SOCIAL LEANING THEORY

  Formulated by Albert Bandura at Stanford University,this specifies that mass-media messages give audience members an opportunity to identify with attractive characters that demonstrate behavior,engage emotions,and allow mental rehearsal and modeling of new behavior.The behavior of models in the mass media also offers vicarious reinforcement to motivate audience members adoption of the behavior.  
The theory focus on the significance of modeling and imitation in child's development.In this view,children don only learn by being reinforced,they also learn by watching others.


BY BIKOMBO ANETH