Media Impact: Social Learning Theory

   How exactly does the media impact our decisions? Many can agree that media is exposed through many different methods including, television, the Internet, video games, and advertising. However, media exposure can definitely have strong effects on those who consume it. One of the underlying theories discussed in Chapter 13 about the effects that media has on individual is that the user tends to imitate the attitudes, images, or behaviors displayed in the media. This theory is known as the “Social Learning Theory”.

   In many ways, I believe that the social learning theory justifies how media persuades their captive audiences to believe that what they see is the right way to act. Therefore, the more we can relate to what they show in the media the more likely we will apply those behaviors in our everyday life. As a result, when children see violence in television shows or in video games, it is more likely that they will apply that violence and accept it as a norm as they grow up. The same applies, when advertisements on television demonstrate women to be the most beautiful, when they are thin and allow themselves to be objectified.

   One great example that explains this theory is the movie Killing Us Softly. In this movie it shows that while advertisers use ads to selling their products to consumers they also sell the image that is displayed within their ad. For example, while they are trying to sell their make up products to women, many advertisers like Maybelline are focus in depicting women’s beauty based on body image. This then sends a message to many women who are viewing ad that having that ultra-skinny image is what’s considered beautiful. In many ways, the manner in which advertisers illustrate women’s image affects the way women in society view their own body image. In other words, it makes women in society to take extreme measures to obtain that perfectly body image that only exists in advertisements.