Models & Theories: EPPM, HBM, SCT

Social Cognitive Theory of Mass Communication (Bandura, 2001) 

Abstract: Social cognitive theory provides an agentic conceptual framework within which to analyze the determinants and psychosocial mechanisms through which symbolic communication influences human thought, affect and action. 

Communications systems operate through two pathways. In the dire ct pathway, they promote changes by informing, enabling, motivating, and guiding participants. 커뮤니케이션 시스템은 다이렉트 패쓰 (

In the socially mediated pathway, media influences link participants to social networks and community settings that provide natural incentives and continued personalized guidance, for desired change. 

Social cognitive theory analyzes social diffusion of new styles of behavior in terms of the psychosocial factors governing their acquisition and adoption and the social networks through which they spread and are supported. 

Structural interconnectedness provides potential diffusion paths; sociocognitive factors largely determine what diffuses through those paths.

Bandura에 의해 제안된 이론으로, 사회적 상황에서의 학습은 환경, 개인 변인과 행동 간의 삼원적 상호 작용에 의해 이루어진다는 것이다. 학습에서 중요한 것은 사회적 상황에서 발생하는 모델링과 조금만 노력하면 성공할 수 있다는 학습자의 신념, 즉 지각된 자기 효능감이다.