SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez nos Conditions d’utilisation et notre Politique de confidentialité.
SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
Mental models (beliefs)
Explicit narrative structure
§ Veracity vs. verisimilitude
§ Identity, Self representation
§ Instinct (desire, approach/avoid)
§ Social influence
§ Sense of immersion/transportation
§ Neuroscience -Triune Brain heuristic
§ The primacy of social connection
§ Self-determination theory
§ Social influence
Instinct (Reptilian brain)
Emotion (Paleo-mammalian or
Rational (Neo-mammalian or
THINK OF THE BRAIN IN
THREE PARTS: TRIUNE
The reptilian brain has simple
pain or gain?
It works from what it knows
Makes 95% Of
The primacy of social:
Rutledge translation of
à Can take action
àBelief in ability to
§ Social connection
Six Principles of
§ Restaurant mints & tips - First to give, personalize
§ People want more of what they can get less of -
triggers loss fears
§ People follow lead of authority, i.e. display
credentials, uniform - signals of credibility
§ Ego-consonance – asking for small commitment so
follow on asks are consistent
§ We say yes to those we like: similarity,
complimentary, shared goals
§ Led by actions of others
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.
director, cast, history,
Cognitive acknowledgement: Sequel is
finally here. Dream come true.Emotional engagment:
So excited it’s coming.
Reminisce old movie
Recall and recycle old jokes:
Meow, liter of cola, Maple syrup,
etc. Express desire to
see; make plans
Pathway to affiliation &
• 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
• This is common in cult films as jokes
become catch phrases re friends.
Humor and the
§ 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
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
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.
Media type influenced the count and
emotional expression of audience
responses. Anticipation and affection
§ Transmedia Storytelling Structure
§ Are there distinct structures in transmedia storytelling that facilitate intratextual
§ 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?
§ How does social media facilitate the grieving process?
§ Does sharing meaning moments on Instagram increase savoring and well being?
§ 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
§ How does narrative form the foundation of communication across all media