Page 154 - Media Effects Advances in Theory and Research

6. SOCIAL COGNITIVE THEORY OF MASS COMMUNICATION 143

to vast numbers of people simultaneously through the medium of sym-
bolic modeling. Extraordinary advances in technology of communication
are transforming the nature, reach, speed and loci of human influence
(Bandura, 2001b). These technological developments have radically
altered the social diffusion process. The video system feeding off telecom-
munications satellites has become the dominant vehicle for disseminating
symbolic environments. Social practices are not only being widely dif-
fused within societies, but ideas, values, and styles of conduct are also
being modeled worldwide.
The electronic media are coming to play an increasingly influential role
in transcultural change. Televised modeling is now being used to effect
social change at community and societywide levels (Bandura, 1997;
Sabido, 1981; Singhal & Rogers, 1999; Winett, Leckliter, Chinn, Stahl, &
Love, 1985).
There are three major components of a sociocognitive communications
model for social change. The first component is a theoretical model that
specifies the determinants of psychosocial change and the mechanisms
through which they produce their effects. This knowledge provides the
guiding principles. The second component is a translational and implemen-
tational model that converts theoretical principles into an innovative oper-
ational model by specifying the content, strategies of change, and their
mode of implementation. The third component is a social diffusion model
on how to promote adoption of psychosocial programs in diverse cultural
milieus. It does so by making functional adaptations of the programs to dif-
ferent sociostructural circumstances, providing incentives and enabling
guidance, and enlisting the necessary resources to achieve success.
In applications to the most urgent global problems, this communica-
tions model uses long-running dramatic serials on television or radio as
the vehicle of change. The story lines model family planning, women’s
equality, environmental conservation, AIDS prevention, and a variety of
beneficial life skills. The dramatizations inform, enable, guide, and moti-
vate people to effect personal lifestyle changes and to alter detrimental
societal norms and practices. The dramatizations further assist people in
their efforts at personal and social change by linking them to enabling and
supportive subcommunities and beneficial human services. Over 80
worldwide applications of this creative format in Africa, Asia, and Latin
America are enhancing people’s efficacy to exercise control over their
family lives, raising the status of women to have a say in their reproduc-
tive and social lives, promoting contraceptive methods, lowering the rates
of childbearing, and fostering adoption of AIDS prevention practices
(Bandura, in press; Rogers et al., 1999; Vaughan et al., 2000). The higher
the exposure to the modeled values and lifestyles, the stronger the impact
(Rogers et al., 1999; Westoff & Rodriquez, 1995).