MEDIA EFFECTS: Albert Bandura

• The idea that the media can implant ideas in the mind of the audience directly 
• The idea that audiences acquire attitudes, emotional responses and new styles of conduct through modeling 
• The idea that media representation of transgressive behavior, such as violence or physical aggression, can lead audience members to imitate these form of behavior

BANDURA looks at the way that media texts have a direct influence an it's audience. For instance he argues that violence is prevalent in the media and therefore exposure to this violence in various forms enables us to perceive violence as acceptable way to deal with situations. Bandura called this "MODELLING"  of behavior