Social Learning Theory and Mass Communication (Kevin O’ Rorke): A Reaction

Personally, I would say that media, indeed has something to say in influencing one’s behavior and cognitive aspect. Since it is used everywhere, it can’t be denied that it has affect a large number of people world wide whether it is broadcast, print media or online media. The ability of the media to reach a wide audience and to convey an influential message enables it to cause a great impact on the human behavior.

Media’s effect is mainly evident with different cases of crimes, violence, and vices, especially those which are committed by youth. They do what other people seem to enjoy. Movies and even music videos, for instance, more likely inspire teen-agers to try smoking or drinking. They think that doing this so would likely make them cool as what they perceived on their idol celebrities or actors and actresses. Movies and music videos are not just the types that also contribute to these effects. There are the commercials, magazines, online media and different television programs that also affect one’s preference towards fashion, language, actions, and even way of thinking. In this condition, children are the one who are more vulnerable and prone to be affected by what they see through media. As what is stated in this journal, it is definitely true that televised violence increases children’s aggressiveness especially if they do not see a punishment about it. However, it does not always follow that one acquires changes in behavior because of what he/she has observed directly from the media. There are also instances that a one imitates behaviors from adults or from other people but these behaviors from these people are likewise copied from what they observed from the media. The line that says, “Children see. Children do” is just an example fitted on this situation. I had viewed a video “Children see. Children do” which shows that children imitate what their parents and other adults are doing and it is really terrible. 
Moreover, I would even say that media, particularly the online if not used appropriately deteriorates a person to think independently. Students, for example, tend to rely solely on online sources where most of the time they just copy what is entirely written there without any analysis or evaluation about it. On the other hand, media has also been useful in expanding and acquiring more knowledge. For example, students use media to refer for a sample about a certain topic and from that they come up with their own concept. They also make forums about their assignments and discussion where they share their ideas through online media (e.g. facebook). Thus, it enhances their cognitive aspect.

It is definitely true that media is full of wonderful and useful things, but it can also affect people negatively. It can change others’ opinions and behaviors.. For children, I would say that parental guidance is really vital during the exposure of children to the media. Mostly children tend to bring to their adulthood what they had grown up. Because of this, I even also hope for more media programs that would show good models especially for children (e.g. Wansapanataym, a program in ABS-CBN before). In the circumstances cited earlier, we must really analyze, evaluate, and reflect first the things we see from the media and from the people around us to determine whether it is wrong or right to follow.