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Rutledge Background Fall New Student Orientation

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Brief overview for students: how I got to Fielding, my view of media psychology and how I work with students

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Rutledge Background Fall New Student Orientation

  1. 1. 1| MEDIA PSYCHOLOGY. Pamela Rutledge, PhD, MBA NSO September 2018
  2. 2. 2| What do you want to know? AGENDA 1 2 3 4 How I got here & what I think about How I work with students The stuff that fires me up
  3. 3. Communications and graphic designer Business school Clinical psychology Media psychology MY JOURNEY TO… I got my PhD!
  4. 4. Communications and graphic designer Business school Clinical psychology PhD in Psychology Specialization: Media … FIELDING If Shack could do it, so could I!
  5. 5. PUBLICATIONS & STUFF .
  6. 6. AREAS OF INTEREST • Brand Psychology • Audience Profiling • Transmedia Storytelling • Narrative Persuasion/Presence • Positive Psychology
  7. 7. HOW I THINK
  8. 8. IT’S EVOLUTIONARY MY DEAR WATSON
  9. 9. 95% REPTILIAN BRAIN MAKES OF ALL DECISIONS
  10. 10. SOCIAL RULES RUTLEDGE TRANSLATION OF MASLOW’S HIERARCHY http://www.pamelarutledge.com/2011/11/08/social-networks-what-maslow-misses/
  11. 11. Where does reality fall short? Where do media & technology support human flourishing?
  12. 12. THEORETICAL FOUNDATIONS Instinct Connection Meaning Potential
  13. 13. WHAT I TEACH: • Foundations of Media Psychology PSY533 • Brand Psychology & Transmedia Storytelling (MSC566)* • Applied storytelling, meaning construction and narrative persuasion • Audience Engagement (MSC568)* • Using motivation and needs theory to construct audience personas for messages that resonate • Positive Psychology (PSY777)* • Use and development of media to support human growth and flourishing *Co-lead on two concentrations: 1) Brand Psych & 2) Positive Psychology
  14. 14. 14| As anAdvisor/Faculty Mentor 1. Check in about course selection 2. Brain storming about general interests and classes/projects to meet goals 3. Support research 4. Brainstorming 5. Course feedback 6. Research Practicum 7. Media Practicum 8. Chair, Reader & Methodologist (sp. Qualitative) WORKING WITH STUDENTS As Faculty QEs & Dissertations
  15. 15. 15| My Process: Interactive Support 1. Funnel Approach (QE) 1. General area of interest 2. Explore related research; get familiar with the voices 2. Pre-Proposal 1. Continue to brainstorm and focus area of research 2. Develop prototype questions and test: 1. Are they answerable? 2. Are they feasible? 3. Is there a so what? 4. Who else has looked at similar questions and how did they do it? 3. RQ (may not be final), general methodological approach and rationale 4. Develop structure, identify gaps for full proposal, bring in 2nd reader 3. Proposal 1. Identify actual question, integrate methodologist to hone “recipe” and IRB process 2. Confirm structure and content, send to committee
  16. 16. 16| DISSERTATIONS IN PROGRESS
  17. 17. 17| Dissertations in Process § Transmedia Storytelling Structure 1. Are there distinct structures in transmedia storytelling that facilitate intratextual migration? § Brand Narratives in Consumer Products 1. How do narratives of loved products influence self-narratives 2. How do brand narratives inform the online Sneaker Culture § Entertainment Narratives & Self 1. How do entertainment experiences, such as Hamilton, influence perceptions of nationalism and belonging among diverse audiences? 2. How do African American actors in realityTV influence African Americans’ understanding of social norms? §Social Media 1. How does social media facilitate the grieving process? §Positive Psychology 1. Does sharing meaning moments on Instagram increase savoring and well being?
  18. 18. FOUNDATIONS OF MEDIA PSYCHOLOGY
  19. 19. 19| CONCEPTUAL QUESTIONS § What are the benefits of media psychology? § How do beliefs, biases and assumptions influence research? § How does a networked world influence our understanding of others and ourselves? § How do media and technology impact cultures, socioeconomic status, and geography? § How do different theories of human behavior inform our approach? § How can media be used effectively and sensitively to achieve socially constructive goals?
  20. 20. 20| https://learning.fielding.edu/course/view.php?id=3280&section=0
  21. 21. SPECIAL PROJECTS
  22. 22. 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. AUDIENCE INSIGHTS:
  23. 23. 25| 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.
  24. 24. 26| 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
  25. 25. 27|
  26. 26. 29| 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.
  27. 27. 30| 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.
  28. 28. 31| Kingsman 2Analysis Media type influenced the count and emotional expression of audience responses. Anticipation and affection highlights characters. RT STILL IMAGE TEXT VIDEO
  29. 29. 32| Contact Information Dr. Pamela Rutledge prutledge@fielding.edu Skype: pamelarutledge Twitter: @pamelarutledge LinkedIn: www.linkedin.com/in/pamelarutledge

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