Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016

This study determines the effect of Social Cognitive approach in developing Pro Sharks ideations among children in a coastal community specifically in Barangay San Juan (Centro), Agdao, Davao City. The study is a quasi-experimental study that was conducted in the field with one group pre-test post-test design. The study is conducted among twenty-eight (28) fishermen's children aged 6-12 years old who were chosen through a purposive non probability sampling. A video which embodies the Social cognitive constructs of vicarious learning and reward experience was employed to check the effects of these variables to the self-efficacy, knowledge, attitude and behavior of the participants after exposure to the intervention. The result of the study conveys that the approach derived different effect to each of the variables. Wilcoxon signed-rank test reveals that the approach significantly increased the knowledge and self-efficacy of the participants, improved their attitude, but significantly decreased their behavioral intention towards sharks. Further, Fisher?s Exact Test reveals that there were no significant relationships between the participants? demographics towards the development of their Pro sharks ideations. The study suggests that the Social Cognitive Theory application might not be deemed as effective and applicable for every context, time, and audience. However, this does not tell us that SCT cannot provide us the agentic theoretical framework that could elicit Pro Sharks ideations, but that there are other factors that could help in the process of eliciting behavioral change. Thus, the result implies that modeling vicarious learning and reward experience may have provided a valid tool for the children, but modification in other important variables in the study should also be exploded in the future to obtain a more effective outcome.