COGNITIVE THEORY

The Cognitive Theory was developed by psychologist Albert Bandura. Cognitive Theory attempts to understand / explain human behavior by understanding thought processes. This theory views people as active agents who both influence and are influenced by their environment. 

Children observed people around them behaving in a particular way and imitate the same behavior.

The assumption of Cognitive Theory is that thoughts are the primary determinants of emotions and behaviors. 

A major component of the theory is observational learning - the process of learning desirable and undesirable behaviors by observing others, then reproducing learned behaviors in order to maximize rewards.

Observational learning occurs through four processes:

1. Attentional Processes: Information that is selected for observation in the environment. People may select to imitate real life people or things they observe via media.

2. Retention Processes: Keeping in mind or memorizing the observed information so that it can be recalled and reconstructed later.

3. Production Processes:  What was observed and learnt can now be applied in appropriate situations. The observer may not replicate the exact observation but may modify their behavior as necessary.

4. Motivational Processes: Determines whether the observed behavior results in desired or averse outcomes. If the observed behavior was rewarded, the observer will be motivated to reproduce it later. However if the observed behavior was punished, the observer will be less motivated to reproduce the behavior again. 

Self- Efficacy - When people see others around them succeed, it motivates them to achieve success too. Thus the theory becomes a source of motivation and inspiration.

Social programs that were produced for developing communities on issues such as literacy, family planning, and the status of women have been successful in bringing about positive social change, while demonstrating the relevance and applicability of social cognitive theory to media.

For example, a television show in India was produced to raise women’s status and promote smaller families by embedding these ideas in the show. The show championed gender equality by including characters that positively modeled women’s equality. The show was popular and viewers understood the messages it modeled. These viewers learned that women should have equal rights, should have the freedom to choose how they live their lives, and be able to limit the size of their families. Thus, the cognitive theory has been utilized to make a positive impact through fictional media models.