Communication Theory (Social Cognitive Theory)

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