Bandura’s mass-communication theory examines symbolic learning through direct and socially mediated pathways. Attention, retention, production capability, motivation, and self-efficacy shape adoption, while social settings provide support and opportunity. The framework links media influence with sustained practice rather than treating exposure as automatic imitation or efficacy as the whole theory.
- FamilyModel
- Category of its source unitConcepts & Constructs
- DomainMedia, Publics & Society
What these mean
Editorial orientation · Family
Model
In this series, Model names the editorial family primarily used to understand and explain communication: theories, frameworks, effects, traditions, principles and other conceptual resources. It is an umbrella for a route into the field, not a claim that every included object is a predictive model.
Editorial orientation · Category
Concepts & Constructs
Delimits an entity, property, relation or condition relevant to understanding communication. Its principal contribution is to clarify what something means, which features constitute it, and how to recognize or distinguish it.