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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 Beth Karlin Transformational Media Lab Center for Unconventional Security Affairs University of California, Irvine
Underlying Assumptions • Technology and new media are changing how people interact with our natural, built, and social worlds. B. Karlin
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
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
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
“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
Documentary Film Theatrical release Director as subject “docu-ganda” Philanthropic ventures
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
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
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)
A Recipe for Success? Film Campaign SocialImpact If you build it, they will they come. B. Karlin
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
From Recipes to Models Social Impact Film Campaign B. Karlin
From Recipes to Models Social Impact Film Campaign Metrics Ingredients Key Activities & Processes B. Karlin
From Recipes to Models Social Impact Film Campaign Metrics Ingredients Key Activities & Processes B. Karlin
From Dichotomies of Power Opportunity Compelling story Charismatic leaders Infrastructure Build on existing theory B. Karlin
Learn from observation B. Karlin
To Develop Models of Change • Change • Measure and Assess
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
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
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
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
Methodology • Read lots of psychology • Watch lots of movies • Look for patterns • Develop coding sheet B. Karlin
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
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
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
Establish Relevance • First-person narrative • Identifiable victim • Show impacts on viewer • Address the viewer directly • Zooming in and out B. Karlin
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
Dual Process Model B. Karlin, 2012
Cognitive Domain www.cred.columbia.edu B. Karlin, 2012
Affective Domain www.cred.columbia.edu B. Karlin, 2012
Theories of Emotion B. Karlin (Plutchik, 1980)
Elicit Emotion • Charge your words. • Show reactions (faces). • Experiment with sound tempoand camera angles/styles B. Karlin
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
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
Message Framing 16% 0% 84% Ariely, D. (2009)
Message Framing 16% 68% 0% 84% 32% Ariely, D. (2009)
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)
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)
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
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
Five Moral Foundations B. Karlin Five Moral Foundations, Haidt et al.
Moral Foundations B. Karlin
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
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
Protection Motivation Theory • Threat appraisal • Coping appraisal B. Karlin
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
New Models of Engagement B. Karlin