by themselves these children had no/few acts that would be considered aggressive towards the doll however when roughly half the sample group of children were paired with an adult model (role model) that acted aggressively toward the doll (hit, kick, Etc) on command of the psychologists the children followed suit mimicking there models actions towards the doll aggressive or otherwise.
How to apply theory to a form of media?
Dwayne "The Rock" Johnson is a role model for men, so if we were applying this social learning theory to this media text it would explain why the model, in this case, Johnson was used as he is a male icon and someone who many young men look up to as a model in which to follow in terms of being a man and masculinity and body image. This media text also could use Johnson as a model due to him being an icon of attractiveness for women so females would by this magazine because of there developed attraction to Johnson and men would buy it to fit this persona of masculinity that he portrays in action movies and his WWE wrestling career. This is how we would use social learning in media by giving the audience icons/models who they look up to and using that to influence their decisions in buying certain products.
Masculine icons like the rock advertise gym equipment while more feminine models like Beyonce advertise feminine products like perfume/makeup, Etc.
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