IIARD International Institute of Academic Research and Development

RESEARCH JOURNAL OF MASS COMMUNICATION AND INFORMATION TECHNOLOGY (RJMCIT )

E-ISSN 2545-529X
P-ISSN 2695-2475
VOL. 10 NO. 3 2024
DOI: https://doi.org/10.56201/rjmcit.v10.no3.2024.pg84.98

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Selectivity Concept and Observational Learning: Illumination from Neurobiological Notions of Communication

EKE Chigozi,

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Abstract

The systematic review was to ascertain the selectivity concept and observational learning: illumination from neurobiological notions of communication. The aim was to streamline all existing evidence on the selectivity concept and observational learning as illuminations from neurobiological notions of communication; contextualise the content with a view of finding out the illumination in all aspects of the neurobiological process and to cast the beam wide for contribution to the overall understanding of the communication in the society at large. The secondary qualitative was adopted for gathering and analysing data for this work. The review finds out that, selectivity concept is an illumination from the neurobiological notions of communication as it pays deep attention to process in which messages can and cannot have effects into influence of individual differences and group affiliation in shaping media influence and attention to selective processes which help to clarify how individual process information. Also, observational learning is illumination from the neurobiological notion of communication, the learning from observation of the environment, or social cognitions is the basic of social cognitive theory hence, the reciprocal determinism, behaviour, cognitive, biological and other personal factors, and environmental events all operate as interacting determinants that influence each other bidirectional. Based on these findings, it was concluded that contemporary thinking on selectivity concept ties retention to the level of importance that recalled phenomenon holds for individuals. Keeping in mind that these processes are not discrete, you cannot retain that to which you have

keywords:

Selectivity concepts, Observational learning, Illuminations, Neurobiological notions,

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