Social Learning Theory

To be a “model housewife,” do we imitate June Cleaver or Bree Vandekamp? To be a “perfect doctor,” do we strive to become like Dr. Miranda Bailey or Dr. Gregory House?

Social learning theory's major premise is that we can and do learn by observing others. The vicarious experience of observing other human beings and their behavior is a typical way that an individual will model his or her own behavior. Modeling and role-playing can have as much impact on a person's behavior as direct experience. Albert Bandura's social learning theory is a general theory of human behavior, and some researchers have used it to explain media effects. Bandura suggested that children and adults acquire attitudes, emotional responses, and new styles of conduct through filmed and televised modeling. He cautioned parents that television created a violent reality that was worth fearing.

Society plays a significant role in molding the attitudes and behaviors of all of its members. Humans are social beings who are overloaded with information from the environment that shapes our perceptions of the world and our attitudes and beliefs. Slowly, we are molded into “acceptable” members of the society in which we live. Our perceptions are believed to be created by experiences, community, family, and school. However, today these influences have decreased as our changing society adapts to a more technological age. The growth of the mass media has had a huge impact on the lives of everyone, with specifically television becoming a dominant medium.