Albert Bandura was a well-known psychologist around the world. He coined the term "Media Effects," which refers to the belief that the media can directly "implant" ideas into the minds of viewers. He also felt that audiences learn attitudes, emotional responses, and new ways of behaving through watching others. The 'Media Consequences' hypothesis of Albert Bandura has been extended to video games and the effects that violent games can have on their users. He felt that media portrayals of transgressive behaviour, such as violence or physical hostility, can influence people to mimic similar behaviours.
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