Social Learning in Media

Social learning is a concept related to the strong effect of media theory. Social learning in media occurs when a person observes an event, action, or implication in media and models his or her own behavior and/or attitudes after these observations. An example of this is illustrated in chapter 13 of Media Now. In a study, children watched a recording of an adult violently beating a blow up “Bobo” doll with different endings including negative consequences, positive consequences, and no consequences. It was found that the children who saw the tapes with positive or no consequences acted the same way they observed when presented with their own Bobo doll. Social learning is a concept also cited in the film Tough Guise. This documentary shows us that as boys observe men in films with seemingly ever-growing muscles, guns, and tough attitudes, they feel they should also behave in those ways. Films like First Blood and Terminator reinforce the notion that men must be “tough” in order to be masculine, or “true men.”  Boys emulate this ideal from early ages, as presented in Tough Guise, and this has led even to a rise in violent crimes among men.

Social learning is evident in a wide array of advertisements aimed at men of all ages. In one ad for boots aimed particularly at construction workers, the text reads, “For men who screw, bang, ‘n’ drill.” The words “bang” and “drill” perpetuate the stereotype that men are tough and aggressive, sexually and otherwise. This ad says to men, “real men are rugged and violent.” Men observe this advertisement and those like it and, in turn, believe that they, themselves, must toughen up. The theory that media has a strong effect on its audience may not be true (as there is parallel theory stating that media has only limited effects), but for those who are susceptible to the glossy print, the effects can be detrimental.