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ETEC 512 THOUGHT PAPER 1

ETEC 512 Thought Paper 1: Instagram Through the Lens of Social Cognitive Theory and Uses

and Gratifications Theory

Jennifer McAllister

University of British Columbia

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ETEC 512 THOUGHT PAPER 1
ETEC 512 Thought Paper 1: Instagram Through the Lens of Social Cognitive Theory and Uses

and Gratifications Theory

When Instagram launched in 2010, it was a simple platform for sharing and liking photos.

Over the past eight years, it has transformed into a powerful modeling influence whose

characteristics can be paralleled to the principles of Social Cognitive Theory (SCT), as well as

Uses and Gratifications Theory (UGT).

During its evolution, Instagram developed a classification of user known as “influencer”.

Within the context of SCT, influencers can be considered modelling influences, highly skilled at

shaping the thinking, actions and consumer habits of their observational learners, or followers,

through vicarious learning.

Influencers are motivated by symbolic incentives outlined in UGT, which include

monetary incentives, social incentives and status incentives (LaRosa, Mastro & Estin, 2001).

They engage in mass communication to acquire followers, which leads to paid partnerships with

corporations such as Nordstrom’s, Pampers and Volvo. Influencers are in constant search of likes

and engagement, both indicators that their modeling influence is effective. Finally, influencers

reach out to each other for collaborations, in order to reach new audiences and boost status. With

the introduction of Instastories and live video feed, influencers have also been able to utilize

abstract modeling by voicing their thoughts and feelings aloud (Bandura, 2001). Bandura (2012)

would likely argue that influencers could not influence and be influenced simultaneously.

However, in examining the feeds of influencers with the same focus, home design for example, it

is becoming more difficult for followers to distinguish between accounts. Their influence on

each other is causing homogenization.

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ETEC 512 THOUGHT PAPER 1
Followers, or observational learners, are influenced through the symbolic environment of

Instagram (Bandura, 2001). Through vicarious learning and personal agency, followers mimic

behaviours and attitudes strengthened by positive reinforcements (Bandura, 2012).

Although SCT and UGT approach mass communication from different perspectives, in

the case of Instagram, both theories can be used to understand how followers respond to

influencers and how influencers are motivated and motivate each other.

References
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ETEC 512 THOUGHT PAPER 1
Bandura, A. (2001). Social Cognitive Theory of Mass Communication. Media Psychology, 3(3),

265-299. Retrieved from http://cogweb.ucla.edu/crp/Media/Bandura_01.pdf

Bandura, A. (2012). Chapter 17: Social Cognitive Theory. Handbook of Theories of Social

Psychology: Volume 1. 349-374. DOI: 10.4135/9781446249215.n18

Larose, R., & Eastin, M. (2001). Understanding Internet Usage: A Social-Cognitive

Approach to Uses and Gratifications. Social Science Computer Review. 9, 395-413.

DOI:10.1177/089443930101900401