Bandura

Albert Bandura is considered the most important representative of the social cognitive learning theory along with Rotter and Mischel. His various principles include learning through direct experience and observational learning which he regards as the most significant role in acquiring behavior. In this essay, I will discuss the strengths and weaknesses with regards to his theory of observational learning and thereafter how certain visual media platforms can use these principles to encourage more group contact and promote more positive group relations within South Africa.
He believes that the person, the situation and the person’s behavior are in continuous interaction. According to Bandura, observational learning is that behavior which is learned by observing others. He also believes that it’s impossible that behavior could be learnt without the mediation of social influences such as verbal instructions and practical demonstrations. When discussing this type of learning, we need to consider the different role players that take place. The most important figures in observational learning is the model (the person, book or film) whose behavior is being observed, the observer (the person who observes someone else’s behavior) and lastly the reinforcement agent (the person who rewards or punishes the models behavior). Another main term is when the models behavior is reinforced and the observer learns the behavior, which is known as vicarious reinforcement. The behavior of the model in this case is the known as “modeling” and the behavior of the observer is known as “imitation”. The term counter imitation refers to situations where the observers do the opposite of what they have observed in the model, which could result from vicarious punishment (observer sees the model being punished). For observational learning to take place, it is essential that the observer pays attention to the model, remembers the behavior of the model and thereafter reproduces the behavior seen.
There are also various factors influencing observational learning. Firstly, the nature of the modeled behavior is taken into consideration, because the nature of the behavior influences the attention, retention and reproduction, which we discussed above. New, unknown and captivating behavior attracts the attention of observes and is therefore more easily learnt. Secondly, the characteristics of the model is influential, as the behavior of a “high status” model, or a model that is similar to the observer, is more likely to be reproduced than that of a low status or dissimilar model. Thirdly, the characteristics of the observer have to be taken into account too. Personality of the observer influences the choice of models, which behavior will hold the observers attention, which will be retained and which will be reproduced. Fourthly, the result of the models behavior such as vicarious outcomes is the most studied aspect of observational learning. Vicarious outcomes is the reinforcement or punishment of the models behavior, but of course vicarious rewards will usually lead to behavior imitation and punishment will lead to counter-imitation. The observer judges the outcome of the models behavior to previous experience and this relative outcome is an important determinant of whether the observer will reproduce the behavior or not. Lastly, observational learning is also influenced by the degree to which an individual has confidence in their ability to reproduce the behavior, which is also known as self-efficacy.
We can move onto the strengths and weaknesses of this theory. If we consider the strengths firstly, we can say he added cognition into behaviorism such as beliefs, as opposed to skinner. The findings of vicarious reinforcement proved true, as with the experiment of the boho doll. The child would watch an adult bash and play aggressively with the boho doll. Afterwards, the child would repeat the same actions as he/ she had been shown as long as the model was not punished. This gives an accurate picture that clearly children and adults do learn from observation. Another strength is that many acts of aggression were a result of violent TV shows and video games i.e. CSI and grand theft auto. On the other hand, this theory cannot explain why some children do watch these violent TV programmes but do not act out of aggression as they see. This can be considered as a weakness, together along with the fact that there are some naturally aggressive people even if they play violent video games. This therefore defies the concept of observational learning. A disadvantage could also be that poor role models demonstrate poor behavior i.e. if a child witnesses a parents abusive behavior, then they will also be at risk of becoming abusive themselves. In many cases TV is a source of behavior modeling and this can result in children being more violent, therefore undesired models may reinforce behavior. Observational learning ignores individual’s physical and psychological limitations, which can affect how learners will react as well as their ability to retain and repeat certain behaviors. The strength would be that if a child observes positive behavior then they would react in the same way, given the right environment any behavior can be changed. Therefore the strengths and weaknesses of observation all depend on the models behavior.
Children often imitate behaviors they see in the media, particularly when they attend to the behavior, strongly identify with characters, and have opportunities to engage in the behavior in real life. Children also learn specific strategies, problem solving approaches and attitudes through observation. For instance, if they observe the prime minister solving problems in a specific way, they will remember it and do so when problem solving arises. Positive social media messages are helping to improve social issues such as weight, diet, hypertension, high cholesterol and lack of exercise for example. Increased public awareness and understanding through media can help lead to positive behavior. The media also shows a wide range of cultures and therefore more South Africans will be able to interact with various different people as being observed in the media. The media is very assertive in their aids awareness campaigns, which will teach kids that aid affected people are no different to anyone else. In this respect they will show a sense of caring and love towards the HIV person rather than discriminating. When watching these TV programs, children can see what did and didn’t work; this relates to vicarious reinforcement and punishment. Various sports media, such as soccer and rugby games, encourage a united South Africa in that everyone unites together to watch and support their team regardless of race or nationality. This could also encourage children to participate in sports at school in order to live an active healthy lifestyle and at the same time making friends who share the same interests as them.
Therefore, Bandura can be seen as an important aspect with regards to the social cognitive learning theory. His contribution to observational learning has proved to be true not only in his time, but also in today’s society too. There are various strengths and weaknesses with regards to his theory, but they both depend on the models behavior. The media is also very influential with observational learning and can teach us how to see our lives in a more positive way as well as building more intergroup relations between various South Africans.