Social Learning Theory
Madelyn S. Blandford
Donald P. Bellisario College of Communications
COMM 473: Public Relations Campaigns
Professor Renea Nichols
September 17, 2021
ABSTRACT
Throughout the entirety of this paper, the Social Learning Theory will be discussed in greater detail. The Four Meditational Processes of Learning will be described, as they have a large part in the Social Learning Theory. This paper will also cover how this theory can be implemented in the project with FOX Sports and America Scores NY. How Public Relations personnel can use this theory to their advantage will also be described.
INTRODUCTION
The Social Learning Theory is something that is used every day without realizing it. Individuals can learn something new almost every day just by following this theory. Whether it is watching a professor write out a math problem on the board, or watching a mother cook a meal for dinner, behaviors can be retained if there is motivation behind it. This theory can be used in professional settings as well. Research and observation can be done to understand what works best when communicating with an audience. Especially in Public Relations, this theory can be used to more effectively reach the intended audience. Throughout the entirety of this paper, the Social Learning Theory will be discussed in greater detail and how this theory can be implemented in Public Relations tactics.
DESCRIPTION OF THEORY
Albert Bandura, the father of the Social Learning Theory, developed this theory in 1977. It suggests that social behavior is learned by observing and imitating the behavior of others. Since 1977, there have been many assumptions about the Social Learning Theory. One of these being that individuals learn through observation. For example, a mother is teaching her child to walk. She repeatedly shows the baby how she does it, until the baby begins to slowly catch on. The baby begins to walk as he/she has observed their mother’s example. Another assumption that falls under the Social Learning Theory is that reinforcement and punishment can affect the behavior of individuals. Now let’s say that every time this baby comes close to walking, his/her mother gives he/she their favorite snack. The baby will begin to associate following their mother’s behavior as a positive thing and continue to do so. According to Bandura, these assumptions can be broken into four different meditational processes of learning:
- Attention
This stage of the meditational process could arguable be the most important. In order for certain behaviors to be learned, it must capture one’s attention. Back to the mother and child example. If the mother is performing action that does not grab the baby’s attention, the baby is less likely to learn this behavior. That is why individuals are constantly finding interesting ways to help children learn… it has to grab their attention.
- Retention
In this stage, the behavior that is attempting to be taught must be memorable. The child may be able to notice if their mother is performing an action, but it is important to instill a memory associated with the behavior. For the action/behavior to be learned, it has to become a memory so that it can be performed at a later date.
- Reproduction
This stage immediately follows retention. Reproduction is where the retention of the behavior is performed. Because of the memory formed when learning, it can now be reproduced. Obviously, there are some limitations to this. All individuals are not capable of doing all of the same things.
- Motivation
The behavior being learned has the potential to be reproduced, but it depends on if the individual has the motivation to do so. This is where positive and negative reinforcement play a role. If the behavior is associated with something positive, like giving a baby their favorite snack, they behavior will continue to be performed. If the behavior is associated with something negative, like a tap on a baby’s behind, the behavior will not be performed.
APPLICATION IN PR – FOX SPORTS
Specifically, for the COMM473 FOX Sports project, the Social Learning Theory can be used to my advantage. As mentioned earlier, this theory suggests that we learn by observing others. I will research other companies similar to this one to gain a better understanding of how to effectively communicate with an audience this size. By observing other companies, I will be able to learn what works, and what does not for my project. Furthermore, by observing America Scores NY website, social channels, and videos, I can enhance my knowledge on the topic. In doing this, I will have retained information that can help me with this project, as well as my future endeavors.
CONCLUSION
In conclusion, the Social Learning Theory plays a larger role in day-to-day life than it may seem. Albert Bandura found this to be true through multiple studies of observing human behavior. Using this theory in the field of Public Relations can greatly benefit certain companies. In observing the behavior of humans, it will allow PR personnel to understand what works for their brand, and what may not. It will also allow for more effective, meaningful communication between the company and the public. The Social Learning Theory is the attention required towards a behavior, the retention of said behavior, reproducing the behavior, and the motivation behind the entire situation. Without the discovery of this theory, learning could actually be very difficult.
REFERENCES
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Mcleod, S. (2016, February). Albert Bandura’s social learning theory. Albert Bandura’s Social Learning Theory | Simply Psychology. Retrieved September 16, 2021, from https://www.simplypsychology.org/bandura.html.
Team, G. T. E. (2011, November 11). Albert bandura. Biography. Retrieved September 16, 2021, from https://www.goodtherapy.org/famous-psychologists/albert-bandura.html.
What is social learning (& how to apply it in the workplace). Growth Engineering. (2021, August 10). Retrieved September 16, 2021, from https://www.growthengineering.co.uk/what-is-social-learning-why-do-we-love-it/.