communication theory (social cognitive theory)
TRANSCRIPT
Social Cognitive TheoryTara Wilkinson-McClean. PhD. Candidate
Media & Communications Lecturer
Key Concepts
Observational LearningModelingInhibitory EffectDisinhibitory EffectOutcome ExpectationsIdentificationSelf-Efficacy
Observational Learning
When they are ‘models’ in an individual’s environment, learning can occur through the observation of these models
Modeling
Direct mechanical reproduction of behaviour
Effects
Inhibitory Effects
Disinhibitory
Effects
Model Punished Model Rewarded
Reinforcements
Outcome Expectati
ons
Outcome Expectanc
ies
Outcome Expectations
When we see models being rewarded and punished, we come to expect the same outcomes if we perform the same behaviour
Outcome Expectancies
Value attached to these expectations
Expectancies consider the extent to which any particular reinforcement is seen as a reward or punishment
Different things are rewarding to different people
Value of reward influence extent of social learning
Identification
If an individual feels a strong psychological connection to a model, social learning is more likely to occur.Identification springs from wanting to be and trying to be like the model with respect to some broader quality.
Self-Efficacy
Observer’s ability to perform a particular behaviour and the confidence the individual has in performing the behaviour.Practical prerequisite to behavioural change.
Recap
Learning occurs when an individual observes a model performing a behaviour and being rewarded or punished for that behaviourFrom this observation, the learner develops expectancies about what will happen when he or she performs the behaviour and these expectancies will influence learning and subsequent behaviourLearning will be moderated by the extent to which the individual identifies with the model and feels a sense of self-efficacy about performing the task