Albert Bandura

Albert Bandura is a media theorist on audience. He states the idea that the media can implant ideas in the mind of the audience directly. He also states the idea that audiences acquire attitudes, emotional responses and new styles of conduct through modelling. He also says that media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour.
Bandura looks at the way that media texts have a direct influence on its audience. For instance, he argues that violence is prevalent in the media and therefore, exposure in this violence in various forms enables us to perceive violence as an acceptable way to deal with situation. Bandura calls this 'modelling' behaviour.
Children see... children do.
Believed in the concept that children will imitate behaviour they see in real life experiences or on the media. - shown in the experiment 'bobo doll'.