Applying Mass Communication Theory to Bystander Intervention in Bullying

Bystander behavior in bullying has received increasing attention in the literature, but it is seldom grounded in a strong theoretical context and rarely draws from multiple disciplines. The current article proposes how theory in mass communication can aid research efforts seeking to better understand and prevent bullying through bystander intervention. This article first provides an overview of the research on bystanders in bullying and uses Latané and Darley’s (The unresponsive bystander: why doesn’t he help? Prentice Hall, Englewood Cliffs, 1970) classic bystander intervention model as an organizing framework. Next, mass communication theory, with its focus on the strategic use of messaging to affect attitudes and behaviors, is reviewed. Theory and research in communication relevant to the prevention of bullying is then discussed, with particular attention to the bystander intervention model. The article concludes with recommendations for how future research and interventions grounded in communication and psychology may advance our understanding and encouragement of adolescent bystander intervention behavior in bullying.