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Social learning theory

A man named Albert Bandura developed a theory based around social learning and how behaviour is acquired and constructed. Bandura believed that humans (particularly children) took example from their role models’ behaviour through observation, imitation and modelling. For example, he developed the Bobo doll experiment, in which he got a child to watch an adult physically attack and beat the Bobo doll continuously, by using violent behaviour towards it. The experiment would be repeated, but this time with the child, to see how they would act and react around the Bobo doll. Each time he did the experiment, Bandura found that he was getting the same results each time, with the child copying the behaviour that they saw and would repeat this by acting aggressively towards the Bobo doll, taking example of the adults behaviour since the adult is their role model, who they look up to and imitate their behaviour.

In terms of media, social learning theory is brought in to justify criminal and deviant acts, by blaming the mass media as the main influence in these particular sectors. The positive effects of social learning theory are rarely heard about or mentioned within the media sector. Social learning theory can also be applied and observed with the Sabido method. The Sabido method has been deployed in many developing countries to help change attitudes towards the likes of gender and homosexuality but also give populations of countries information about sexual health and promote literacy skills. Sabido was the pioneer of telenovas, which addressed social issues within the 1970s. During this time, he was Vice President for research at Televisa, a Mexican television network. Within the next decade, Sabido had produced six serial dramas focusing on social issues in Mexico, which caused a 34% decline in the population growth rate. In May 1986, the United Nations Population Prize was awarded to Mexico, thanks to the work of Sabido, making it the foremost population success story in the world. The main message from the Sabido method is that education can be compelling, but entertainment can also end up being educational. The Sabido method stands out from other educational-entertainment theories and ideas as it uses two key factors- the use of the serial drama format and rigorous adherence to well-established communication theories beneath the methodology. Most education-entertainment programmes usually work on sending messages, however the Sabido method demonstrates desired behaviours through use of characters as vicarious role models. The benefit of the Sabido method being required to use a serial drama is that it builds a loyal and committed fan base, which is able to both identify and attach with the characters on-screen, expressing concern for their fates and futures. The whole methodology revolved around the Sabido method originates from being based on various communication theories, which each play a key role in serial drama development overall.

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