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THEORIES
The Question Authority campaign and curriculum utilizes information gathered from these theories and applies them to the current generation – the Millennial Generation (or Generation Y). Below are the ways that these theories are applicable to Question Authority.
Social Learning Theory (SLT)
The aspects of SLT involve observation, imitation, and social reinforcement. As it pertains to college students and alcohol use, students observe others participate in alcohol-induced binges, parties, and drinking games on television and in movies well before coming to college. Recent research on the media has shown that advertising is the most effective when showing images in the age group immediately above the target audience. Those in middle school will be shown images of “high school” behavior; those in high school will be shown images of “college student” behavior, and so on. These images are meant to show easily malleable youth what they aspire to become. MORE... [ ]
Expectancy Theory (ET)
Expectancy Theory (ET) works in a very similar method to the observation aspect of the SLT. Those in this generation drink alcohol do so because they have positive expectations about the effects of alcohol use, which gives rise to elevated use. These expectations include tension reduction, enhanced sociability, and increased courage (“liquid courage”). One of the main problems with the Millennial generation is that they tend to be very socially awkward and have issues with face-to-face interaction. MORE... [ ]
Primary Socialization Theory
Another theory provided by our readings is the Primary Socialization Theory (PST), which specifically brings into the light the roles of peers and parents. MORE... [ ]
