Educating Film Audience Through Social Cognitive Theory Reciprocal Model

Abstract The aim of this research is to determine the relationship between the reciprocal model factor of the Social Cognitive Theory and the level of film exposure among the audience. 1028 respondents from among adolescent film audience are selected through stratified random sampling. This research employs a cross-sectional survey method through the distribution of questionnaires as research instrument. The data obtained is analysed by using Pearson Correlation test and Multiple Regression test. Research results find that there exists a significant relation between independent and dependent variables. Further, personal and envioronment factors are significant predictive factors of film exposure among the audience.