Social Learning

The Social Learning theory is the idea that audiences imitate what is seen through the media. The theory further explains "that viewers imitate what they see on TV through a process known as observational learning"(Media Now, 416). Since individuals can identify with characters in media, we are more likely to justify their behavior. By the justification of behavior, lack of consequences, and glamorization of characters on radio, television, and film viewers are more likely to imitate bad behavior.

The media's effect on individuals is brought forward in the film, Radio Days. The following clip (@2.02 mark) depicts the Rabbi's belief that radio shows had an effect on Joe, influencing him to steal the money from the Jewish National Fund to buy a Masked Avenger ring. The Rabbi's stance that "listening to the radio introduces foolishness and violence," is proven by Joe's behavior. Joe wanted the prized Masked Avenger ring so badly that he would disgrace his rabbi and family by stealing. Joe receives punishment, which is rarely portrayed in media, and he is strayed away from a path of discouraged behavior. Radio Days gives a prime example of social learning and its effect on society.


Sources:
Allen, Woody. Radio Days. Orion Pictures Corporation, 1987.

"Woody Allen's Radio Days Clip IV." 20 June 2009. Online video clip. Youtube. Accessed on 18 September 2010.

Straubhaar, Joseph, Robert LaRose, and Lucinda Davenport. Media Now: Understanding Media, Culture, and Technology. 6th Edition. Wadsworth Publishing, 2009. 608. Print.