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1、MEDIAPSYCHOLOGY,3,265Ð299.Copyright©2001,LawrenceErlbaumAssociates,Inc.THEORETICALINTEGRATIONANDRESEARCHSYNTHESISESSAYSocialCognitiveTheoryofMassCommunicationAlbertBanduraDepartmentofPsychologyStanfordUniversitySocialcognitivetheoryprovidesanagenticconceptualframeworkwith
2、inwhichtoanalyzethedeterminantsandpsychosocialmechanismsthroughwhichsymboliccommunicationinfluenceshumanthought,affectandaction.Communicationssystemsoperatethroughtwopathways.Inthedirectpathway,theypromotechangesbyinforming,enabling,motivating,andguidingparticipants.Inthe
3、sociallymediatedpathway,mediainfluenceslinkparticipantstosocialnetworksandcommunitysettingsthatprovidenaturalincentivesandcontinuedpersonalizedguidance,fordesiredchange.Socialcognitivetheoryanalyzessocialdiffusionofnewstylesofbehaviorintermsofthepsychosocialfactorsgoverni
4、ngtheiracquisitionandadoptionandthesocialnetworksthroughwhichtheyspreadandaresupported.Structuralinterconnectednessprovidespotentialdiffusionpaths;sociocognitivefactorslargelydeterminewhatdiffusesthroughthosepaths.Becauseoftheinfluentialrolethemassmediaplayinsociety,under
5、standingthepsychosocialmechanismsthroughwhichsymboliccommunicationinfluenceshumanthought,affect,andactionisofconsiderableimport.Socialcognitivetheoryprovidesanagenticconceptualframeworkwithinwhichtoexaminethedeterminantsandmechanismsofsucheffects.Humanbehaviorhasoftenbeen
6、explainedintermsofunidirectionalcausation,inwhichbehaviorisshapedandcontrolledeitherbyenvironmentalinfluencesorbyinternaldispositions.SocialcognitivetheoryexplainspsychosocialfunctioningintermsoftriadicreciprocalRequestsforreprintsshouldbesenttoAlbertBandura,DepartmentofP
7、sychology,JordanHall,Building420,StanfordUniversity,Stanford,CA94305Ð2130.E-mail:bandura@psych.stanford.edu266BANDURAcausation(Bandura,1986).Inthistransactionalviewofselfandsociety,personalfactorsintheformofcognitive,affective,andbiologicalevents,behavioralpatterns,andenv
8、ironmentaleventsalloperateasinteractingdeterminantsthatinfluenceeachotherbidirectionally(Fig.1).
