Bandura - The Media Effect Theory

Media Modelling Effects

Bandura suggests that human behaviour such as aggression “are not governed by innate traits or genetic impulses” but instead our environments e.g the human environment that shapes the way we behave. 

Concept 1: violent behaviours are learned through modelling. Bandura suggests that this is learned through Direct Experience (children might learn to be aggressive from the models of behaviour that their parents provide or reject them,) or Modelled learning (watching the actions of others e.g a classmate and may later imitate the actions.) Now in my opinion this may be true, but I don’t think that the human mind is as simple to only develop aggressive behaviours from observing aggressive behaviours and it simply cannot be solely “socially transmitted.” However, there have been many studies about violent video games like first-person shooter games inciting violent acts such as school shootings e.g Columbine. And although Bandura’s work did not directly comment on the capacity of gaming to produce violent behaviours it did suggest that a link exists between real life aggression and game playing. This is due to attention factors (players controlling and directing gaming avatars to commit violence, leaving a direct connection between the avatar’s violent actions and the player), the fact that players are rewarded for violent actions, violence is portrayed without moral justification or explanation (e.g games often require players to kill innocent bystanders, possibly desensitising players to the effect of real world violence, video games are immersive (games are normally played in isolation with no one to question them), addictive (often long periods of gameplay at a time) and are realistic (leaving the player to struggle to distinguish real-world actions to those in the game.) 

However it is positive to note that PEGI (Pan European Gaming Information) rating system has responded to these concerns with the creation of its advisory ratings code. This code pays attention to factors that can be harmful and consuming to younger gamers and sets suggested age limits. For example, violence perpetrated on innocent characters is only allowed in PEGI-18 games.

However some people argue against the idea of negative video games modelling. For example Henry Jenkins highlighted 3 factors in defence of video game playing: 1. Studies that link playing time and criminal behaviours are flawed (millions of teenagers all over the world play violent video games yet only a small minority actually display these violent actions due to the game in real life) 2. Game playing is not solitary (Jenkins argues that most gameplay takes place in a social context, with friends either physically together or talking online) 3. Audiences are able to separate gameplay from real life.

Concept 2: Bobo dolls and symbolic modelling. Bandura conducted his research on nursery aged children where he made them watch adult role models to watch a series of aggressive behaviours on an inflatable Bobo doll. This was to investigate whether the children would replicate it when they were alone. And overwhelmingly they did, which led Bandura to conduct that aggressive behaviours were learned through direct modelling. They also tested it through making the children watch the same aggressive behaviour but on film. However the children responded in a similar violent manner suggesting behaviours can also be transmitted through television. 

Bandura says there are 3 factors that amplify these effects: 1. Attentional processes 2. Role models and social learning 3. Retention processes 

Bandura argues that television and film products are rich with violent content meaning it’s effects are widespread. He described it as an “endemic within the media.” He also argued that the media uses conflict too quickly to produce “cheap thrills” in stories and that producers continuously intensify violent content within their products as a means as poaching their competitors’ audiences. This suggests that the media and producers cynically exploit the use of violence to grab the attention of audiences.

This has enhanced my understanding of this concept as it has shown me examples, evidence and also opposing opinions to help me grasp what Bandura was theorising about. 

Shelter Advert

https://www.google.com/search?q=shelter+advert&ie=UTF-8&oe=UTF-8&hl=en-gb&client=safari#fpstate=ive&vld=cid:64693211,vid:UDHzRSCcb7A,st:0 

Shelter advert Christmas 2025:

I chose this advert because it is very recent and reflects the current housing crisis in our country today using a non-typical family to represent this. For example the ad only showcases a young boy and his mum which opposes to the typical housing advert which would display a nuclear family, or a child with both parents. This is important as housing crisis can effect anyone in this country so the representation of who can suffer is important to raise awareness which is the main goal of a charity advertisement. In my opinion it represents a narrative which represents how even the most innocent and seemingly happy people can actually be suffering with housing. This is shown through the child’s performance of dancing and singing around the school, connoting joy. However it quickly becomes contrasted when the kid walks home and we are revealed to a dreary-looking tower block and we are met which the boy suddenly becoming sadder, like a weight has been put on bis shoulders by arriving home, suggesting that no matter how innocent, housing problems affects everyone. The use of a child and a mother may have been used to provoke sadness, sympathy and guilt in the audience making them more likely to donate to the campaign.

This reflects altruism/ pro-social behaviour through the message at the end of the advert that says “no one should face homelessness alone” which shows the charity’s aims to help vulnerable people. This tied on with the prompt “donate today” encouraging donations.

Article from the Media Magazine

Pleasure and Pain- why we need violence in the movies

Summary of what I learnt and how it relates to my studies:

From this article i learned that entertainment gained from witnessing violence is by no means a new phenomenon and that people in the past witnessed gruesome violence but rather in different ways such as in real life e.g executions. The enjoyment lives on today through cinematic means and although not everyone enjoys it and may react by facing away from the television and cringing, violence still prompts a reaction in audiences, and “any reaction according to film makers, is a good reaction.” Also it is perfectly human to react to violence, and it is rather stranger, to have no reaction at all. In addition, whether desirable or not, it is in human nature that humans love to kill things. And when creating movies, film makers want to reflect reality and it would be “senseless for film-makers for film makers to ignore this human condition.” Owen Davey also argues that “films are a form of expression and as many forms of expression are prompted by sorrow and loss, which in many cases, are prompted by violence.” And that we “cannot distinguish between violence and film, because that would mean distinguishing between violence and life.” This is true and I could relate the idea of media products reflecting real life through the “Baby Dove” advert which depicts a mum struggling to control her child in a chaotic and messy kitchen, representing #RealMoms and straying away from the stigma that mums in real life have to be perfect. Owen Davey also argues that although moments of violence in film “may seem justified and wrong” the censorship and suppression of violence may only “delude and and repress the presence of violence in real life,” meaning that shielding ourselves from violence only blinds our view of the world as a whole and does not benefit us as humans in any way. This could be applied to the River Island Ad we have looked at which features Jordan Luce, a disabled man. The representation of a disabled man looking joyful, instead of miserable in a fashion ad is important as it exposes us to the real world and breaks down stigmas of the reality of the life of disabled people. He also argues that violence in films helps us as people be aware of the “full condition of human nature” so that we can be honest and aware about the real world and why violence shouldn't happen as a whole. Reflecting the zeitgeist of the time. Therefore, from this article I have learnt that we  violence in films in order to be exposed to the real world and not be shielded in a bubble, of an overly positive and perfect society.

SHSG Print advert

During making this SHSG advert I learned about using a DSLR camera, learning how to do things such as flash, zoom and even playing around with certain filters from time to time, seeing what would look best.

I learned about how to use certain tools on Photoshop such as inserting images and playing around with fonts trying to find one that suited the professional advert. Playing with these tools really helped me become comfortable with the ad.

I think this advert represents the school as it uses the school colours of dark green and gold and displays its own students to show pride. The use of books shows how SHSG values education.

Super-curricular page

Perfume advert

My target audience is young ABC1 females. Who are the psychographic of the Aspirer. The use of the colour of pink ties into traditional feminity and would be a cultural code associated with young girls. The use of intertextual reference of “Perfume Repeater? Perfume Rememberer” is from the show Lizzie Maguire which many of the target audience would’ve watched growing up and would recognise this. The high-key natural lighting would make people think that this perfume is suitable to wear in a natural setting, this tying in with the tagline “Perfume Rememberer” suggesting to an audience that this product is suitable for everyday wear.