Pamela Rutledge: New Student Orientation Fielding Media Psychology. Definition of media psychology, my areas of interest and research.

1. TRUE CONFESSIONS
Pamela Rutledge, PhD, MBA
of a media psychologist Roy Lichtenstein artwork

2. ?WHATISMEDIAPSYCHOLOGY
?

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

4. Media psychology is the
application of psychological
science to the use,
development, distribution and
impact of media technologies
Say what?

5. MEDIA PSYCHOLOGY IS A STORY
love
^

6. LOVEResearch + practice

7. PASSIONExploration

8. CURIOSITYInnovation

9. PERSEVERANCEInsight

10. CREATION Solutions

11. 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.

12. How will you write YOUR media
psychology story?

13. TRUE CONFESSIONSof a media psychologist
.

14. 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

15. • 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
GETTOTHE‘WHY’

16. 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/

17. 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

18. CONTENTRESEARCH

19. Story is the intersection of
cognitive, social & neuro
psychologies
Story links emotion &
sensory memories to
experience, creating
meaning

20. 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

21. ACHIEVEMENT
STABILITY
INDEPENDENCE &
FULFILLMENT
BELONGING &
ENJOYMENT
Ruler
Outlaw
Hero
Magician
Everyman
Lover
Jester
CaregiverCreator
Innocent
Sage
Explorer
Archetypes

22. ACHIEVEMENT
STABILITY
INDEPENDENCE &
FULFILLMENT
BELONGING &
ENJOYMENT
Ruler
Outlaw
Hero
Magician
Everyman
Lover
Jester
CaregiverCreator
Innocent
Sage
Explorer
Archetypes?

23. Helping people and
society grow and
flourish
POSITIVEPSYCH

24. 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

25. Theoretical Premise: Upward Spiral
• Confidence
• Interaction
• Feedback
• Mastery
• Agency
• Engagement

26. SELFIERESEARCH

27. 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)

28. What is the “movie” experience?
MOVIERESEARCH

30. TRUE CONFESSIONS
Pamela Rutledge, PhD, MBA
pamelarutledge@gmail.com
www.mprcenter.org
Thank YouRoy Lichtenstein artwork