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Using Lay Epistemology to Analyze Influential
Communications
How People and Organizations Make Decisions
Using Lay Epistemology to Analyze Influential
Communications
How People and Organizations Make Decisions
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What’s Ahead
• Classic Communications Rubrics.
• At Least One Really New Macro Take on How Beliefs Get Established.
• Examples of How You Might Use This.
• Prizes Barely Worth the Effort.
The Path
• Introductions
• Why Theories?
• Rubrics and Theories
• You: Does This Connect To Your Work?
Please Say Hello
• What are you doing?
• What guidelines do you dig?
• What beliefs do you need to change?
Hi, I’m Dave
By Day: Interactive Strategist
for a tiny part of Thomson Reuters
I Also Write About Online Law
www.UsefulArts.us.
Geek Check
?
#1 - Is Theory Useful?
We love theories and rules
http://www.wired.com/wired/
Stever Robbins – Big Brains
We Do Start and End With Data
63% increase in total CTR
First issue
Next issue
Seth Says
Blogs work when they are based on: – Candor – Urgency – Timeliness – Pithiness– Controversy
This Leads to Some RubricsAbout What Works
Avoid the decision entirely
Phycho-Kinesthetic Flow
• LEARN – SEE – ACTJoseph Carrabis, NextStage Evolution
Select One Point of High Ground• Innovation Leader (product leader)• Operational Efficiency (value leader)• Customer Experience (service leader)
Meet Arie Kruglanski
Distinguished University Professor at the University of Maryland, College Park
National Institute of Mental Health Research Scientist Award (Career Award)
NAS panels on counterterrorism, and educational paradigms in homeland security
What’s The Theory?
<good theory attributes complexity=“minimal” durability=“high” limitation=“low” proprietary=“no”
“Lay Epistemology”
Context
1. We never have total access to all relevant information.
2. So, we’re never fully certain of things.
3. That’s life.
4. We make constructs anyway.
5. And regard them as definite when we assume their propositions are valid.
Knowing How People Make Constructs Helps Us Change Them.
The Need for Certainty
Risk, Vertical Targeting
Certainty
?
The Need for Closure
Closure is Also Desire
Certainty
Closure ?
The Need for Consistency
The Need for Consistency
What do YOU believe?
On brand, repeated
Consistency
Certainty
Closure
Beliefs
Safety
Desires
Consistency
Certainty
Closure
When these don’t align it causes stress
Do These Play in Social Media?
?
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