ADDICTION: Social - The Role of the Media A01

Question 1

Social Learning Theory Application to addiction (MEDIA)

Answer 1

Celebrities / the characters they play act as role models

→ If an individual’s role model (favourite character) in a TV show is seen smoking while being portrayed as rich / powerful (vicarious reinforcement); an individual may engage in addictive behaviour

Question 2

Media Portrayal of Addiction

Answer 2

Exposure to addiction

Vicarious Reinforcement

Question 3

Addiction: Media - Exposure to addiction

Answer 3

Alcohol use was seen in 86% of popular UK films & 40% of TV programmes

Question 4

Addiction: Media - Vicarious Reinforcement

Answer 4

Addictive behaviours are shown frequently in media and are often portrayed in a positive light
→ Addictions tended to be portrayed positively and without any negative consequences (vicarious reinforcement)

Question 5

Addiction: Media - Wellmen et al.

Answer 5

The exposure to marketing and media promoting smoking increased positive attitudes in children and DOUBLED chances of starting to smoke