ROLE OF MEDIA AO1

• Social Learning Theory


  An addict will imitate a celebrity role model who they admire
• Vicarious reinforcement


  1. Addict imitates behaviour of famous role model

  2. Idol is rewarded for addictive behaviour (e.g. smoking, drinking)

  3. Idol engaging in drug behaviour that wins admiration of others

  4. Portrayals can come from idol themselves or character they play
• Addict does not need to be directly reinforced through operant conditioning or classical conditioning, vicarious reinforcement is enough to create an addiction
• In today's society, people are exposed to their famous role models more than ever and can even engage with them personally on social media
• A number of studies have indicated that the portrayal of potentially addictive behaviours, particularly smoking and alcohol use, is very common in films and television
• Gunasekera et al (2005) analysed 87 of the top 200 movies of the last 20 years


  • The use of alcohol and tobacco was common
  • Incidences of cannabis and other drug use were noted
• The addictions tended to be portrayed positively and without any negative consequences, providing vicarious reinforcement for addicts who view their role models as engaging in exciting addictive behaviour with no negative outcome
• Portrayal of addictive behaviours without negative consequences


  Can make a person become an addict due to imitating their role model