Theoretical Framework
The study will determine if the student’s immediate environment which is the school has an influence with regards to their perception towards a specific advertisement that depicts a societal issue. To support the study, theories will be used in order to explain well the factors and variables mentioned in the study.
The environment contributes a great influence on the formation of an individual’s cognitive and affective dispositions. To put emphasis on the role of environment in a person’s life, a study by Enoc used the Social Learning Theory by Carl Hovland which states that an idea constantly communicated to an individual will result to “attitude change” or learning (Enoc, 1999). The frequent exposure of these ideas and values being taught within the person’s realm of social consciousness will have an influence on his/her perception towards the environment.
In addition, Bandura and Walters expanded this theory by considering the principle of observational learning. This principle explains that a person learns certain values from mere observation of the actions and behaviors of the people around (Bandura, 1997). This theory supports the idea that the social environment which includes the people can affect the person’s attitude and actions.
Two persons who come from the same environment are most likely to develop the same perception towards a specific idea compared to two persons who come from different type of environment. This can be proven by the Individual Difference Theory formulated by Severin and Tankard (1992). The theory says that the people’s response on the information presented by the media varies due to the “individual’s own set of experiences, needs and personality structures”. In relation to the study, students from different type of schools may show different perceptions toward the advertisement considering the differences in the environment in which the students are exposed.
Figure 1 shows the systematic flow of the study. The diagram starts with the first variable which is the environment because the study presumes that this variable affects the student’s perception towards the tv commercial. This is supported by the Social Learning Theory as stated above. On the other hand, the students’ response towards the advertisement varies due to their differences not only in their social environment but also to their own set of experiences and beliefs. This is described in Severin and Tankard’s Individual Difference Theory.
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