Media Theory: Entertainment Education and Social Learning Theory (W7-P3) Fa18

Entertainment education is based on a variety of theoretical frameworks.  One of those is Albert Bandura's social learning theory.




If you are interested, I would also suggest this video for some more background on Bandura and social learning theory.


Below is another example of entertainment education.  Tim Reid, noted Norfolk State University alumnus and actor/director/producer, and NSU students (Maryna Kariuk and Shimira Cole) were involved in the making of "Hear My Son".  How exactly is this an example of entertainment education?  How is social learning theory relevant here?


Hear My Son from Legacy Media Institute on Vimeo.


One of the key originators of the entertainment education concept is Miguel Sabido.  He used entertainment education strategies in television, specifically soap operas in Mexico and other countries.

Sabido developed a theory for the construction of successful entertainment education projects.  It was perhaps more a meta-theory in that it brought together a variety of theories from a variety of fields into one meta-theory.

One theory that Sabido drew upon was that of Bandura's social learning theory. Two key concepts in social learning theory are imitation and identification.

imitation: "The direct reproduction of observed behavior" (Baran & Davis, p. 170).

identification: "A special form of imitation that springs from wanting to be and trying to be like an observed model relative to some broader characteristics or qualities" (Baran & Davis, p. 170).

Do you see how Bandura's concepts of imitation and identification fit in the videos above?

If you were to create a development communication project that was entertainment education media project, how would you use social learning theory and the other theories used in E-E?





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