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Social cognitive theory, firstly known as social learning theory, was formed during 1960s by a Canadian psychologist Albert Bandura and can short be described in his own words: “Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do. Fortunately, most human behavior is learned observationally through modeling: from observing others one forms an idea of how new behaviors are performed, and on later occasions this coded information serves as a guide for action.”
Basic principles of social cognitive theory were set in eralier works of Julian Rotter1), Neal Miller and John Dollard 2). Bandura’s social learning theory starts from evolved assumption that we can learn by observing others. Key processes during this type of learning are observation, imitation, and modeling which as such involve attention, memory, and motivation.
People learn through observing others’ behavior, attitudes, and outcomes of those behaviors.
This theory therefore outgrows behaviorism as it claims people don't just respond to stimuli, but interpret them as well. They are formed by the outside world and at the same time they form the outside world themselves (“reciprocal determinism”) instead of just being machines modeled by environment. Bandura's theory is therefore often considered a bridge between behaviorist and cognitivist learning perspectives.
Social learning theory has been applied extensively to the understanding of aggression and other behavior modifications, especially through media effects. Bandura also warned that violent TV contents could be leading into a violent reality that is worth fearing.
Bandura, Albert. Social learning theory. Prentice Hall, 1977.
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