Social Cognitive Theory of Mass Communication

The Social Cognitive Theory of Mass Communication suggests that people learn and shape their behaviors by observing others, especially through media like TV, social media, or films. When individuals see certain actions being rewarded or punished, they may imitate or avoid those behaviors. Media not only reflects society but also influences opinions, attitudes, and habits. This theory emphasizes the active role viewers play in interpreting messages, highlighting that our understanding and actions are shaped by the models we observe and the context in which we see them.