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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
  12. 12. SPECIAL PROJECTS
  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
  20. 20. DISSERTATIONS IN PROGRESS
  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?
  22. 22. FOUNDATIONS OF MEDIA PSYCHOLOGY
  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

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