Bandura stated that the media can implant ideas directly into the minds of the audience, and that they are likely to mimic what they consume.

Jenkins, on the other hand, believes that audiences see themselves as participants in relation to media consumption, and can have conversations about or challenge what they see, and can make media themselves as opposed to simply consuming it.

Shirky stated that there is no longer any such thing as a passive audiences, hence the rise in popularity of the internet. Because the internet can hold conversations around different types of media through the likes of social media, products like newspapers, films and magazines are becoming more digital.

Because Bandura conducted his tests in the 1960s, long before the internet existed, he did not have the proof of audiences actively challenging the media, hence why he came to the conclusion that they instead simply consume and allow it to influence their behaviour.