Bandura Media Effects

1. MEDIA AUDIENCES
BANDURA – MEDIA EFFECTS

2. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.

3. MEDIA MODELS
The media can influence people directly – human values, judgement
and conduct can be altered direct by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.

4. MEDIA MODELS
The media can influence people directly – human values, judgement
and conduct can be altered direct by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
MEDIA
PRODUCERS
-
MEDIA
MESSAGES
MEDIA
AUDIENCES
-
ATTITUDES
BEHAVIOURS
ALL OF THESE MEDIA MODELS ATTEMPT TO EXPLAIN
THE RELATIONSHIP BETWEEN MEDIA PRODUCERS,
MEDIA MESSAGES, MEDIA AUDIENCES AND THEIR
ATTITUDES AND BEHAVIOURS.
THEY TRY TO UNDERSTAND THE FLOW OF INFLUENCE.

5. MEDIA MODELS – HYPODERMIC NEEDLE
• The hypodermic needle model emerged in the 1920s and 30s.
• Suggests that media directly ‘injects’ media messages into passive
audiences.
• Shapes attitudes and behaviours in an immediate and uniform way.
• Assumes that the media is VERY powerful.
• Assumes that audiences are homogenous, devoid of agency, unable to
resist or critically evaluate messages.
MEDIA
PRODUCERS
-
MEDIA
MESSAGES
MEDIA
AUDIENCES
-
ATTITUDES
BEHAVIOURS
MEANING IS INJECTED DIRECTLY
INTO THE MIND OF THE AUDIENCE.

6. MEDIA MODELS – TWO STEP FLOW
• The Two-Step Flow Model is based on a 1940s study.
• Media DOES NOT directly affect individuals.
• Opinion leaders (more informed or persuasive) shape and filter the information.
• Emphasises the importance of interpersonal communication and the role of
influential individuals.
• Personal interactions and discussions play a crucial role in shaping opinions and
attitudes within society.
MEDIA
PRODUCERS
-
MEDIA
MESSAGES
MEDIA
AUDIENCES
-
ATTITUDES
BEHAVIOURS
MEANING IS FILTERED
MEDIATED IMPACT
THOUGHT
LEADERS

7. MEDIA MODELS – NO EFFECTS
• The 'No Effects' model / minimal effects hypothesis emerged between the
1940s and 1960s.
• Exposure to media content does NOT NECESSARILY lead to direct or
substantial effects on individuals' attitudes, behaviours, or beliefs.
• Suggests that audiences are active interpreters who filter and interpret
messages according to personal experiences, values, and social context.
• Media is just one of many factors affecting human behaviour.
MEDIA
PRODUCERS
-
MEDIA
MESSAGES
MEDIA
AUDIENCES
-
ATTITUDES
BEHAVIOURS

8. MEDIA MODELS – REFLECTS AUDIENCE
• Media content mirrors or reinforces prevailing attitudes, beliefs,
and values.
• Media producers cater to established societal norms and
preferences, creating content that aligns with the audience's
existing worldview.
• Media content reflects and potentially amplifies the prevailing
attitudes within a society.
MEDIA
PRODUCERS
-
MEDIA
MESSAGES
MEDIA
AUDIENCES
-
ATTITUDES
BEHAVIOURS
MEDIA REFLECTS AND REINFORCES
AUDIENCE ATTITUDES AND BEHAVIOURS.

9. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.

10. MEDIA EFFECTS – A BIT OF CONTEXT
Different schools of psychology draw different conclusions about the
reasons that human beings engage in violent and aggressive behaviour.
Much of the work into the behaviour of men institutionalised as a
result of their violent, antisocial and hyper-masculine behaviours
concluded that aggression was genetic and therefore beyond the
control of the individual.
Bandura’s experiments led him to a draw a different set of conclusions
that birthed a psychological school of thought that became known as
‘social learning theory’. He came to believe that our behaviours are not
governed genetics but rather that our environments shapes the way we
behave.

11. MEDIA EFFECTS – BOBO DOLL EXPERIMENTS

12. MEDIA EFFECTS – BOBO DOLL EXPERIMENTS

13. MEDIA EFFECTS – BOBO DOLL EXPERIMENTS
Bandura conducted research on nursery aged children.
They were made to watch a variety of adult role models enact
aggressive acts on an inflatable Bobo doll.
Bandura’s team noted that the children replicated the
aggressive behaviours they had witnessed.
Bandura concluded that aggressive behaviour was learned
through direct modelling.

14. MEDIA EFFECTS – BOBO DOLL EXPERIMENTS
When they replaced the adult role models with filmed sequences that showed the
same aggressive behaviour, the children responded in a similarly violent way.
Bandura concluded that behaviours can be transmitted through TV representations.
Bandura suggested that media-based representations of violence might even have
a more concentrated effect than direct modelling. He claimed there were three
factors that could amplify the effects of television consumption on behavioural
modelling:
• Attention processes
• Retention processes
• Role models and social learning

15. MEDIA EFFECTS – AMPLIFICATION EFFECTS
Attention processes
Bandura claimed that the effect of modelled behaviour
depends on the observers focus and attention.
He suggests that:
‘models presented in televised form are so effective in holding
attention, that viewers learn the depicted behaviour regardless of
whether or not they are given extra incentives to do so.’

16. MEDIA EFFECTS – AMPLIFICATION EFFECTS
Retention processes
Bandura also claimed that representations of behaviours that
are visually vivid or symbolically constructed will be more
impactful and retained for longer.
Bandura argued that the visually rich construction of
narratives, through the manipulation of mise en scene, makes
the effects of encoding in TV and film much richer than real-
life modelling.

17. MEDIA EFFECTS – AMPLIFICATION EFFECTS
Role models and social learning
Bandura argues that the intensity of reaction to behaviour
modelling is influenced by the way we feel about the people
we are observing.
So, when behaviour is modelled by aspirational role models,
we are more likely to copy that behaviour. Actors and
celebrities are often held in high esteem, so their behaviour is
more likely to have an impactful effect on audiences.

18. MEDIA EFFECTS – COMMERCIALISED VIOLENCE
Bandura was very concerned by violent content in television and
film and claimed that adverse television modelling effects are
widespread.
Bandura argued that the endemic nature of violence in media was,
a result of desensitisation. He claimed that producers, script
writers and directors were too desensitised to the effects of
screen violence to raise objections to problematic content.
He also argued that the media relies on conflict to engage
audience attention and that television producers continuously
intensify violent content within their products to attract audiences
away from their competitors.

19. MEDIA EFFECTS – REGULATION
Many regulators are influenced by Bandura’s conclusions to justify regulation content
in T.V., Film and Video Gaming. In the UK, the following bodies are chiefly responsible
for this process.
Ofcom (Office of Communications):
Ofcom is the primary regulator for broadcasting, including television. It regulates the content of
television programs to ensure compliance with broadcasting codes, which include rules on the
portrayal of violence, harmful or offensive material, and the protection of children from inappropriate
content.
British Board of Film Classification (BBFC):
The BBFC is responsible for classifying and rating films released in cinemas and on DVDs/Blu-rays. They
provide age ratings (such as U, PG, 12A, 15, 18) that indicate the appropriate audience for a film based
on its content, including levels of violence and other potentially harmful or sensitive material.
Pan-European Game Information (PEGI):
PEGI is the standardized rating system used for video games across Europe, including the UK. PEGI
provides age ratings and content descriptors for video games, informing consumers about the
suitability of the game's content for different age groups based on violence, language, and other
potentially harmful or inappropriate elements.

20. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.

21. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.

22. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.

23. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them. cts.
The new media offer opportunities for self-directedness.
Observational Learning:
Individuals imitate behaviours they witness in their family, peers, community,
incorporating observed behaviours into their own repertoire.

24. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them. cts.
The new media offer opportunities for self-directedness.
Role Models:
Social networks provide individuals with role models or influential figures
whose behaviours, actions, and opinions they emulate or consider as
standards for their own behaviour.

25. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them. cts.
The new media offer opportunities for self-directedness.
Social Reinforcement and Feedback:
Positive or negative feedback from social networks reinforces or
discourages certain behaviours. Approval or disapproval from peers, family,
or community influences the likelihood of behaviour repetition.

26. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them. cts.
The new media offer opportunities for self-directedness.
Social Norms and Expectations:
Social networks contribute to the establishment and reinforcement of social
norms, values, and expectations. Individuals conform to these norms
prevalent in their social circles, guiding their behaviour and decision-making.

27. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them. cts.
The new media offer opportunities for self-directedness.
Reciprocal Determinism:
Bandura's theory suggests that individuals, their behaviours, and their social
environments continuously interact and influence each other. Social
networks contribute to this reciprocal interaction, impacting individuals'
thoughts, actions, and environments.

28. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.

29. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.

30. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.
Bandura's work never touched on the impact of new media on self-
directedness, but some aspects of his theories could be applicable.

31. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.
Bandura's work never touched on the impact of new media on self-
directedness, but some aspects of his theories could be applicable.
Individuals might observe and model behaviours exhibited in online
communities. They may seek out communities that shape and reflect their
sense of identity rather than simply being affected by their local
environment.

32. MEDIA EFFECTS
The media can influence people directly – human values, judgement
and conduct can be altered directly by media modelling. Empirical
evidence best supports direct influence rather than the alternative
models of media effect: two-step flow, agenda-setting, no effects, or
the media reflecting existing attitudes and behaviour.
Media representations of aggressive or violent behaviour can lead to
imitation.
The media may influence directly or by social networks, so people can
be influence by media messages without being exposed to them.
Different media have different effects. The new media offer
opportunities for self-directedness.
Bandura's work never touched on the impact of new media on self-
directedness, but some aspects of his theories could be applicable.
Bandura's concept of self-efficacy refers to an individual's belief in their
ability to achieve goals and perform tasks. In the context of new media,
exposure to diverse information, and online platforms might influence
individuals' perceptions of their capabilities and competence. Access to vast
amounts of information through new media could potentially enhance
individuals' self-directedness by empowering them to seek and acquire
knowledge independently.

33. BANDURA APPLIED TO NEWSPAPERS

34. BANDURA APPLIED TO NEWSPAPERS
EFFECTIVE

35. BANDURA APPLIED TO NEWSPAPERS
EFFECTIVE
Observational Learning:
Bandura's theory emphasises how individuals learn through observation. In the context of
newspapers, readers observe and learn from reported events, opinions, and behaviours portrayed
in articles, influencing their attitudes and behaviours.

36. BANDURA APPLIED TO NEWSPAPERS
EFFECTIVE
Observational Learning:
Bandura's theory emphasises how individuals learn through observation. In the context of
newspapers, readers observe and learn from reported events, opinions, and behaviours portrayed
in articles, influencing their attitudes and behaviours.
Modelling Behaviour:
Newspapers often feature articles that can serve as models for readers' behaviour or opinions.
Bandura's framework highlights how readers might emulate or challenge the behaviours and
opinions presented in news articles.

37. BANDURA APPLIED TO NEWSPAPERS
EFFECTIVE
Observational Learning:
Bandura's theory emphasises how individuals learn through observation. In the context of
newspapers, readers observe and learn from reported events, opinions, and behaviours portrayed
in articles, influencing their attitudes and behaviours.
Modelling Behaviour:
Newspapers often feature articles that can serve as models for readers' behaviour or opinions.
Bandura's framework highlights how readers might emulate or challenge the behaviours and
opinions presented in news articles.
Social Reinforcement:
Bandura underscores the role of social reinforcement in shaping behaviours. Readers might discuss
or reinforce their beliefs based on the information provided in newspapers, leading to collective
reinforcement or challenges to prevailing attitudes.

38. BANDURA APPLIED TO NEWSPAPERS
LIMITED

39. BANDURA APPLIED TO NEWSPAPERS
LIMITED
Lack of Interactivity:
Bandura's model emphasizes active participation in the learning process, which might be limited in
print newspapers. Unlike newer media forms, newspapers lack immediate feedback or interactive
elements.

40. BANDURA APPLIED TO NEWSPAPERS
LIMITED
Lack of Interactivity:
Bandura's model emphasizes active participation in the learning process, which might be limited in
print newspapers. Unlike newer media forms, newspapers lack immediate feedback or interactive
elements.
Complexity of Influence:
Newspapers contain diverse content, and readers engage selectively. Bandura's model assumes a
direct, uniform impact, overlooking individual differences in interpretation and selective exposure.

41. BANDURA APPLIED TO NEWSPAPERS
LIMITED
Lack of Interactivity:
Bandura's model emphasizes active participation in the learning process, which might be limited in
print newspapers. Unlike newer media forms, newspapers lack immediate feedback or interactive
elements.
Complexity of Influence:
Newspapers contain diverse content, and readers engage selectively. Bandura's model assumes a
direct, uniform impact, overlooking individual differences in interpretation and selective exposure.
Limited Social Context:
Bandura's theory focuses on the impact of immediate social environments. It might not fully
encompass the broader societal influences, political contexts, or biases embedded in newspaper
content.

42. BANDURA APPLIED TO LFTVD

43. BANDURA APPLIED TO LFTVD
FROM THE EXAM BOARD
Bandura believes that the media can have a direct influence on the values and
behaviour of audience members. The media can also have an indirect influence
through social networks.
He argues that audiences may imitate behaviours they see represented in the
media.
ONE SENTENCE SUMMARY
Media representations can directly and indirectly influence audience values and
behaviours.

44. BANDURA APPLIED TO LFTVD
STRANGER THINGS DEUTSCHLAND 83
Representations could influence people’s beliefs and
attitudes towards different social groups. For
example, the representation of male characters in
positions of authority may reinforce patriarchal ideas
about gender roles.
Representations could influence people’s beliefs and
attitudes towards different social groups. For
example, the representation of male characters in
positions of authority may reinforce patriarchal ideas
about gender roles.
However, application of Bandura’s theories may ignore the ways in which behaviours and values are framed
critically. In both cases, traditional gender roles are challenged at least as much as they are reinforced.
Features scenes of violence and aggressive behaviour,
including bullying and murder.
Features scenes of violence and aggressive behaviour,
including threats and murder.
The application of Bandura’s ideas draws attention to the importance of regulation, especially in the face of
endemic violent representation, and we might acknowledge the challenge posed by streaming platforms.
However, Bandura’s theories may result in simplistic assumptions about the impact of representations.