The author conducted a case study for analysis of the Boy Scouts of America's (BSA) "Youth Protection" campaign, a social action campaign, developed to increase awareness and educate members on how to prevent, identify, and deal with child sexual abuse (Scoutmaster Handbook, 1990; "Unacceptables Relevancy Program," 1985).The author looked for evidence of Bandura's social cognitive theory in the campaign by identifying the following elements of the theory: observational learning, modeling, enactive learning, and symbols, in campaign artifacts (Bandura, 1977).The author sought to suggest the use of Bandura's social cognitive theory in the formative research of social action campaigns and to help public relations planners in nonprofit organizations in understanding how social action campaign messages incorporating Bandura's social cognitive theory could be presented and transmitted.Procedures began with an examination of BSA organizational and "Youth Protection" campaign artifacts, supplemented by an interview with Lawrence Potts, Administrative Group Director of the BSA, who was responsible for the development of the campaign, followed by an analysis of the campaign for evidence of Bandura's social cognitive theory.The author followed Miles and Huberman's (1994) guidelines for addressing reliability and validity.The following elements of Bandura's social cognitive theory: observational learning, modeling, enactive learning, and symbols were evident in the campaign. Observational learning, modeling, and imaginal symbols were seen in two of the videos. Enactive learning was identified in a booklet. Verbal symbols were seen in various campaign artifacts. No single artifact was identified as containing all of the elements of the theory. Campaign artifacts targeted to youth contained the most elements. Symbols were identified in all artifacts targeted to youth but only the videos showed observational learning and modeling.The author's recommendations for improving the campaign would be to use observational learning, modeling, and enactive learning for encouraging the desired behaviors and skills of the volunteer leaders and parents, in a similar way these elements were part of the artifacts targeted to youth.Campaign artifacts targeted to volunteer leaders and parents provided a great deal of information about child sexual abuse, but often the information was only stated or printed, rather than coded into verbal or imaginal symbols and demonstrated through observational learning, modeling, or enactive learning. The author would also recommend verbal and imaginal symbols be used to help volunteer leaders and parents remember information about child sexual abuse.The boys serving as models in two of the videos only appeared in these artifacts. The author would further recommend these models be used in all campaign artifacts targeted to youth.Limitations of the study included the legitimacy of qualitative research, that the study may not be considered a case study in the strictest sense, and that BSA campaign planners did not intentionally incorporate elements of Bandura's social cognitive theory in their "Youth Protection" campaign, although elements of the theory were identified in campaign artifacts.Further research on the BSA's "Youth Protection" campaign should be to evaluate its effectiveness. / Department of Journalism
| Identifer | oai:union.ndltd.org:BSU/oai:cardinalscholar.bsu.edu:handle/185159 |
| Date | January 1995 |
| Creators | Johnston, Corinne E. |
| Contributors | Ball State University. Dept. of Journalism., McDonald, Becky A. |
| Source Sets | Ball State University |
| Detected Language | English |
| Format | iv, 127 leaves ; 28 cm. |
| Source | Virtual Press |
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