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WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
COMMUNICATION & MEDIA PSYCHOLOGY: UNDERSTANDING PROCESSING TO UNDERSTAND PROCESSES
Bowman, N.D.
31 July 2013
Universität MünsterMedia and Interaction Lab
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
OUTLINE
• Task Demand as Selective Exposure • Pleasures as Control + Cognition• Violence as a Many-Splintered Thing• Real Habits as Virtual Behaviors
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
ACKNOWLEDGEMENTSJaime Banks
Frank Biocca
Ian Bogost
Jennings Bryant
Yen-Shen Chen
Mun-Young Chung
Elizabeth Cohen
Leyla Dogruel
Allison Eden
Sven Joeckel
Alexander Lancaster
Ryan Lange
Amanda Lange
Mary Beth Oliver
Brett Sherrick
Art Raney
Ryan Rogers
Christina Schumann
Daniel Schultheiss
John Sherry
Ron Tamborini
Rene Weber
Julia Woolley
Many, Many More
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
BACKGROUNDCommunication & Media Psychology
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
WHO AM I?
• BA/MA, U Missouri-St. Louis• Fmr. media professional • PhD, Michigan State U• Experimental research• Path analyses as process
models
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
S O R
Stimulus Response
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
S O R
Stimulus Response
Organism
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
S O R
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
THE “MEAT”Communication & Media Psychology
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
• Are video games good mood managers? – YES: they are more distracting that other
forms of media– NO: they are too complicated
• Question posted by Bryant and Davies (2006) with very little empirical follow-up
TASK DEMAND AS SELECTIVE EXPOSURE
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
TASK DEMAND AS SELECTIVE EXPOSURE
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
TASK DEMAND AS SELECTIVE EXPOSURE
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
PLEASURES OF CONTROL + COGNITION• Games tend to feature “adolescent fantasies
of gladiator battles and zombie shootouts”• 2009 = Year of the “Grown-Up” Game• Can games be both fun and meaningful?
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
PLEASURES OF CONTROL + COGNITION
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
PLEASURES OF CONTROL + COGNITION• 97.6% fun vs. 71.9%
meaningful• “insight” as separate need• “Pleasure of Control”• “Pleasure of Cognition”
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
PLEASURES OF CONTROL + COGNITION
Enjoyment AppreciationStep 1: Controls Gender -.05 -.22***
Age -.09 -.10+
∆R2 .01 .06***
Step 2: Intrinsic Needs Competence .47*** -.02 Autonomy .13* .02 Relatedness .01 .36***
Insight -.05 .58***
∆R2 .28*** .69***
Step 3: CA Identification -.08 -.01 Suspension of Disbelief .00 .03 Control .12* -.06+
Responsibility -.08 .10**
∆R2 .02+ .01+
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
PLEASURES OF CONTROL + COGNITION• Implications
??
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
• Which of these is violent?
VIOLENCE AS A MANY-SPLINTERED THING
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
• Content is not “just” violent
VIOLENCE AS A MANY-SPLINTERED THING
Violence
Graphicness Realism Justification
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
VIOLENCE AS A MANY-SPLINTERED THING• Blood Reign (+G, -R, -J)
– Very Violent– Least Preferred
• Bloody Justice (+G, +R, +J)– Most Violent– Most* Preferred
• Underlord (-G, +R, -J) – Somewhat Violent– Most Preferred
• Mystic Battle (-G, -R, +J) – Least Violent– Somewhat Preferred
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
VIOLENCE AS A MANY-SPLINTERED THING• Of course, this all
focused on enjoyment…but what about appreciation?
• Narrative justification vs. user justification
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
REAL HABITS AS VIRTUAL BEHAVIOR
• How virtual is virtual?– Media used in habit
training– Our minds don’t
separate “actual” and “virtual”
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
Walking as dominant lifestyle activityStep one
Video game skill -.382 -3.05 .004Body shame .338 2.71 .010
F(2,47) = 12.6p < .001
R2 = .348
Step twoVideo game skill -.387 -3.08 .003
Body shame .326 2.59 .013Experimental condition
(0 = waypoint, 1 = freeplay)-.109 -.919 .363
F(4,46) = .844p = .363
ΔR2 = .012
REAL HABITS AS VIRTUAL BEHAVIOR
β T Sig.Walking not dominant lifestyle activity
Step oneVideo game skill -.264 -1.72 .093
Body shame .165 1.07 .289 F(2,47) = 3.78
p = .030R2 = .139
Step twoVideo game skill -.189 -1.24 .221
Body shame .218 1.45 .154Experimental condition
(0 = waypoint, 1 = freeplay)-.285 -2.21 .039
F(3,46) = 4.50p = .039
ΔR2 = .077
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
REAL HABITS AS VIRTUAL BEHAVIOR• Implications
– , in decreasingly-”virtual” spaces, real habits = virtual habits
– IDs external predictors of observed game choices
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
OTHER PUBLISHED OR IN PROGRESS WORK• How does the presence of an audience influence the media experience?
– Makes us try harder (Media Psychology [link])– Induces contagion (NCA ‘13 Top Paper [link])
• How might moral salience influence media usage?– Results in variable content in different (sub)cultures (Mass Communication and
Society [link])– Transforms “game (random)” behaviors to “gut (biased” ones (Media Psychology
[link])
• How does character identification work? – Allows us to use avatars as tools or as social beings (AoIR ‘13 [link])– Explains pro-social and anti-social gameplay (CyberPsychology [link]
Side-Projects• “Big Data” privacy perceptions
& networked cultures • Corporate cyber-bullying• Social media & sports• Subjective quality in games• Learning German• Understanding Canada• Consuming *all of the media*
WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES
FOR MORE INFORMATION
• Nick Bowman, Ph.D. [CV]Twitter (@bowmanspartan)Skype (nicholasdbowman)nicholas.bowman@mail.wvu.edu
Media and Interaction Lab