Consider The Impact Of Mass Media On Audience's Behavior With Social Learning Theory

Every territory that people lived is affected by the mass media thoroughly in mass communication age. The mass media condition the cognition of people, at the same time ,still come into being the great effect as one kind of reconstruction force to people,s social behavior. Nowadays the mass media are the most significant means for people to carry on social learning and mold social behavior. And the social behavior demonstration that supplied by the mass media has quite an effect on audience. The effect is great,far-reaching,complex and many-sides .For one thing ,the mass media supply all kinds of"Models"for audience to study by typical character covers; Other side ,there are so many negative messages and behavior demonstrations such as sex and force in the media which affect some audience especially some teenagers mostly. Except for offering the sufficient high opinion to these problems, the most important thing is to find a way to resolve these problems in our ordinary life, to consider how to play the media,s constructive effect and overcome its negative effect. The Social Learning theory supplies a perfect perspective and direction for us to analyze and resolve this issue. This article tries to utilize The Social Learning theory to research the particular action mechanism and different impacts that the mass media affecting on audience, and to find a method to settle actual problems.