Healthy Eating Promotion Among Parents - Research Paper Example

Healthy Eating Promotion among Parents Qualitative Research of Bandura`s Social Cognitive Theory By Before applying Social Cognitive Theory toactual research it is crucial to learn about it deeper from different perspectives. Social Cognitive Theory was elaborated by the well-known professor of Stanford University Albert Bandura. It was created in the mid 1980s and since then was widely used in psychology, sociology, media studies, and marketing as one of the most influential theories explaining people`s behavior. Social cognitive theory regards people as proactive, developing and adapting organisms functioning within society. The independence of one`s behavior is rather limited with most people being influenced and shaped by the environment. These facts were known before Bandura but he was the first who paid attention to observation as one of the most influential factors of modeling one`s behavior. Bandura suggested that individuals are embedded within social systems being producers of the social constructs as well as producing social constructs themselves (Bandura, 1981). In other words, people are prone to observe the behavior of others (how certain actions lead to certain positive or negative consequences in particular). Bandura said about the plasticity of human character and defined that plasticity does not mean complete absence of structure and natural instincts. Plasticity is the possibility to adapt one`s behavior to the needs environment. Bandura then developed this concept and basing on the investigation of aggression of children formulated the theory which states that people tend to imitate behavior of other. Every observed behaviour pattern influences human cognition to such an extent that the person can alternate his/her own behavior. Bandura conducted a number of experiments involving children to test their level of aggression after observing aggression in real life and through media. The experiment was called “Bobo Doll Behavior: A Study of Aggression”. It was determined that those kids who observed aggressive and violent behavior were more prone to learn and imitate it in real life. So basically, children have adjusted their behavior patterns to the one observed (Bandura, 1993). However, the author of the theory emphasized that for real application of a social cognitive theory several conditions must be followed. First of all, the observant must pay attention to a particular behavior pattern and its components. Secondly, a person must be able to interpret that behavior pattern and shape it into comprehensible symbol and then use this symbol by reenacting it in particular situation. Each behavior pattern can be regarded either as positive or negative and the following reinforcement should follow: positive (reward) in case of positive behavior and negative (punishment) in case of negative behavior. Each behavior pattern must be accompanied by certain response from the environment and this feedback should serve as the basis for using this behavior pattern further. Motivation factor must also be taken into consideration as motivation is the thing that influences person`s choice depending on the reinforcement (Bandura, 2002). Another important factor of implementing a social cognitive theory is self-efficacy of a personality. People are prone to regard themselves in terms of mastering a specific skill. Bandura places a special accent of this concept and defines it “the belief in one’s capabilities to organize and execute the courses of action required to manage prospective situations” (Bandura, 1990). Bandura defines self-efficacy is a crucial skill for a person`s survival: this trait of character helps a person to try and acquire new skills and survive through disappointments faster and more effectively. People whose self-efficacy is not sufficient are prone to fail challenging tasks or refuse from them generally. It is directly connected to social cognitive theory because people with high self-efficacy implement behavior patterns observed in others more effectively. Despite the fact that social cognitive theory is often regarded in its negative perspective ( for some reason people are prone to imitate aggressive behavior more voluntarily for instance than the behavior that presupposes compassion) social cognitive theory can be utilized for changing the model of behavior of the whole society in many positive aspects. Bandura himself underlined that accurate and effective utilization of media can lead to fruitful results in people`s behavior connected with healthy lifestyle. In 2004 Albert Bandura wrote his famous work “Health Promotion by Social Cognitive Means” in which he emphasized that it is possible to minimize the quantity of medical interventions in human health with the help of healthy habits and healthy lifestyle promotion. It is possible to take some load from medical system and fight numerous health problems naturally. Bandura also acknowledged the fact the usage of innovative technologies is crucial for positive behavior pattern promotion and had big hopes concerning the Internet (Bandura, 2004). He also emphasized the necessity of self-efficiency improvement tools utilization because only people with high self-sufficiency will be able to make real personal changes and maintain new useful habits for a long time (Bandura, 2004). Bandura explained in his work how drama series can become effective tools in imposing right behaviour patterns to people and exemplified his suggestion with the results of the experiment form Tansania. In the following country the problem of contraception was very urgent due to high level of abortions and HIV. Having compared the results of two parts of the country it was determined that those people who were exposed to serial dramas promoting contraception and family planning were much more likely to refer to the clinics for professional consulting than those who were not (Bandura, 2004). Bandura often emphasized in his works that habits which are created in childhood and teenage years are the most stable and the most difficult to overcome that is why promoting healthy lifestyle from early age is crucial for society (Bandura, 2004). Bandura underlined the urgency of implementing health programs for children which would compose of 4 components. “The first component is informational. It informs children of the health risks and benefits of different lifestyle habits. The second component develops the social and self-management skills for translating informed concerns into effective preventive practices. The third component builds a resilient sense of efficacy to support the exercise of control in the face of difficulties and setbacks that inevitably arise. The final component enlists and creates social supports for desired personal changes” (Bandura, 2004). So presumably if people with high efficacy, meaning that they are able to perform challenging tasks, imitate other people`s behavior to which they are exposed to they will learn something positive from it. Despite the fact that children are often considered the most proactive learners (they naturally copy adults` behavior) adults are also very effective in social learning with the help of media. Advertisement companies are using this principle when inviting celebrities to advertise certain products and making product placements. Bandura himself suggested that directed and effective application of social cognition theory through media can bring fruitful results and solve numerous problems of society. Though it seems easier to trace the effectiveness of social cognitive theory in children I will apply social cognition theory to adults` ability to learn healthy lifestyle through media. Examining how the behavior of adult consumers in terms of eating can change under the influence of short video films dedicated to the benefits of healthy nutrition and healthy food preparation. It is not a novelty that present young generation of Americans is suffering from excessive weight and obesity due to distorted food consumption habits. It is also noteworthy that the main responsibility for children obesity lies on the shoulders of their parents. Many American parents pay little attention to healthy food preparation and consumption and substitute home dinners with eating out and half-made food from supermarkets. Research In the following research 20 mothers of children from primary school were offered to watch a set of short informative documentary films explaining the causes of obesity, promoting and demonstrating the implementation of healthy lifestyle and teaching healthy eating with the help of easy recipes. The documentary films were entertaining and educational at the same time and their informal style made viewers interested. Moreover, the receipts of one of the most influential chef of the world who promotes healthy nutrition and teaches quick, easy and affordable receipts were also included in the documentary films. Moreover, the receipts of healthy and nutritious school lunches were demonstrated in the films. It was decided to trace how the behavior of adults can change under condition of observation of positive patterns and how it can affect the behaviour of children. The movies were created for adults in particular but it was recommended to watch the films in a company of children. Participants Participants were recruited with the help of advertisement in one of the primary schools. The advertisement offered young mothers and fathers to study about healthy nutrition and cooking with the help of short documentary films. The Results The results of the research were gathered with the help of questionnaires. The participants were asked to mark the qualitative changes of their lifestyle after watching the documentary. It was important to find out whether the participants started paying more attention to the daily meal, whether they decided to change their eating habits and to which extent and if they started experimenting with receipts offered by the chef in the documentary. It turned out that more than 56% of respondents changed their perception of nutrition and started cooking home meal more often and be more attentive to the choice of the products. 43% refused from going to fast food restaurants and from buying ready-to-cook foods for their families. 26% of respondents marked that they started using the receipts offered by the chef in the documentary and substituted school lunches of their children with healthier and more nutritious equivalents. 76% of participants marked that eating healthy and useful food turned out to be easier than they thought and that they would like to learn this information earlier. Almost 89% of respondents confirmed that the documentary was effective for them and that their new approach of nutrition was noticed by their family members and children who agreed to eat healthier food imitating their parents`new habits and preferences. Thus, the research gave very fruitful results as it was determined that making changes in such a stable sphere of human reality as eating is rather easy if to find actual and interesting information and letting people to observe behavior of others with the help of media. Bandura`s social cognitive theory proves that people do learn by imitating positive behavior of others is they have self-efficiency and motivation to do it. In this research the motivation was the wellbeing and health of children. References Bandura, A., Ross, D., Ross, S. (1963). Imitation of film-mediated aggressive models. Journal of Abnormal and Social Psychology, 66. Bandura, A., (1986). Social foundations of thought and action: a social cognitive theory. Englewood Cliffs, N.J.: Prentice-Hall. Bandura, A. (2004) Health Promotion by Social Cognitive Means, Health Education & Behavior, Vol. 31 (2): 143-164 Bandura, A. (1990). Self-efficacy in changing societies. Cambridge; New York: Cambridge University Press. Bandura, A. (2002). Social cognitive theory of mass communication. In J. Bryant & M. B. Oliver (Eds.), Media Effects: Advances in Theory and Research (pp. 94-124). New York, NY: Routledge. Read More