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9pm Wednesday, 10/3, on any ABC, NBC, CBS, etc.

9pm Wednesday, 10/3, on any ABC, NBC, CBS, etc. How We Decide? . Week 4, MK120: Media, Communication, Society. FOUNDATIONS OF THE EXPLORATION Are we in control of our own decisions and behaviors ? How large a role do media play our decision making and narrative building capacities?

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9pm Wednesday, 10/3, on any ABC, NBC, CBS, etc.

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  1. 9pm Wednesday, 10/3, on any ABC, NBC, CBS, etc.

  2. How We Decide? Week 4, MK120: Media, Communication, Society

  3. FOUNDATIONS OF THE EXPLORATION • Are we in control of our own decisions and behaviors? • How large a role do media play our decision making and narrative building capacities? • What are the impacts of new technology on why we do what we do?

  4. Part IHow do we decide?

  5. Let’s say you work for the Centers for Disease Control and there is an outbreak of a deadly disease called “The Mojave Flu” in a town of 600 people. All 600 people in the town are expected to die if you do nothing. Let’s say you have come up with two different programs designed to fight to the disease:

  6. In the study, 72 percent of the subjects picked Program 1. Now consider the same scenario worded differently: • With Program 1: 200 people in the town will be saved • With Program 2: There is a 1/3rd probability that 600 people will be saved, and a 2/3rds probability that no people will be saved.

  7. With Program 3: 400 people in the town will die • With Program 4: There is a 1/3rd probability that nobody will die, and a 2/3rds probability that 600 people will die. In the study, 78 percent of the subjects picked Program 4, even though the net result of the second set of choices is exactly the same as the first set (Programs 1 and 3 mean the same thing, and Programs 2 and 4 mean the same thing).

  8. Making Sense of our brains as avenues for consumer behavior?

  9. Human Development of Behavior Emotion Belief Attitude Feeling Behavior

  10. Behavior is based on …? Information Language Stereotypes Greed Sex Enjoyment Acceptance

  11. Systems of thought AUTOMATIC REFLECTIVE Controlled Effortful Deductive Slow Self-Aware Rule-Following • Uncontrolled • Effortless • Associative • Fast • Unconscious • Skilled

  12. ‘Most reason is Unconscious” “Unconscious thought is reflexive-automatic, uncontrolled (knee reflex). Conscious thought is reflective (looking at yourself in the mirror)” 9.

  13. 98% of the thinking your brain does you are not aware of

  14. Narratives are at the root of our human behaviors We live almost entirely in the ‘automatic / reflexive’ state

  15. Narratives “We live our narratives…the fact that we recognize cultural narratives and frames means that they are instantiated physically in our brains…we cannot understand other people without such cultural narratives. But more important we cannot understand ourselves—who we are, who we have been, and where we want to go—without recognizing and seeing how we fit into cultural narratives.”

  16. Narratives we live by • Rags to Riches • American Dream • Strong Family • Overcoming Challenges • Victory • Togetherness / Love / Friendship

  17. PART II: How do Media facilitate narratives for us?

  18. “Framing is the process by which some aspects of an issue, event, or person are emphasized over others in such a way as to promote a particular causal interpretation, problem construction, or moral evaluation” (Grabe & Bucy, 98)

  19. Frames pull together facts of a narrative. • Frames act as the “central organizing idea for making sense of relevant events and suggesting what is at issue” • Frames provide ideal attributes, populist traits, or losing qualities

  20. Media Frames our Narratives

  21. Part Three Do Media Technologies Change our Behaviors?

  22. Source: Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the Average: An Empirical Study of Web Use,” in the ACM Transactions on the Web, vol. 2, no. 1 (February 2008), article #5. The average attention span in 2012 - 8 seconds The average attention span in 2000 - 12 seconds The average attention span of a gold fish - 9 seconds Percent of teens who forget major details of close friends and relatives - 25 % Percent of people who forget their own birthdays from time to time - 7 % Average number of times per hour an office worker checks their email inbox - 30 Average length watched of a single internet video - 2.7 minutes

  23. TEAM A:Will need to form a detailed argument in defense of Nicholas Carr’s thesis in “The Shallows,” arguing that people will be worse off because of an inability to form valuable and deep connections with things. TEAM B:Will need to form a detailed argument against Nicholas Carr’s thesis in “The Shallows,” arguing that people will be better off because of the new opportunities they have to connect online.

  24. “Our Brains are constantly changing in response to our experiences and our behavior, reworking their circuitry with “each sensory input, motor act, association, reward signal, action plan, or shift of awareness” (31).

  25. BUT WAIT…. “Once I was a scuba diver in the sea of words. Now I zip along the surace like a guy on a Jet Ski” (7)

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