<Li> Characters who reject the value (negative role models) </Li> <Li> Characters who have doubts about the value (undecided) </Li> <P> Within this formula there are at least three doubters that represent the demographic group within the target population . One of these doubters will accept the value less than halfway through, the second will accept the value two - thirds of the way through and the third doubter does not accept the value and is seriously punished . This doubter is usually killed . Positive social behaviors are reinforced with rewards and negative social behaviors are reinforced with punishment . At the end of the episode a short epilog done by a recognizable figure summarizes the educational content and within the program viewers are given resources in their community . </P> <P> Through observational learning a model can bring forth new ways of thinking and behaving . With a modeled emotional experience, the observer shows an affinity towards people, places and objects . They dislike what the models do not like and like what the models care about . Television helps contribute to how viewers see their social reality . "Media representations gain influence because people's social constructions of reality depend heavily on what they see, hear and read rather than what they experience directly". Any effort to change beliefs must be directed towards the sociocultural norms and practices at the social system level . Before a drama is developed, extensive research is done through focus groups that represent the different sectors within a culture . Participants are asked what problems in society concern them most and what obstacles they face, giving creators of the drama culturally relevant information to incorporate into the show . </P>

Who posited that deviance is learned through social interaction