Social Cognitive Theory of Mass Communication

Requests for reprints should be sent to Albert Bandura, Department of Psychology,Jordan Hall, Building 420, Stanford University, Stanford, CA94305 2130. Cognitive Theory of Mass CommunicationAlbert BanduraDepartment of PsychologyStanford UniversitySocial Cognitive Theory provides an agentic conceptual framework withinwhich to analyze the determinants and psychosocial mechanisms throughwhich symbolic Communication influences human thought, affect and systems operate through two pathways. In the dire c tpathway, they promote changes by informing, enabling, motivating, andguiding participants. In the socially mediated pathway, media influences linkparticipants to Social networks and community settings that provide naturalincentives and continued personalized guidance, for desired change.

evolved over time. These advanced neural systems specialized for processing, retaining, and using coded information provide the capacity for the very capabilities that are distinctly human: generative symbolization, forethought, evaluative self-regulation, reflective self-consciousness, and symbolic communication.

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