Editing Social learning theory (section)

=== Creating social change with media ===
[[Educational entertainment|Entertainment-education]] in the form of a [[telenovela]] or soap opera can help viewers learn socially desired behaviors in a positive way from models portrayed in these programs.<ref name=bandura2004>{{cite book |last=Bandura |first=A. |year=2004 |chapter=Social Cognitive Theory for Personal and Social Change by Enabling Media |editor1-first=A. |editor1-last=Singhal |editor2-first=M. J. |editor2-last=Cody |editor3-first=E. M. |editor3-last=Rogers |editor4-first=M. |editor4-last=Sabido |series=LEA's communication series |title=Entertainment-education and social change: History, research, and practice |pages=75–96 |publisher=Lawrence Erlbaum Associates |isbn=1-4106-0959-6 }}</ref>  The telenovela format allows the creators to incorporate elements that can bring a desired response.<ref name=singhal1993>{{cite journal |last1=Singhal |first1=A. |last2=Rogers |first2=E. M. |last3=Brown |first3=W. J. |year=1993 |title=Harnessing the potential of entertainment-education telenovelas |journal=Gazene |volume=51 |pages=1–18 |doi=10.1177/001654929305100101 |s2cid=11967642 }}</ref>  These elements may include music, actors, melodrama, props or costumes.<ref name=singhal1993 />  Entertainment education is symbolic modeling and has a formula with three sets of characters with the cultural value that is to be examined is determined ahead of time:
#Characters that support a value (positive role models)
#Characters who reject the value (negative role models)
#Characters who have doubts about the value (undecided)<ref name=singhal1993 />

Within this formula there are at least three doubters that represent the demographic group within the target population.<ref name=singhal1993 />  One of these doubters will accept the value less than halfway through, the second will accept the value two-thirds of the way through and the third doubter does not accept the value and is seriously punished.  This doubter is usually killed.<ref name=singhal1993 /> Positive social behaviors are reinforced with rewards and negative social behaviors are reinforced with punishment. At the end of the episode a short epilogue done by a recognizable figure summarizes the educational content and within the program viewers are given resources in their community.<ref name=bandura2004 />

==== Applications for social change ====

Through observational learning a model can bring forth new ways of thinking and behaving.<ref name=bandura2002>{{cite journal |last=Bandura |first=A. |year=2002 |title=Growing Primacy of Human Agency in Adaptation and Change in the Electronic Era |journal=European Psychologist |volume=7 |issue=1 |pages=2–16 |doi=10.1027//1016-9040.7.1.2 }}</ref>  With a modeled emotional experience, the observer shows an affinity toward people, places and objects.<ref name=bandura2004 />  They dislike what the models do not like and like what the models care about.<ref name=bandura2002 />  Television helps contribute to how viewers see their social reality.<ref name=bandura2004 />  "Media representations gain influence because people's social constructions of reality depend heavily on what they see, hear and read rather than what they experience directly".<ref name=bandura2004 />  Any effort to change beliefs must be directed toward the sociocultural norms and practices at the social system level.<ref name=bandura2004 /> Before a drama is developed, extensive research is done through focus groups that represent the different sectors within a culture.  Participants are asked what problems in society concern them most and what obstacles they face, giving creators of the drama culturally relevant information to incorporate into the show.<ref name=bandura2004 />

The pioneer of entertainment-education is [[Educational television|Miguel Sabido]] a creative writer/producer/director in the 1970s at the Mexican national television system, Televisa.  Sabido spent eight years working on a method that would create social change and is known as the Sabido Method.<ref name=singhal1993 /> He credits [[Albert Bandura]]'s social learning theory, the drama theory of [[Eric Bentley]], [[Carl Jung]]'s theory of archetypes, MacLean's [[triune brain]] theory and Sabido's own soap opera theory for influencing his method.<ref>{{cite journal |last1=Singhal |first1=A. |last2=Obregon |first2=R. |year=1999 |title=Social uses of commercial soap operas: A conversation with Miguel Sabido |journal=Journal of Development Communication |volume=10 |issue=1 |pages=68–77 |pmid=12295321 }}</ref> Sabido's method has been used worldwide to address social issues such as national literacy, population growth and health concerns such as HIV.<ref name=bandura2004 />