Confessions of a Media Psychologist: Pamela Rutledge

TRUE CONFESSIONSPamela Rutledge, PhD, MBA

of a media psychologistRoy Lichtenstein artwork

?WHAT IS MEDIA PSYCHOLOGY

?

Definition:

Media psychology (n.) applies psychological science to the use, development, distribution and research of mediated communication andtechnology

Media psychology is the application of psychological science to the use, development, distribution and impact of media technologies

Say what?

MEDIA PSYCHOLOGY IS A STORYlove

^

LOVEResearch + practice

PASSIONExploration

CURIOSITYInnovation

PERSEVERANCEInsight

CREATION Solutions

Media psychology is your ability to have a positive impact on individuals and society through the creative and insightful application of psychology to the continually evolving world of media and technology.

How will you write YOUR media psychology story?

TRUE CONFESSIONSof a media psychologist

.

What’s My Story?Faculty, Fielding since 2008• Currently teaching:• PSY533 Foundations of Media Psychology• MSC566 Brand Psychology & Social Storytelling• MSC568 Audience Engagement• Lead Faculty Brand Psychology Certificate and Concentration

Areas of expertise:• Positive psychology & media• The psychology of storytelling/narrative impact • Applying fundamentals

Other stuff: • Director, Media Psychology Research Center• Blogger Psychology Today• Consultant, Author, Speaker• Nerd/Geek• Fan of British mysteries and Eddie Izzard• Located Southern California

Best dog ever

• It’s not about the tools.

• Stories are our primary meaning-making device

• Media isn’t going away, so we should learn how to use it well

GET TO THE ‘WHY’

Rutledge: Revisiting Maslow

Primal goals drive human behavior – social connection is at the core of all survival mechanisms.http://www.pamelarutledge.com/2011/11/08/social-networks-what-maslow-misses/

Research Areas

• Brand Psychology & Audience Behaviors– Brand as Meaning

• Schemas, mental models, metaphor & archetypes• Visual cues, image

– Storytelling• Narrative structure/emotional dynamics of story• Brand story – capturing core values in story

• Creating a multi-platform (transmedia), participatory eco-system

• Applied Positive Psychology: Positive media solutions– Behavior change, attitude change, positive emotions– Media impact: self efficacy, agency, social connection, identity

CONTENT RESEARCH

Story is the intersection of cognitive, social & neuro psychologies

Story links emotion & sensory memories to experience, creating meaning

Best Practices for Brand/Content Fit

• Brand meaning can be applied to platforms

• Delivery mechanism frames meaning, influences narrative altering:– Emotional triggers & responses– Social context & meaning

Dr. Seuss artwork

ACHIEVEMENT

STABILITY

INDEPENDENCE & FULFILLMENT

BELONGING & ENJOYMENT

Ruler

Outlaw

HeroMagician

Everyman

Lover

Jester

CaregiverCreator

Innocent

Sage

Explorer

Archetypes

ACHIEVEMENT

STABILITY

INDEPENDENCE & FULFILLMENT

BELONGING & ENJOYMENT

Ruler

Outlaw

HeroMagician

Everyman

Lover

Jester

CaregiverCreator

Innocent

Sage

Explorer

Archetypes?

Helping people and society grow and flourish

POSITIVE PSYCH

Media: Dual Pathways of Influence

• Technology creates new opportunities with greater reach

• Personalizable, targeting needs• Shift assumptions toward agency and self-

determination to facilitate beliefs & behavioral change with long-term adoption

Access Belief Change

Behavioral Change

Theoretical Premise: Upward Spiral

• Confidence

• Interaction• Feedback

• Mastery• Agency• Engagement

SELFIE RESEARCH

Exploring the Positive Side of Selfies

Premise: Selfies put the user in control. Control increases agency. Therefore, does the act of selfie-taking have cognitive and emotional benefits?

Preliminary Findings• N=108• Potential cognitive bias:

– “my friends do it a lot, but I don’t”• Most common:

– documenting events– feeling good about looks– entertainment value (bored)

What is the “movie” experience?

MOVIE RESEARCH

TRUE CONFESSIONS

Pamela Rutledge, PhD, [email protected]

www.mprcenter.org

Thank YouRoy Lichtenstein artwork