fei75766_ch17_534-568.indd 563  02/24/20 10:49 AM
Chapter 17    Bandura: Social Cognitive Theory563
school, andevenentire community level, andevaluation oftheprogram showed 
excellent results (e.g., Olweus &Limber, 2010). 
Social Cognitive Theory “Goes Global”
Albert Bandura’s most recent work istaking social cognitive theory inbrave, new
applied directions tofindsolutions toglobal problems suchassoaring population 
growth. Incollaboration withthePopulation Media Center, agroup whobrings 
entertainment-education forsocial change toAfrica, Asia, andLatin America, Ban-
durahashelped toproduce serial dramas thatencourage evidence-based positive 
change behaviors fortelevision andradio audiences tomodel viaobservational 
learning. These mass media productions havebeen shown toimprove viewers’ per-
ceived efficacy todetermine theirfamily size,increase theuseofcontraceptives, 
andpromote thestatus ofwomen infamily, social, andeducational life(Bandura, 
2002c). Newer work inthiscollaborative team isexploring theefficacy ofsimilar 
serial dramas toimprove environmental preservation practices.
Inapresentation hegavetotheBritish Psychological Society in2009 onthis
remarkably effective application ofhiswork, Bandura ended withthefollowing call
toaction: 
Global problems instill asense ofparalysis inpeople. They feelthatthere islittle
theycandotoreduce suchproblems. Themantra ‘think globally, actlocally’ isan
effort tolocalize theglobal. Ourglobal applications increase thescale andscope 
ofsocial cognitive theory inpromoting personal andsocial changes. They illustrate 
howacollective effort, combining theexpertise ofdifferent players, canhavea
worldwide impact onseemingly insurmountable problems. Asasociety, weenjoy 
thebenefits leftbythose before uswhocollectively worked forsocial changes that
improved ourlives. Ourowncollective efficacy willdetermine whether wepasson
ahabitable planet toourgrandchildren andfuture generations. So,asyoubring our
knowledge, andyourpersonal influence tobear, onsaving ourbattered planet: May
theefficacy force bewithyou!(Bandura, 2009, p.506)
Thisexciting newcollaborative work isapowerful illustration ofhowaperson -
alitytheory canframe solutions toglobal social problems. Self-efficacy isclearly a
construct withfar-reaching implications notonlyforourownpersonal lives, butfor
collective action. Given this,itiseasytoseewhyAlbert Bandura’s theory continues 
togenerate theimpressive amount ofresearch andapplication itdoes.
Critique of Bandura
Albert Bandura hasevolved hissocial cognitive theory byacareful balance ofthetwo
principal components oftheory building—innovative speculation andaccurate obser -
vation. Histheoretical speculations haveseldom outdistanced hisdatabuthavebeen 
carefully advanced, onlyonestepinfront ofobservations. Thisscientifically sound 
procedure increases thelikelihood thathishypotheses willyield positive results and
thathistheory willgenerate additional testable hypotheses.
Theusefulness ofBandura’s personality theory, likethatofother theories, 
restsonitsability togenerate research, toofferitself tofalsification, andtoorganize Final PDF to printer