Social Learning Theory & Television

Social learning theory pertaining to television is concerned with how a viewing audience learns through observing the events presented via television. Although not a complete list, themes regarding this subject matter include observational learning, labeling theory, socialization, art reflect reality and messages of punishment.

Observational Learning

Observational learning is an extension of social learning theory involving reproducing or avoiding behaviors perceived as beneficial or undesirable. Observational learning via television can occur naturally or be implemented by a larger force that promotes an agenda. For example, during the 1980s, the Reagan administration implemented an aggressive anti-drug use campaign known as "say no to drugs." Television was used as the medium to illustrated the negative consequences of drug use by showing a video of an egg cooking under high temperatures in a frying pan, followed by a booming matter-of-fact narrator voice saying, "This is your brain on drugs... any questions?" The intent of the campaign provided an opportunity for the populace to "learn by observing" how drug use is destructive to the brain, as a oppose to the heartache involved in learning through trial-and-error.

Labeling Theory

Labeling theory extents from social learning theory involving how learning can occur by attaching or imposing labels, titles and attributes--real or unreal--to others. For example, television shows can hire actors of various ethnic groups to behave a certain way, accidentally creating a universal stereotype not reflective of reality. As the viewing audience of that group becomes saturated with labels falsely representing their behaviors, may learn through observation how to behave specific to the fiction being propagated, and thus the label becomes reality.

Socialization

Socialization theory is a branch of social learning theory concerned with how people learn to assimilate into their corresponding culture. Television can facilitate this through illustrating how exactly someone is suppose to act and what expectations are required for social acceptance. For example, popular culture and using age-sensitive language could be easily internalized simply by watching television shows targeting that demographic, i.e. socialization through observational learning.

Social Learning Through Television

Television shows designed for children often implement social learning theory. For example, "Sesame Street," a children's television show, may present actors with a situation of how the number 10 can be seen within a variety of situations: 10 cookies, 10 buildings or 10 sandwiches. The result is the viewing audience learning about the "number 10" through observing the discoveries presented by the actors. This is social learning applied.

Messages of Punishment

Social learning theory techniques have been implemented into television broadcasts to promote law-abiding behavior with underlining messages involving threats of punishment. For example, watching a news report about a shoplifter caught on tape and facing heavy legal consequences may prevent someone from shoplifting that may be otherwise considering to act out the crime.

References

• Observational Learning and Television
• "Brain on Drugs" 1980s Video
• Labeling Theory