From Selfies to Fan Experience: Research Interests - Pamela Rutledge

PA MELA R U TLED GE, PH D

A Q U E S T I O N O F

[email protected]

@pamelarutledge

Pamela Rutledge, PhD

• Areas of Interest: • Multi-platform storytelling• Brand psychology & brand story• Positive psychology & media

experience

• Questions I ask:• Where is the story?• What needs are satisfied?• What goals are at play?• How can we understand the positive

side of media?• Constructs:

• Empowerment, Agency, Engagement (Flow), Presence

• Theoretical frameworks:• Self-Determination Theory• Social Influence• Evolutionary Psychology

Research Strengths

• Finding a “doable” question• Narrative and qualitative approaches• Survey construction

Media Psychology Research

• Media and technology consumption happens in context

• Real world is messy and hard to measure• Isolating variables means being aware of

potential interference and inherent assumptions

CHALLENGES & OPPORTUNITIES

.

What Good Question?

1. Presents a clear and focused problem2. Synthesizes multiple sources3. Based on a theoretical model4. Shapes the problem into a testable

hypothesis

Did You PhotoShop Your Facebook Picture?The Impact of Social Media on Self-Representation and Self-Image

Presented at APA San Diego, 2010

Assumptions

• Theoretical:• Social comparison is a automatic behavior• Self-efficacy influences global self-image

• Environmental Influences• Information is increasingly on-demand and self-

relevant• Authenticity is valued• Social media and interactive technology

change the locus of control

Hypotheses

• Due to the prevalence of “real people” on social media, women will be more influenced by their friends than celebrities

• Body image is related to self-esteem and self-esteem is related to agency and competence. Therefore, perceptions of technological competence will be related to positive body image

Twilight: The Influence of Social

• Twilight had many fans beyond the YA age group.

• Often families/friends did not understand the fan’s attraction and interest.

• Theoretical assumptions• Fan experience creates

affiliation • Social connection and

affiliation establish norms for groups

• Popularity provides social proof of group value

Hypotheses

• Active membership (defined by posting and commenting) would results in sense of social support and normalize the fan’s experience

• Normalizing the fan experience would increase self-acceptance

• Unexpected:• Fans took new perspective on self and changed aspects of their

offline lives, such as working on relationships, getting new jobs, etc.

• Question:• Was the impact of social support amplified by the Twilight message of

unconditional love and acceptance?

SELFIEEMPOWERMENT

Theoretical Assumptions

• Self Determination Theory: • Taking control of self image increases agency• Selfies increase affiliation and connectedness• Frequent use of technology increases mastery

• Achieving agency, connectedness and mastery increases positive emotions

• Experiencing repeated positive emotions has a cumulative effect (Upward Spiral of Positive Emotions) and increases subjective well being

• Social value of authenticity shifts values• Seeing an aspirational self is a pathway to cognitive

change

Pilot Study

• N=108• Potential cognitive

bias?• “my friends do it a lot,

but I don’t”

• Most common reasons for taking selfies:• documenting events• feeling good about looks• entertainment value

(bored)

New Ways of Seeing Self

I always try to edit the perfect selfie. I try to remove the acne or skin marks or flyaway hairs in an attempt to portray myself in a film like glorification of my life. It is a way to translate my image of myself to people who only see me through unfiltered eyes. I do not ignore that my appearance is imperfect, I just show my personality bleeding through the blemishes to make an outwardly beautiful person to reflect what I hope is a kind soul I have inside.

In Progress Research Questions

• How do we understand selfies?• Platform choices• Demographics – meaning of social sharing• Conscious goals for taking and posting• Personality

• How do we meaningfully measure eudaimonic versus hedonic experience of selfie-taking in the social space?

• How does the meaning of self-portraiture change over time with technology? How much does the social zeitgeist influence behaviors?

THANK YOU