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People react in a similar way to the social and mediated environment. The media can provide models like the real world can (i.e. theory of social learning). There are four general principles through which the mediated environment functions in the social learning theory:AttentionThe models that are given attention depends on contextual factors (e.g. relevance).RetentionThe modelled behaviour is encoded as symbolic representations.ProductionThe representations are translated into behaviour by means of contextual cues.MotivationThe positively enforced behaviour is adopted earlier.Immersion into a story leads to less awareness of the body and immediate surroundings (1) and leads to less inclination to critically think about what we see (2). Parasocial interaction refers to interaction with media figures (e.g. Donald Duck) as if they were real people. A parasocial relationship can be established with repeated interaction. It provides the same psychological benefits as a real relationship but is different from a normal relationship (e.g. no mutual exclusivity). The presence of a parasocial relationship contributes to social facilitation (1), increase in self-disclosure (2), increase in empathy (3) and matching in language (4). There are several differences between the genders in television representation:Number of charactersIn the media, women are underrepresented. Women are overrepresented in advertisements for household and beauty products. In addition to this, women are more often portrayed as lust objects than men. Physical appearanceIn the media, characters are thinner than individuals in the actual population. This especially holds for women. Female characters are often younger than male characters and white women are objectified more than other characters. Attention is called to attractiveness and sexuality for women.Domestic rolesIn the media, women put more emphasis on marriage (1), women have lower-status occupational...
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Quicklinks to fields of study (main tags and taxonomy terms)
Field of study
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