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Fielding faculty Dr. Pam Rutledge: What I do with media psychology

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Dr. Pam Rutledge: what I do and how I think. Media Psychology PhD program 2018 Summer New Student Orientation. Fielding Graduate University.

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Fielding faculty Dr. Pam Rutledge: What I do with media psychology

  1. 1. FieldingGraduateUniversity 2018 NSO Dr. Pamela Rutledge prutledge@fielding.edu@pamelarutledge
  2. 2. 2| Communications and graphic designer Business school Clinical psychology Media psychology My Journey I got my PhD, so can you!
  3. 3. 3| Publications & Stuff .
  4. 4. 4| Areas of Interest • BrandPsychology • BrandArchetypes • ConstructingandTellingBrandStories • AudienceProfiling • AudienceNeeds&Goals • AudienceArchetypes • CustomerJourney/ExperienceMapping • Audience/Content/PlatformCoherence • TransmediaStorytelling • MotivationofMigration • MaintainingaNarrativeZone • NarrativePersuasion/Presence • Metaphors,emotionsandmeaning • PositivePsychology • Empowermentvs.DeficitMedia Experience • Strengths,resilience&efficacy Where does reality fall short? Where do media & technology support human flourishing?
  5. 5. HOW I THINK
  6. 6. 6| Many Factors Influence Media Experience Mental models (beliefs) Personal relevance Positive emotion Explicit narrative structure § Conflict/Goal § Archetypes/Identification § Veracity vs. verisimilitude Implicit narratives § Identity, Self representation § Agency § Aesthetics § Instinct (desire, approach/avoid) § Emotion § Affiliation § Social influence § Sense of immersion/transportation
  7. 7. 7| Theoretical Foundations § Neuroscience -Triune Brain heuristic § The primacy of social connection § Self-determination theory § Social influence
  8. 8. 8| Instinct (Reptilian brain) Emotion (Paleo-mammalian or limbic system) Rational (Neo-mammalian or neo-cortex) THINK OF THE BRAIN IN THREE PARTS: TRIUNE BRAIN THEORY The reptilian brain has simple criteria: pain or gain? It works from what it knows Reptilian Brain Makes 95% Of All Decisions
  9. 9. 9| The primacy of social: Rutledge translation of Maslow’s Hierarchy http://www.pamelarutledge.com/2011/11/08/social-networks-what-maslow-misses/
  10. 10. 10| Self-Determination Theory Autonomy Mastery Relatedness § Empowerment à Control à Can take action § Self-efficacy àEffective àBelief in ability to meet challenges § Social connection à Affiliation àValidation à Belonging
  11. 11. 11| Cialdini’s Six Principles of Social Influence Reciprocity § Restaurant mints & tips - First to give, personalize Scarcity § People want more of what they can get less of - triggers loss fears Authority § People follow lead of authority, i.e. display credentials, uniform - signals of credibility Consistency § Ego-consonance – asking for small commitment so follow on asks are consistent Liking § We say yes to those we like: similarity, complimentary, shared goals Consensus/Social Proof § Led by actions of others
  13. 13. Data: Twitter 1722 no RT, Facebook 36,913, Instagram 566 [data from Operam] and YouTube.893 [data from Netlytic]. Time period 1/19/2018-1/21/2018. Comparison Movie: I Feel Pretty. Twitter 2744 no RT; Facebook 73,368 Time period: 2/8/2018-2/10/2018. Qualitative Analysis
  14. 14. 16| General familiarity: director, cast, history, funding Cognitive acknowledgement: Sequel is finally here. Dream come true.Emotional engagment: So excited it’s coming. Can’t wait. Engage memory: Reminisce old movie Recall and recycle old jokes: Meow, liter of cola, Maple syrup, etc. Express desire to see; make plans with others Pathway to affiliation & identity Increased Emotion Shows Greater Commitment • Progression amplified by reminiscences, esp. jokes • Sharing in-jokes is a way of signaling fandom and creating affiliation • Recall triggers the earlier emotional attachment, consciously and somatically • This is common in cult films as jokes become catch phrases re friends.
  15. 15. 17| Humor and the Benign Violation Theory § Humor both cognitive and emotional § Triggers dopaminergic reward center § Jokes start with a violation § Our brains are hardwired to notice violations as part of our survival system. § Not all violations are funny § Too scary or real = not funny § Benign = funny § Too benign = boring § Benign = personal relevance, distance, change in interpretation § Evolution = humor signals safety (play vs. attack) and well-being
  16. 16. 18|
  17. 17. 20| ACTIVE RELAXED FRIENDLY & SOCIAL PERSONAL & REFLECTIVE DM BLOGS PINTEREST INSTAGRAM SNAPCHAT TWITTER FACEBOOK YOUTUBE LINKEDIN HOW PLATFORMS AND MEDIA FORMAT MATTER Every platform has a personality that can be mapped onto the psychological dynamics of users needs goals and expectations. Expectations include content type and use style.
  18. 18. 21| ACTIVE RELAXED FRIENDLY & SOCIAL PERSONAL & REFLECTIVE SNAPCHAT ZONE OF INFLUENCE Conceptualizing consumer behavior, needs and goals as a range or zone rather than a specific use allows for the inclusion of use expectations moderated by context, such as temporal factors (time of day, fatigue, etc.), competing opportunities, social influence and personality.
  19. 19. 22| Kingsman 2Analysis Media type influenced the count and emotional expression of audience responses. Anticipation and affection highlights characters. RT STILL IMAGE TEXT VIDEO
  21. 21. 24| Dissertation Topics § Transmedia Storytelling Structure § Are there distinct structures in transmedia storytelling that facilitate intratextual migration? § Brand Narratives in Consumer Products § How do narratives of loved products influence self-narratives § How do brand narratives inform the online Sneaker Culture § Entertainment Narratives & Self § How do entertainment experiences, such as Hamilton, influence perceptions of nationalism and belonging among diverse audiences? § How do African American actors in reality TV influence African Americans’ understanding of social norms? §Social Media § How does social media facilitate the grieving process? §Positive Psychology § Does sharing meaning moments on Instagram increase savoring and well being?
  23. 23. 26| Conceptual Questions § What is “media”? § What are the benefits of applying media psychology? § How do beliefs, biases and assumptions influence how we think about media and technology use and how we approach research? § Is there (or should there be) a distinction between online and offline in how we communicate and make meaning of the world around us? § How does the multisensory nature of media impact perception and use? § How does a globally and socially networked world influence our understanding of others and ourselves? § How do media and technology impact individuals and groups across cultures, socioeconomic status, and geography? § How do different theories of human behavior inform our approach to developing and understanding media applications across diverse environments and populations? § How can media be used effectively and sensitively to achieve socially constructive goals? § How does narrative form the foundation of communication across all media
  24. 24. 27|
  25. 25. 28| Contact Information Dr. Pamela Rutledge prutledge@fielding.edu Skype: pamelarutledge Twitter: @pamelarutledge LinkedIn: www.linkedin.com/in/pamelarutledge