Module 17: Observational Learning



Module 17: Observational Learning

• What is observational learning?

Observational learning = learning by observing (& imitating) others

Vicarious learning = learning by observing the consequences of another’s behavior

Modeling = the process of observing and imitating a specific behavior; the person being observed & imitated is the model

Memes = cultural transmission of fashion, ideas and habits by imitation.

American psychologist, Albert Bandura is the pioneer researcher of observational learning. In his famous “Bobo doll” experiment, kids watched an adult hit and kick a Bobo doll, then they were frustrated & put in a room with a Bobo doll. They imitated the aggressive behavior they had seen, using many of the exact words and actions.

In a follow up experiment, kids watched adults receive either praise punishment or neither after they attacked the Bobo doll. As expected, praise of the model encouraged child aggression & punishment of the model discouraged it.

The initial experiment is an example of OL, the second of VL.

The following 4 conditions need to be met for observational learning:

o Attention: You must be consciously aware of the behaviors of those around you

o Retention: You must remember what you witnessed

o Ability: You must have the ability to reproduce what you’ve seen

o Motivation: You must want to do the behavior

The following things encourage motivation:

o Witnessing desirable consequences to the model following his/her behavior.

o Identifying with the model, i.e., seeing yourself as similar.

o Admiring or liking the model

Advertising makes use of these principles by using likable, admirable models experiencing positive consequences.

• What are some of the real life effects of observational learning?

Prosocial behavior = positive, constructive, helpful behavior

Antisocial behavior = negative, destructive, unhelpful behavior

Columbine copycat threats and intergenerational abuse cycles are examples of antisocial OL. Civil rights leaders and others who usually have had a strong role model in their life are examples of prosocial OL.

You can’t opt out of being a role model. Others will always watch and learn (good & bad) from you. So you have to choose whether you’re going to be a prosocial or antisocial one.

Modeling is most effective when actions and words are consistent. If actions and words are inconsistent, a child learns to model this hypocrisy.

Television: a typical high school graduate has spent more time watching TV than going to school—most of it violent. The average US child has witnessed more than 100,000 violent acts by the time they graduate elementary school, only half of it realistic.

The APA Commission on Violence & Youth concludes:

o Violence on TV correlates with aggressive behavior & acceptance of aggressive attitudes

o Children’s exposure to media violence can have lifelong, harmful effects

o Violence against women and minorities in media increase violence towards women and minorities

o TV programming & commercials affect how we see reality & how we believe others live

Myers: Both correlational and experimental studies link TV viewing of aggression with increased violent behavior. Perhaps, one of the most startling correlational studies: when white South Africans were first introduced to TV, their homicide rate doubled.

Experimental studies show that viewing violence increases aggressive behavior, especially if done by an attractive person who commits justified, realistic violence that goes unpunished and causes no visible pain or harm to the victim (which is largely how TV violence is portrayed). Children aren’t especially good at differentiated fantasy from reality.

Viewing violence:

o Arouses us

o Strengthens violence related ideas

o Erodes inhibitions

o It also has us view the world as more dangerous than it really is

o It desensitizes us to cruelty—we become indifferent to it.

Games role-playing aggression depicts the same results.

The effects of pornography have been similarly researched. Some link the exploding pornography market with the current increase in sexual aggression. 50% of women report some unwanted sexual coercion. Most rates are committed by someone known to the rape victim.

Pornography is linked to:

o Arouses & disinhibits

o Woman’s friendliness seem more sexual, misinterpreting cues

o Feeds the notion of casual sex

o Perpetuates devaluation & submission of women

o Feeds the rape myth, women mean yes when they say no

o Make one’s partner seem less attractive; problems in the bedroom

o Makes sexual aggression seem less serious.

Sexual aggression—not eroticism per se—is linked to increased punitive behavior to women (level of shock study).

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