Through empathy to humor: creating content to engage students without being naff
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Presentation delivered by Tracy Playle, CEO, Pickle Jar Communications at the High Ed Web annual conference in Memphis, TN, October 2016. Exploring how empathy and comedic content and humor should map to student engagement journeys.
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Through empathy to humor: creating content to engage students without being naff
- 1. Through empathy to humor: creating content to engage students without being naff Tracy Playle Pickle Jar Communications Ltd @tracyplayle #heweb16 #tie10
- 2. Understanding empathy Understanding humor The connection Mapping to HE and student journey @tracyplayle #heweb16
- 4. “Empathy is walking a mile in somebody else's moccasins. Sympathy is being sorry their feet hurt.” Rebecca O’Donnell @tracyplayle #heweb16
- 5. Image sourced under CC license: https://www.flickr.com/photos/flamephoenix1991/ Right supramarginal gyrus @tracyplayle #heweb16
- 6. “I do not ask the wounded person how he feels, I myself become the wounded person.” Walt Whitman @tracyplayle #heweb16
- 8. What causes us to laugh? What does humor do? Construction Purpose or Impact @tracyplayle #heweb16
- 10. Inelasticity Image used under CC license, courtesy of SocialIsBetter https://www.flickr.com/photos/27620885@N02/
- 11. Surprise Image used under CC license, courtesy of David DeHetre https://www.flickr.com/photos/davedehetre/
- 12. Incongruity
- 13. Truth
- 14. “Humor is tragedy plus time.” Mark Twain @tracyplayle #heweb16
- 15. Benign-Violation Theory The Humor Code. Peter McGraw and Joel Warner. 2011 Benign ViolationLOLZ @tracyplayle #heweb16
- 16. The Comic Equation “Comedy is about an ordinary guy or gal struggling against insurmountable odds without many of the required skills and tools with which to win yet never giving up hope.” Steve Kaplan, The Hidden Tools of Comedy (2013) @tracyplayle #heweb16
- 18. Image used under CC license, courtesy of Future Street https://www.flickr.com/photos/futurestreet/ “Ensoulment” - Aristotle
- 19. Superiority Theory Image used under CC license, courtesy of Michael https://www.flickr.com/photos/helloturkeytoe/ Peasants
- 21. Image used under CC license, courtesy of Damian Gadal https://www.flickr.com/photos/23024164@N06/ Release
- 23. Image used under CC license, courtesy of Damian Gadal https://www.flickr.com/photos/23024164@N06/ Release It’s okay. I’m cool with this.
- 24. Social Image used under CC license, courtesy of The US Army https://www.flickr.com/photos/soldiersmediacenter/
- 25. The Hurley Model Inside Jokes: Using Humor to Reverse-Engineer the Mind. Matthew M. Hurley, Daniel C. Dennett, and Reginald B. Adams Jr. 2011 Evolutionary role of laughter - intellectual development
- 27. “One of the voguish terms, which is so repellant to me, “thinking outside the box.” To settle for that kind of language is embarrassing. But that’s a very useful picture. I try to come in through the side door, the side window, to come in from a direction they’re not expecting, to see something in a different way.” George Carlin @tracyplayle #heweb16
- 28. “To me, the comic is the guy who says ‘wait a minute’ as the consensus forms. He’s the antithesis of mob mentality.” Bill Hicks @tracyplayle #heweb16
- 29. Comedy Empathy Truth Learning Recognition Understanding The ability to see how intellectual challenge relates to them and the ability to see their role in humanity and human evolution + @tracyplayle #heweb16
- 32. Overcoming Barriers Faculty and staff Students “Serious business” syndrome Groupthink decisions Single world view Individuals Cultural difference Cultural relationships Can artificial intelligence, machine learning and content automation ever help? @tracyplayle #heweb16
- 33. Establish Reinforce Surprise Oliver Double. Getting the Joke (2005) @tracyplayle #heweb16
- 34. My dog used to chase people on a bike a lot. It got so bad, finally I had to take his bike away. @tracyplayle #heweb16
- 35. My dog used to chase people on a bike a lot. It got so bad, finally I had to take his bike away. Establish Reinforce Surprise @tracyplayle #heweb16
- 36. Q. How do you know the gender of a chromosome? A. You pull down its genes.
- 38. Overcoming Barriers Faculty and staff Students Serious business syndrome Groupthink decisions Assumptions based on self Individuals Cultural difference Cultural relationships Can artificial intelligence, machine learning and content automation ever help? Yes, but not yet… @tracyplayle #heweb16
- 39. So, what can we do now then? @tracyplayle #heweb16
- 40. Vocabulary of Humor Comic Comedic Funny Image used under CC license, courtesy of Matteo Staltari: https://www.flickr.com/photos/matteostaltari/ Is perceived to be funny Has the intent of being funny or amusing Potential reaction to comedic content @tracyplayle #heweb16
- 41. Shifting Your Language “We need to create funny content” “Let’s work on creating comedic content” Signals outcome, not intent Unachievable (“funny” is too subjective) Signals intent, not outcome Achievable (accepts that “funny” is subjective) @tracyplayle #heweb16
- 42. Is it all about laughter? Grr Meh Hmm Heh Ha Haha ROFL CAN. NOT. BREATHE. EMPATHY @tracyplayle #heweb16
- 43. Planning Components © Tracy Playle 2016 Brand Perception Audience Tolerance+ Comedic Strategy (aligned to content strategy) @tracyplayle #heweb16
- 44. Alignment with Perception of You © Tracy Playle 2016 How “serious” do they see you as being? Super Serious Freakin’ Hilarious How far can you go with your comedic approach? “Meh” PMSL
- 45. © Tracy Playle 2016 Type Tactic Medium Brand Perception Audience Tolerance+ Comedic Strategy (aligned to content strategy) ++ @tracyplayle #heweb16
- 48. Infographics Moving image Still image Sound Written word Comic strip Performance Conversation Physical Medium @tracyplayle #heweb16
- 49. Image used under CC license, courtesy of Marcela McGreal: https://www.flickr.com/photos/marcelamcgreal/ Word Play + Wit + Written Word
- 54. Mapping to our Students @tracyplayle #heweb16
- 55. Empathy Mapping Thinking Feeling Seeing Doing @tracyplayle #heweb16
- 56. Empathy Mapping Thinking Seeing Program & Student Experience College Offer Interest Distractions Cause Other interests Feeling Doing @tracyplayle #heweb16
- 57. Empathy Mapping Aspiration Consideration Application Acceptance Entrance Experience Graduation Post Experience Thinking Feeling Seeing Doing @tracyplayle #heweb16
- 58. Alignment with Perception of You © Tracy Playle 2016 How “serious” do they see you as being? Super Serious Freakin’ Hilarious How far can you go with your comedic approach? “Meh” PMSL
- 59. Empathy & Humor Mapping Aspiration Consideration Application Acceptance Entrance Experience Graduation Post Experience Shows how intelligent you are Reduces anxiety and builds connections In-jokes + makes them feel intelligent In-jokes, nostalgia + makes them feel intelligent
- 60. Aspiration University of San Francisco brand campaign Images used under CC license, courtesy of USF: https://www.flickr.com/photos/university-of-san-francisco/ @tracyplayle #heweb16
- 63. Application - Entrance @tracyplayle #heweb16
- 64. Experience
- 65. Experience
- 66. Experience
- 67. Experience - Post-Experience Images shamelessly stolen from @UF Twitter account @tracyplayle #heweb16
- 69. Post-Experience
- 70. “The comedian has a fine sense of empathy, can see the world from another’s point of view, and is sensitive to people’s feelings and beliefs. A poorly told joke has misplaced timing, or leaves out important information, or fails to engage the interests of the listener. In contrast, a well told joke is the result of highly developed social sensitivity.” Paul Jewell Because good humor is empathy “Humour in cognitive and social development: Creative artists and class clowns” 2005.