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From Affect to Action: Psychological Insights for Social Impact Media

From Affect to Action: Psychological Insights for Social Impact Media. Beth Karlin Transformational Media Lab Center for Unconventional Security Affairs University of California, Irvine. Underlying Assumptions.

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From Affect to Action: Psychological Insights for Social Impact Media

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  1. From Affect to Action: Psychological Insights for Social Impact Media Beth Karlin Transformational Media Lab Center for Unconventional Security Affairs University of California, Irvine

  2. Underlying Assumptions • Technology and new media are changing how people interact with our natural, built, and social worlds. B. Karlin

  3. Underlying Assumptions • Technology and new media are changing how people interact with our natural, built, and social worlds. • There are potential opportunities to leverage these changes for pro-social / pro-environmental benefit. B. Karlin

  4. Underlying Assumptions • Technology and new media are changing how people interact with our natural, built, and social worlds. • There are potential opportunities to leverage these changes for pro-social / pro-environmental benefit • A social scientific approach provides a theoretical base and empirical methodology to study this potential. B. Karlin

  5. Transformational Media Lab • Technology and new media are changing how people interact with our natural, built, and social worlds. • There are potential opportunities to leverage these changes for pro-social / pro-environmental benefit • A social scientific approach provides a theoretical base and empirical methodology to study this potential. Mission: Our lab studies how media is (and can be) used to transform individuals, communities, and systems. B. Karlin

  6. “We believe that the cinema’s capacity for getting around, for observing and selecting from life itself, can be exploited in a new and vital art form” John Grierson First Principles of Documentary, 1932 Documentary Film

  7. Documentary Film Theatrical release Director as subject “docu-ganda” Philanthropic ventures

  8. Documentary Film "specific social action campaigns for each film and documentary designed to give a voice to issues that resonate in the films” (Participant Media, 2010) B. Karlin

  9. Film Campaigns "specific social action campaigns for each film and documentary designed to give a voice to issues that resonate in the films” (Participant Media, 2010) B. Karlin

  10. Film as Boundary Object “plastic enough to adapt to local needs, yet robust enough to maintain a common identity” “different meanings in different social worlds, but structure is common enough to make them recognizable” “a means of translation” B. Karlin (Star & Griesemer, 1989)

  11. A Recipe for Success? Film Campaign SocialImpact If you build it, they will they come. B. Karlin

  12. What are we missing? What is going on here? Film Campaign Social Change How do we measure change? What is a campaign? If you build it, they will they come. B. Karlin

  13. From Recipes to Models Social Impact Film Campaign B. Karlin

  14. From Recipes to Models Social Impact Film Campaign Metrics Ingredients Key Activities & Processes B. Karlin

  15. From Recipes to Models Social Impact Film Campaign Metrics Ingredients Key Activities & Processes B. Karlin

  16. From Dichotomies of Power Opportunity Compelling story Charismatic leaders Infrastructure Build on existing theory B. Karlin

  17. Learn from observation B. Karlin

  18. And closer investigation

  19. To Develop Models of Change • Change • Measure and Assess

  20. Storytelling “We often see multiple films on a very similar subject or with a similar social change goal. Emily Verellen, 2010 The Fledgling Fund B. Karlin

  21. Storytelling “We often see multiple films on a very similar subject or with a similar social change goal. Water Films - Flow - Blue Gold - Tapped - Thirst - Blue Legacy - Story of Bottled Water - Last Call at the Oasis Food Films - Food Inc - Fresh - Food Fight - Ingredients - Food Matters - Supersize Me - The Future of Food - The Garden - King Corn - What's on your plate? - Deconstructing supper Climate Films - Everything's Cool - An Inconvenient Truth - 11th hour - No Impact Man - Collapse - Radically Simple - Blind Spot Transportation Films - Who Killed the Electric Car? - Revenge of the Electric Car - Fuel - Crude B. Karlin

  22. Storytelling “We often see multiple films on a very similar subject or with a similar social change goal. Within the range of storytelling, some methods truly speak to an audience by sparking real emotions...and others do little more than entertain or inform.” Emily Verellen, 2010 The Fledgling Fund B. Karlin

  23. Affect to Action Project • Our Goal: Investigate the use of psychological principles in film to better understand how narrative, framing, and editing strategies can impact response. • Our Approach: • Phase 1: Theory Development • Phase 2: Content Analysis • Phase 3: Testing Impacts B. Karlin

  24. Methodology • Read lots of psychology • Watch lots of movies • Look for patterns • Develop coding sheet B. Karlin

  25. Affect to Action Framework • Establish relevance to increase level of involvement • Elicit emotion to create receptivity • Educate wisely to increase awareness • Evoke morals to create an imperative • Empower audiences to engage behavior B. Karlin

  26. Affect to Action Framework • Establish relevance to increase level of involvement • Elicit emotion to create receptivity • Educate wisely to increase awareness • Evoke morals to create an imperative • Empower audiences to engage behavior B. Karlin

  27. Construal Level Theory Psychological Distance • Spatial • Temporal • Social • Hypothetical • Information that is HERE and NOW given to ME with HIGH CERTAINTY reduces distance. (Trope & Liberman, 2010) B. Karlin

  28. Establish Relevance • First-person narrative • Identifiable victim • Show impacts on viewer • Address the viewer directly • Zooming in and out B. Karlin

  29. Affect to Action Framework • Establish relevance to increase level of involvement • Elicit emotion to create receptivity • Educate wisely to increase awareness • Evoke morals to create an imperative • Empower audiences to engage behavior B. Karlin, 2012

  30. Dual Process Model B. Karlin, 2012

  31. Cognitive Domain www.cred.columbia.edu B. Karlin, 2012

  32. Affective Domain www.cred.columbia.edu B. Karlin, 2012

  33. Theories of Emotion B. Karlin (Plutchik, 1980)

  34. Elicit Emotion • Charge your words. • Show reactions (faces). • Experiment with sound tempoand camera angles/styles B. Karlin

  35. Affect to Action Framework • Establish relevance to increase level of involvement • Elicit emotion to create receptivity • Educate wisely to increase awareness • Evoke morals to create an imperative • Empower audiences to engage behavior B. Karlin, 2012

  36. Message Framing Presentation of information in a way that encourages certain interpretations & discourages others. “There is no value neutral way of presenting people with information.”- Elke Weber, APA 2012 B. Karlin

  37. Message Framing 16% 0% 84% Ariely, D. (2009)

  38. Message Framing 16% 68% 0% 84% 32% Ariely, D. (2009)

  39. Message Framing Students in every other seat were given university mugs. For how much money would you sell your mug? How much are you willing to pay for a mug? • What happened? • The students with mugs priced them higher. • The students with no mugs priced them higher. • Both sets of students priced them about the same Kahneman, Knetsch, & Thaler (1990)

  40. Message Framing Students with the mugs were willing to sell them for $4.50 Students with no mugs were willing to buy them for $2.25 Kahneman, Knetsch, & Thaler (1990)

  41. Message Framing

  42. Educate Wisely • Make it tangible. • Give examples. • Frame in terms of losses, rather than gains. • Use comparisons wisely. • Convey the right social norms. B. Karlin

  43. Affect to Action Framework • Establish relevance to increase level of involvement • Elicit emotion to create receptivity • Educate wisely to increase awareness • Evoke morals to create an imperative • Empower audiences to engage behavior B. Karlin, 2012

  44. Five Moral Foundations B. Karlin Five Moral Foundations, Haidt et al.

  45. Moral Foundations B. Karlin

  46. Evoke Morals • Don’t be afraid to take a stand and engage moral arguments. • Incorporate sanctity and purity into discussion of climate. • Use a variety of opinion leaders and authority figures. B. Karlin

  47. Affect to Action Framework • Establish relevance to increase level of involvement • Elicit emotion to create receptivity • Educate wisely to increase awareness • Evoke morals to create an imperative • Empower audiences to engage behavior B. Karlin

  48. Protection Motivation Theory • Threat appraisal • Coping appraisal B. Karlin

  49. Protection Motivation Theory • Threat Appraisal • Threat Severity (How bad is it?) • Threat Vulnerability (Can it happen to me?) • Coping Appraisal • Behavioral Efficacy (Can I do something?) • Response Efficacy (Will it matter?) B. Karlin

  50. New Models of Engagement B. Karlin

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