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Unit 4

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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...
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Two step flow

The theory of two step flow was developed by a man called Paul Lazarsfeld and his specialist team of researchers. They analysed the role that media products such as radio broadcasts and newspaper articles and how they influenced voters during American presidential elections. In their research, they discovered that the greatest influence came through individuals that were considered opinion leaders. The masses of audience would view these people as being aware and up to date in terms of what was happening around the world and whose ideas, beliefs and actions are trusted to be honest and true, alongside matching the interests and opinions of the audience themselves. An example that can relate to the two step flow would be the whole fiasco of Fyre Festival. A man named Billy McFarland was responsible for the whole event and ended up promising thousands of people around the world, including celebrities like Bella Hadid and Kendall Jenner, the opportunity to attend one of the best music...
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