Social learning from the media

• • Social learning theory explains learning behaviour as a process of observation, identification and reproduction. 
  • Few negative consequences of violence are seen in the media. 
  • Learning theories suggest behaviour is learnt from reinforcement, and video games actively reward game players for violent, anti-social acts. 
  • Role models are popular, powerful and likeable so more likely to be modelled.
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  Charlton et al (2000) contradicts the theory that television leads to aggressive behaviour, suggesting the media is not the main influence.  

  • Jahoda (1954) found that boys born on a Wednesday are more aggressive than those born on a Monday so it could be a self fulfilling prophecy not the media.
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  Bartol and Bartol (2014) found aggression levels to increase when playing more violent bloody video games, so the media is a key influence.

  Bandura’s research findings from studying aggressive role models supports the idea that the media could be the main influence on anti-social behaviour
• • Social learning theory states that we pay attention to criminal or antisocial behaviour in the media, possibly because it is accompanied by loud music so gains our attention. 
  • Criminal characters from the media may act as role models as they are often people who have power, or they may be the same gender as us. 
  • Criminal behaviour in the media may be reinforced, such as gaining material goods, so it acts as vicarious reinforcement for the viewer. 
  • When people get the opportunity they may copy an antisocial behaviour seen in the media, such as getting into drunken arguments.
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  Bandura, Ross and Ross (1963) found that children were as statistically likely to imitate aggressive behaviour from a filmed model compared to a live model.

  Williams (1986) found that after the introduction of television in a small community the levels of aggression had doubled, so showing the media may have an effect on antisocial behaviour.
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  Bandura used aged children in his experiments, so social learning theory may not explain antisocial behaviour in adolescents or adults.

  Social learning from the media ignores other factors that might affect antisocial or criminal behaviour, such as having an antisocial personality.