ABSTRACT
Research on social cognitive theory spans almost six decades and has offered a framework for progress in the fields of sociology, social psychology, education, public health (e.g., Harden & Greer, 2009; Lent, Brown, & Hackett, 1994), and, of course, communication. Particularly in the field of media effects, the centrality of environmental inputs (such as media) has made social cognitive theory a vital and frequently used tool for communication scholars. A search for social cognitive theory across multiple social science databases yields more than 50,000 mentions. Clearly, neither a single chapter, nor indeed a full book, can adequately cover that breadth of research. Nevertheless, to provide an overview appropriate for students of and scholars in media effects, the current chapter seeks to, first, situate social cognitive theory in its historical context. The idea that we can learn by imitating others has become so ingrained in our public understanding of the learning process that a theory that rests on the very idea of imitation seems obvious, at best. However, the history surrounding the pioneering work of social cognitive theory makes relevant its many later findings. Second, a rather concise explication of the theory will be offered, as more extensive summaries are readily available elsewhere (e.g., Bandura, 2009; Pajares, Prestin, Chen, & Nabi, 2009). Third, relevant research is reviewed, grouped both topically and theoretically. With the latter, focus is placed on the relative distance between specific theoretical linkages as presented by Bandura and the state of the current research vis-à-vis those specifics. Lastly, a call is made to scholars to reinvigorate social cognitive theory as a precise framework for considering human behavioral determinants broadly, and media effects specifically.
