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Document Type

Book Chapter

Department/Program

Education

Publication Date

9-11-2009

Book Title

Handbook of media processes and effects

Role

Robin L. Nabi, Mary Beth Oliver

Publisher

Sage

City

Thousand Oaks, CA

First Page

283

Last Page

298

Abstract

Bandura’s social cognitive theory is one of the most highly influential and widely celebrated theories in the field of social psychology. Thus, it is no surprise that its influence has extended into multiple fields, including communication and especially the study of media effects. Still, despite the enthusiasm with which media scholars have embraced social cognitive theory, its integration into media research is still in its infancy. The purpose of this chapter is first, to lay out the historical background and basic tenets of social cognitive theory. We will then explore the ways in which media effects scholars have integrated it into their research and consider the ways in which scholars might build on the existing foundation of social cognitive theory-based media research to better illuminate media effects processes and outcomes.

ISBN

978-1412959964

Social Cognitive Theory and Mass Media Effects

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