The United States: One Big Skinner's Box.
ARMY WAR COLL CARLISLE BARRACKS PA
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Americans live in a media-oriented society. Mass media, specifically television, are powerful social instruments in influencing human behavior. The process of how attitudes are influenced by the media was examined utilizing the concepts of operant conditioning. Information was obtained from a selected review of the literature related to influencing attitudes, power of mass media and operant conditioning. After describing an attitude in behavioral terms, an analysis was made of the constructs of operant conditioning. The role of the media in behavior change was then examined. A basic assumption was made that attitudes are learned behaviors. Because television can be utilized as an educational medium, it has the potential of influencing behaviors. Author
- Sociology and Law