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Communication is often more about what we do than what we say. When it comes to behavioural change we communicate more effectively by living and breathing the behaviour that we want to see in others. Albert Bandura, a leading social psychologist, has spent his entire life proving this.

Bandura proposed that people learn by observation, rather than by taking direct action and being given rewards or punishments. Back in the ’60′s, when he was doing his research with the Bobo doll experiments, his opinion was sidelined but through a lifetime dedicated to proving his theory in every conceivable field he has become the leading proponent of the role of social modelling on human motivation.  His model stresses the importance of cognition and self regulatory/self reflective processes in adaptation and change in human beings.

Bandura’s theory has been used in everything from phobia cures to social transformation.  And it is certainly useful to consider in organisational change and change communication. A pivotal concept is the influence that positive role models have over the behaviour of others; particularly when those role models are considered to be ‘people like us’. This is also highly motivational in application because it essentially gives people control back over their choices concerning behaviour and action. This is highly empowering giving them the self efficacy where they will believe (or come to believe) they have the ability to influence and change things by changing their own behaviour.

Positive role models can be used to overcome established norms and culture and new behaviours, attitudes and beliefs will ensue, which will ultimately result in a tipping point in cultural change. This is by no means recommending a ‘brain wash’ approach, because it is critical that people have a choice in change. However through modelling a variety of behaviours, both good and bad examples, and influencing and rewarding the right behaviour, individuals can find their own path to the end journey.

Certainly Bandura’s theories are useful when applied to the Viral Change approach.  In particular, by sharing the stories of those who have struggled with change and bringing their journey through the process of struggle to successful change to life, others can see that ‘people like me’ have had their own challenges and this encourages them to persevere. This sharing of experiences and journeys instills the belief that people have the efficacy to overcome their own challenges.

Here is a interesting broadcast on BBC Radio 4′s Mind Changers programme talking about the work of Bandura and how his theories and principles are being used in mass communication, such as Radio and TV, to produce society-wide changes based on social modelling and thereby bringing about dramatic changes to global problems.

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