Bandura's social learning theory proposes that audiences learn behaviors through

• A. Economic incentives
• B. Observing others
• C. Genetic predispositions
• D. Direct experience

Answer: (B)

Bandura’s social learning theory says people learn new behaviors by watching models and the outcomes of their actions. This observational or vicarious learning means you can pick up skills and norms just by seeing others do them, paying attention, storing what you saw, and then imitating if you believe you can do it and expect a positive result. In media contexts, audiences often learn what to do or how to act by observing characters and the consequences of their actions, even without trying the behavior themselves.

Economic incentives focus on rewards shaping behavior, which is more about motivation than the act of learning through observation. Genetic predispositions are about inherited traits, not learning processes. Direct experience involves learning by doing yourself, but Bandura emphasizes learning from others’ actions and outcomes rather than through direct personal trial. Therefore, observing others is the best description.