SOCIAL COGNITIVE THEORY OF MASS COMMUNICATION

Because of the influential role the mass media play in society, understanding the psychosocial mechanisms through which symbolic communication influences human thought, affect, and action is of considerable import. Social cognitive theory provides an agentic conceptual framework within which to examine the determinants and mechanisms of such effects. Human behavior has often been explained in terms of unidirectional causation. In these conceptions behavior is shaped and controlled either by environmental influences or by internal dispositions. Social cognitive theory explains psychosocial functioning in terms of triadic reciprocal causation (Bandura, 1986). In this transactional view of self and society, personal factors in the form of cognitive, affective, and biological events; behavioral patterns; and environmental events all operate as interacting determinants that influence each other bidirectionally (Figure 6.1).