What is Media Psychology? APA Division 46 – Media Psychology.
The Psychology of Social Media (Mozcon 2015)
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Transcript of The Psychology of Social Media (Mozcon 2015)
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"...almost like they were frustrated ... longing for
something to like in return"
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Social media is changing our brains
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SOCIAL MEDIA BIOLOGYWhat makes it so addictive?
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DOPAMINE
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Tweeting is harder to resistthan cigarettes and alcohol
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OXYTOCIN
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Facebook users are 43% more likely to feel people can be
trusted
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SOCIAL MEDIA ACTIONSThe secret forces that drive us online
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WHY WE POST
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OF SOCIAL MEDIACOMMUNICATION
OF FACE-TO-FACE
COMMUNICATION
80%40%
‘Me’-forming:
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Self-presentation
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We almost always use “things” as a way to identify ourselves and to
identify others. -Dori Tunstall
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We can love brandsas much as we love friends
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Imitation vs.Aspiration
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WHY WE SHARE
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68%Self-image
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78%Strengthen relationships
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62%Social currency
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Attack the taken-for-granted
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WHY WE ‘LIKE’
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‘LIKE’ SEVERALTIMES A DAY
‘LIKE’ ONCE A DAY
29%44%
Facebook like activity:
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Relationshipmaintenance
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Reciprocity
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WHY WE COMMENT
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SAY FREQUENT INTERACTIONS ARE REASON WHY
HAVE A RELATIONSHIP WITH A BRAND
13%23%
DO COMMENTS CREATE RELATIONSHIPS?
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Values > Conversation
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Shared reality
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85%To process information
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Negative reviews make us spend more?
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Comments about you are a reflection of you
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SOCIAL MEDIA PHENOMENONThe science of selfies, emoji and nostalgia
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SELFIES
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Looking glass self
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MORE LIKELY TO GET COMMENTS
MORE LIKELY TO GET LIKES
32%38%
PHOTOS WITH FACES ARE:
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Faces guide our gaze
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Faces create empathy
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Selfie stations
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Selfie campaigns
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Humanize your brand
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EMOJI
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EMOJI SHAREDPER DAY
USE EMOJI REGULARLY
6 B74%
Emoji use:
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A new brain pattern
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As 😃 rises,slang falls
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Emoji=social media power
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"They don't see it as advertising. They see it as self-expression."
-Evan Wray
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NOSTALGIA
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A universal feeling
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Changes how we see money
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"As soon as your content becomes an hour old... it falls off
this cliff"-Jonathan Wegener
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Unearthing the past
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Instagram:Idealizing a moment
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EMOTIONAL WEIGHTThe dark and bright sides of social media
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SOCIAL COMPARISON
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42% of mothers have 'Pinterest stress'
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74% of girls say peers use social media to "make
themselves look cooler"
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"This is what we want our life to be like"
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A BRIGHTER SIDE
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Virtual empathy
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"It's us at our best"
