Transcript Sociocultural Level of Analysis: Social and Cultural Norms

Consider an argument or concept in a way that
uncovers the assumptions and interrelationships of
the issue.
explain
examine
evaluate
distinguish
discuss
describe
Offer a considered and balanced review that includes
a range of arguments, factors or hypotheses.
Opinions or conclusions should be presented
clearly and supported by appropriate evidence.
Give an account of the similarities between two (or
more) items or situations, referring to both (all) of
them throughout.
compare
contrast
compare and contrast
Give a detailed account including reasons or causes.
evaluate
examine
explain
Give a specific name, value or other brief answer without
explanation or calculation.
outline
to what extent
state
Part I

Norm – set of rules based on socially or
culturally shared beliefs of how an individual
ought to behave.


Albert Bandura social
learning theory assumes
that humans learn
behavior through
observational learning.
Observational learning –
people can learn by
watching models and
imitating their behavior.

According to Bandura, social learning theory
involves the following factors:
Attention – the person must first pay attention to the
model.
 Retention – the observer must be able to remember
the behavior that has been observed.
 Motor reproduction – the observer has to be able to
replicate the action.
 Motivation – learners must want to demonstrate
what they have learned.

Retention
Attention
Social
Learning
(modeling,
imitation)
Motivation
Motor
reproduction
A norm is a set of rules based on socially or culturally
shared beliefs of how an individual should not
behave.
No
Yes
Which one of these is not a factor involved in social
learning theory determined by Bandura?
motor reproduction
duration
attention
retention
motivation

There are several factors which may influence
whether or not the observer decides to imitate
and learn:


Consistency – if the model behaves in a way that is
consistent across situations then the observer will be
more likely to imitate than if the model behaves in
different ways depending on the situation.
Identification with the model – there is a tendency
to imitate models who are like ourselves.

Rewards/punishment –Bandura argues that people
can learn from observing what happens to others;
they don’t have to experience the consequences
themselves. This is called vicarious reinforcement in
Bandura’s theory and happens when we watch
people around us – whether in reality or in movies
(observational learning).

Liking the model – warm and friendly models are
more likely to be imitated than cold, uncaring
models.
 A study by Yarrow et al. (1970) showed that children
learn altruistic behavior (helping others for no personal
gain) better from people with whom they have already
developed a friendly relationship than from people
they do not know.

Albert Bandura (1925 – present) joined
department of psychology at Stanford
University in 1953 and stayed there until he
retired. His famous experiment involved the
use of a Bobo doll and aggression in children.
Social learning theory changed the direction of
psychology and continues to be very influential
in all areas of psychology. .


Social Learning theory has been used to explain
many things but particularly the role of
violence in the media on aggression in
children.
Studies shows that by watching aggression
(violence on TV), children learn how to be
aggressive in new ways and they also draw
conclusions about whether being aggressive to
others will bring them rewards or punishment.

longitudinal study, monitored children’s
behavior over 15-year period. They found a
positive correlation between the number of
hours of violence watched on TV by
elementary school children and the level of
aggression demonstrated when they were
teenagers. They also found that those who
watched a lot of TV violence when they were 8
years old were more likely to be arrested and
prosecuted for criminal acts as adults.


Kimball and Zabrack (1986) carried out in
Canada, children were found to have become
significantly more aggressive two years after
TV was introduced to their town.
TV is not always a negative influence. There is
a strong evidence that children's shows
(Sesame Street) can help children learn positive
behaviors such as empathy, sharing, and
academic curiosity.

Bandura’s social learning theory is the basis for
several TV and radio dramas which aim to
prevent unwanted pregnancies, reduce the
spread of HIV, promote literacy, and empower
women in developing countries. This is called
the Sabido method.

Broadcasting of soap opera Twende na Wakati (Let’s
Go with the Times) in Tanzania between 1993 and
1996, researchers found increases in safe sex,
women’s status and family planning.


Social learning theory helps explain why
behaviors may be passed down in a family or
within a culture.
Also explains how children can acquire some
behaviors without trial-and-error learning.

Criticism: Children that see a behavior
demonstrated, may not exhibit that
behavior for sometime.
Because of this gap, it is difficult to establish 100%
that the behavior is the result of observing the
model.
 The model doesn’t explain why some people never
learn a behavior, in spite of seeing the model.
 People are motivate role models and their own
beliefs and previous experience.
