Hockenbury Discovering Psychology 5th txtbk

Observational Learning223by creative talent in the country of the intended audience. These serial dramas motivateindividuals to adopt new attitudes and behavior by modeling behaviors thatpromote family health, stable communities, and a sustainable environment. Amongthe most popular radio and television serial dramas:“Ordinary People” Population CommunicationsInternational is a nonprofit groupthat develops television and radio dramaticseries that are based on the principlesof observational learning. This scene isfrom the Chinese television series Bai Xing,which means “Ordinary People.” Set in asmall village on the banks of the YellowRiver in China, this award-winning dramaticseries centers on the experiences ofLüye, a young woman who strugglesagainst the rigidity of traditional beliefsand customs. Among the series’ goals areto show the importance of economic independencefor women and the need toovercome the traditional Chinese preferencefor sons over daughters. In this scene,Lüye is distraught over her impendingmarriage to a man she does not love, andis being comforted by her mother.• Culturally sensitive programs encouraging family planning and reproductivehealth in India, Brazil, and Tanzania• Radio serials aimed at preventing the transmission of HIV/AIDS in Kenya andPeru• An award-winning dramatic series set in a rural Chinese village, starring a youngfemale protagonist, that emphasized the value of female children and economicindependence for womenOne popular series in India focused on motivating villagers to improve sanitation,adopt fuel-conservation practices to reduce pollution, and launch a tree-plantingcampaign (Papa & others, 2000).These long-running programs feature characters with whom the average viewercan easily identify. While the storylines are dramatic, they also reflect everyday challenges.As Bandura (2002) notes, “Seeing people similar to themselves change theirlives for the better not only conveys strategies for how to do it but raises viewers’sense of efficacy that they too can succeed. Viewers come to admire and are inspiredby characters in their likenesses who struggle with difficult obstacles and eventuallyovercome them.”Education-entertainment programs are designed to fulfill the optimal conditionsfor observational learning to occur (Bandura, 2002). The dramatic intensity,highly involving plot lines, and engaging characters ensure that viewers willbecome involved in the dramas and pay attention. To ensure that the modeledmessages are remembered, an epilogue at the conclusion of each episode summarizesthe key points and issues of the episode. To enhance the viewers’ ability tocarry out the modeled behaviors, a variety of support programs and groups areput in place when the series airs. And motivating people to change their behaviorsin line with the modeled behaviors is accomplished by depicting the benefitsof doing so. Research studies have confirmed the highly successful impact ofthese extremely popular dramas (see Singhal & others, 2004; Sood & others,2004).Beyond the effects of media depictions on behavior, observational learning hasbeen applied in a wide variety of settings. The fields of education, vocational andjob training, psychotherapy, and counseling use observational learning to help teachappropriate behaviors.