of Ernest Bormann 18 Symbolic Interaction Theory VIRAL VIDEOS How do videos go viral Symbolic Interaction Theory Theory helps explain the relationships among TASTEMAKERS ID: 591365
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Symbolic Convergence Theoryof Ernest Bormann
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Symbolic Interaction Theory VIRAL VIDEOS How do videos go viral?Slide3
Symbolic Interaction TheoryTheory helps explain the relationships amongTASTEMAKERSCOMMUNITIES OF PARTICIPATIONTHAT WHICH IS “UNEXPECTED”How tastemakers encourage communities of participation to respond to the unexpected.Slide4
Symbolic Convergence Theory
Symbolic convergence
: two or
more private symbol worlds incline
toward each other, come more
closely together, or even overlap
Concerned with
group response to a message or imagery
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Symbolic Convergence Theory
Bormann observed that group members often dramatized events happening outside the group—things that
took place at previous meetings,
or what might occur in the future
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Symbolic Convergence TheoryAt times, group members added to the stories or chimed in with matching narrativesSharing group fantasies fosters group cohesion when accepted enthusiasticallySlide7
Tastemakers
Rhetorical visionaries
: persons who communicate the composite drama that catches up large groups of people into a common symbolic reality
That is, they appeal to rhetorical communities.
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Tastemakers and Dramatizing Messages
Dramatizing message
: imaginative language by group member describing past, future, or outside event; a creative interpretations
“
Dramatizing accounts of past
occurrences artistically organize
what are usually more complex, ambiguous, and chaotic experiences
”
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Fantasy Themes and
The Unexpected
Fantasy theme
: content/essence of the dramatized message
Bormann: group members’ meanings, emotions, motives, and actions
apparent in fantasy themes
Many fantasy themes indexed by
symbolic cue
– agreed-upon trigger that sets off group members to respond as they did when they first shared the fantasy
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Response of Rhetorical Communities (Participant Community)
Fantasy chain
: symbolic explosion of agreement within a group in response
to a member
’
s dramatizing message
Common ground, meeting of the minds, mutual understanding, meeting of the minds, groupiness, common social reality and/or empathic communion
Acceptance of the theme
does not mean
uniform chain response
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Hope and ChangeHow does this ….Slide12
Hope and ChangeBecome this ….Slide13
Hope and ChangeAnd lead to that ….Slide14
Hope and ChangeAnd result in the ravings of intelligent, professional people ….“He’s like nothing I’ve ever seen before.” “Seriously, I really think he’s a messiah figure for America.” “The morning after the election, I’m going to wake up and feel like I’m in heaven.” (Weigel, 2009, p. 24)Slide15
ACTIVITY
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COM 305 Fantasy Theme
Class Song as Symbolic Cue
Individual choice (homework)
Use rhetorical skills to establish group common ground (in class)
Select a visionary to secure class fantasy chain reaction (in class)Slide16
The UnexpectedSlide17
Dramatizing MessageTry to replace the reining championYou are free to take inspiration from MeTheoriesTests Prior TOP HAT activitiesSlide18
Fantasy Themes and
The Unexpected
Fantasy theme
: content/essence of the dramatized message
Bormann: group members’ meanings, emotions, motives, and actions
apparent in fantasy themes
Many fantasy themes indexed by
symbolic cue
– agreed-upon trigger that sets off group members to respond as they did when they first shared the fantasy
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Fantasy Themes Analysis
Rhetorical criticism used to
interpret
fantasy themes and rhetorical visions
Characters
Plot lines
Scene
Sanctioning agent
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Critique: Judging SCT as Both a Scientific and Interpretive Theory
When 6 standards for social science theory and 6 criteria for interpretive theory are applied, SCT stands up
Minimal success determining when a dramatizing message will trigger a chain reaction
Prosocial bias
Ignores issues of power
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