Music Video Persuasion:Music Video Persuasion:NickelbackNickelback

‘If Everyone Cared’‘If Everyone Cared’

24 November 2008Youjin Chung 2005240020

Division of International Studies

Power of the VisualPower of the Visual

Music Video as Persuasive Music Video as Persuasive

ArgumentArgument

Case Study : Nickelback MVCase Study : Nickelback MV

ImplicationsImplications

ConclusionConclusion

OutlineOutline

11

33

55

22

44

Effects Intentional

Interpersonal

SymbolicNon-

coercive

PersuasiPersuasionon

Qualities of the Visual

Symbolic and Emotive (Iyer and Oldmeadow, 2006)

Positioning power (Boholm, 1998)

Vividness effect (Taylor and Thompson, 1982)

Availability heuristic (Tversky & Kahneman, 1974)

Verification of authenticity (Graber, 1996)

Powerful in shaping persuasive messages

Music Video & Persuasion

Studies since the birth of MTV (1981)

– “Messages that advance claims in order to gain the adherence of viewers” (Walker, 1994)

– “Open-ended quality, aiming to engulf the viewer in its communication with itself” (Aufterheide, 1986)

– “Speaks a language everyone understands, a language of images” (Ross, 1990)

– “Heighten awareness and encourage viewers to think, contemplate and reflect” (Walker, 1994)

Effects Intentional

Interpersonal(Intra)

SymbolicNon-

coercive

Case Study: NickelbackMV ‘If Everyone Cared’

Canadian rockband (1995-present)

Released on Nov 2006

Reached #1 on Billboard Hot Adult Top 10 Tracks Chart in Jan 2007

100% of all digital sales to be donated to charity

Theme: “People can change the world by caring”

Tells stories of ordinary people who have done extraordinary things for the humanity

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Results

Sold 1,110,819 downloads in the US alone as of 12 Jan 2008

Donated $600,000 to Amnesty International and International Children’s Awareness Canada (ICA) on 1st Feb 2008

“The awareness generated by this donation sets an example for others to emulate, and become a force multiplier in the fight to end poverty in the developing world.” -ICA Executive Director, Ed Smith

Implications

Hot media (textual) vs Cool media (visual)Cognitive Incongruity

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+ –

+

+–

ConclusionMusic videos, as persuasive messages, can be effective in bringing about attitudinal/behavioural changes

MusicMusic

VideoVideo

Thank you!Thank you!

Q & A : )Q & A : )