Media Effects – Bandura

The media can influence people directly – human values, judgement and conduct can be altered directly by media modelling. Empirical evidence best supports direct influence rather than the alternative models of media effects: two-step flow, agenda-setting, no effects, or the media reflecting existing attitudes and behaviour. Media representations of aggressive or violent behaviour can lead to imitation. The media may influence directly or by social networks, so people can be influenced by media messages without being exposed to them. Different media have different effects. The ‘new’ media offer opportunities for self-directedness.