Abstract

AZZI, Roberta Gurgel. Contribuições da Teoria Social Cognitiva para o enfrentamento de questões do cotidiano: o caso da mídia. Psicol. Am. Lat. [online]. 2010, n.20. ISSN 1870-350X.

This article aims to present and discuss contributions of the Social Cognitive Theory ( Albert Bandura) that give support to media initiatives in the field of entertainment-education. The text puts the reader on the joint social cognitive theory and the field of entertainment-education showing that this approach has over 20 years. Then describes a specific project - Taru - developed with support of the theory, though not her own. Taru was the name of the central protagonist of a radio soap opera weekly conveyed in India between February 2002 and February 2003. Thirteen characters were part of the core of the plot that unfolded around Taru, characterized as a study with young, idealistic, intelligent and kind who worked for the empowerment of rural women. Taru in developing the programs functioned as the positive model for gender and caste equality. After information about the project Taru, following clarification of the presence of theory in the design of media programs, and then conclude with general considerations about possibilities of exploring other avenues of interest in themes of Latin America.