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BeYOUtifully KIND. Be Kind Project

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Be Kind Project

Prepared by Gina Neace

Washington State University

COMSTRAT 561, Summer 2016

Be

YOU

tifully

KIND

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Table of Contents

Persuasive Piece #1 & Evaluation 3

Persuasive Piece #2 & Evaluation 6

Persuasive Piece #3 & Evaluation 9

Fear Appeal Example & Evaluation 12

Inoculation Strategy Example & Evaluation 15

Peripheral Route Processing Example & Evaluation 17

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Persuasive Piece #1

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EVALUTATION:

My first opinion piece was written with the intention of utilizing the Elaboration Likelihood Model (ELM) and more specifically, central route processing. “ELM focuses on the processes by which these aspects of a message influence people to change their attitudes.” (Booth-Butterfield et al, pg. 156) By breaking down and defining what bullying is, I'm forcing readers to reevaluate not only what bullying is, but if it truly is a problem within our society.

Additionally, in an effort to push readers to process my persuasive post via central route

processing where they are “likely to evaluate and think critically about the arguments contained in the message,” I pose questions to the reader about change, while simultaneously providing them with answers/things to consider. This again forces them to methodically think through their response. “Elaboration goes beyond simply paying attention to or comprehending the arguments contained in the message; elaboration involves generating one’s own thoughts in response to the information to which one is exposed.” (Booth-Butterfield et al, pg. 156)

I believe that this piece is effective because not only does it open readers’ eyes to what all bullying encompasses but it also allows the reader to come to their own conclusion on what needs to happen to create change. By intermixing questions with statistics, I am working to give readers more to think about as they work through and form their own thoughts. This ultimately strengthens the message as well, because viewers have then come to their own conclusions, opposed to being told what their viewpoint should be.

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Persuasive Post #2

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EVALUTATION:

The second opinion piece I wrote utilizes cognitive dissonance, more specifically belief disconfirmation paradigm where “it is assumed that dissonance is aroused when persons are exposed to information inconsistent with their beliefs.” (Harmon-Jones, pg. 101)

Our reading states that, “the term dissonance has been used to refer to both the cognitive inconsistency and the aversive motivational state the inconsistency produces.” (Harmon-Jones, pg. 100) This is best exemplified in the story/situation I share with readers where I realize that my in the moment response to a friend is different from my beliefs – the discord I feel is due to the realization that my initial response was not only part of the problem it was not what I truly believed.

I then go on to talk about how this realization makes me feel – embarrassed and uneasy – and how it motivates me to change, so that I can alleviate the dissonance I am feeling. “The presence of a cognitive inconsistency of sufficient magnitude will evoke an aversive motivational state – dissonance – that drives genitive work aimed at reducing the cognitive inconsistency.” (Harmon-Jones, pg. 100)

I believe that this piece is effective due to its relatable nature. There are times in each of our lives where we say something that we later regret or realize is wrong. In this piece, I openly share and admit to my initial thoughts being wrong. I then take it a step further by walking the reader through my thought process and why my initial response made me uneasy. By taking readers on the journey with me I not only become more relatable, but I’m able to better explain and support why bullying is a problem and why being consciously kind is part of the solution.

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Persuasive Post #3

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EVALUTATION:

My third opinion piece utilizes fear appeal, more specifically a high fear appeal message. “A high fear appeal message is a message that evokes comparatively greater fear or anxiety in receivers.” (O’Keefe, pg. 224) The idea of statements such as “nobody likes you,” “go kill yourself,” “you are ugly,” “you are fat,” and “you are worthless” being said to or by someone that you care about is extremely unsettling. No one wants to hear of this happening, so by opening with these words along with the personalization of saying it could be said to or by someone they care about has the ability to immediately invoke fear. Next, I add to the fear by discussing the possibility of statements like these being uttered without the reader knowing. By backing this statement up with a fact, it reinforces the possibility of it truly potentially happening. Not only are these things being said, now they don’t know about it. Finally, I describe the

consequences – the higher suicide attempt rate and the higher risk for mental heath problems – these statistics vividly paint a picture of the consequences of bullying. “A high fear appeal message is one containing explicit, vivid depictions of negative consequences” (O’Keefe, pg. 224)

Do I believe that this message is effective? Yes. “Fear appeals are persuasive messages designed to frighten people into doing what the message recommends by depicting the terrible

consequences of noncompliance.” (Morales, pg. 383) By depicting an unnerving situation and then providing a solution to the fear I have just described, readers are going to be more inclined

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Fear Appeal Example & Evaluation

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EVALUTATION:

The above image shows the arm of someone who has just committed suicide by cutting his or her wrist. Instead of blood, however, different words of hate are shown in red as the reason(s) for the suicide. In the top right corner the ad reads, “Sticks and stones may break my bones, but words can kill. If you’re a bully, or are being bullied, you can get help and support at

cynermentors.org.uk the site run by young people, for young people.”

In our reading it states, “Fear appeals are persuasive messages designed to frighten people into doing what the message recommends by depicting the terrible consequences of noncompliance.” (Morales, pg. 383) If you say mean things – if you call people fatty, pizza face, loser, lard, fatso, etc. or are called these things the consequence is that you could be a suicide risk or the reason that someone takes their own life – so stop. Get help.

Utilizing fear to persuade people to get help (at cybermentors.org.uk) if they are either being bullied or being the bully, this ad brings to light the severity of what cyber bulling can lead to – death. By playing to people’s humanity, this ad invokes fear – no one wants to commit suicide or be the reason that someone commits suicide, yet words, our words have the power to do just that. And, if we don’t get help, this is what may happen. By showcasing the words in red, this image further drives home just how much power our words have, creating fear that we may not realize just how hurtful we are sometimes and that we have more power with what we say than what we realize.

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of the lifeless hand cut at the wrist is a vivid image. It’s hard to mistake this as being anything else, making it a high fear appeal message. Furthermore, instead of blood, we see words of hate in red, amplifying the reason for the lifeless hand.

Do I think this image worked? Yes. This ad is unnerving, and that’s the point. Furthermore, according to www.utalkmarketing.com, in less than 3 weeks after launching, more than “23,000 young people have accessed the site seeking help and support from their peers. Amongst these young people, hundreds are openly admitting to having suicidal thoughts and self harming as a result of the verbal and or physical bullying they are experiencing both offline and online.” – This campaign got young people to not only stop and think about how they treat others, but it got thousands to take action, to get help, making the campaign, in my opinion, a success.

Reference:

http://www.utalkmarketing.com/pages/CreativeShowcase.aspx?ArticleID=13459&Filter=0&Keywords=&Order=L ATEST&Page=1&Title=Beatbullying%20and%20Joe%20Calzaghe%20launch%20nationwide%20suicide-themed%20ad

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Inoculation Example & Evaluation

EXAMPLE:

https://www.youtube.com/watch?v=POYfdP2Njao

EVALUTATION:

The above two-minute informational video artfully types out bullying statistics – both about victims and bullies, while the song “Are You Happy Now” plays in the background. Visually portraying general statistics about bullying, the video goes on to describe the different kinds of bullying, verbal and emotional, while detailing out what these include – spreading rumors, swearing, yelling insults based on race, gender, sexual orientation and religion, pushing, shoving,

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Inoculation theory focuses on “the process by which persons can be made resistant to persuasion.” (O’Keefe, pg. 246) In this example, the message is working to make viewers resistant to the viewpoint or belief that bullying is not a problem and that it’s just kids being kids.

Using a supportive treatment, which our reading defines as consisting “of giving receivers arguments supporting the truism,” (O’Keefe, pg. 248) the communicator displays different statistics about bullying, showing the viewer not only how prevalent bullying is but what it entails. Examples of this include, “77% of all students are bullied verbally” and “these types of bullying can also include spreading rumors, swearing, and yelling insults based on an

individual’s race, gender, sexual orientation, religion, etc.” This reinforces and supports the truism that bullying is a problem. Simultaneously, the viewer is also exposed to statistics about bullies. This could be considered a refutational treatment in that it focuses not on the victims (those who are bullied) but on the bullies. A refutational treatment consists of, “showing receivers a weak attack on the truism and then refuting the attack.” (O’Keefe, pg. 248) This is best exemplified with the statistic, “about 1 in 5 students admitted they are responsible for bullying their peers” as it reinforces that kids are just being kids – why else would the number be so high?

Do I think the video is effective? Yes. Each statistic displayed throughout the video is an argument for why bullying is a problem. Additionally, while the refutational treatment does show a vulnerability to the truism, that it can be just kids being kids, it ultimately strengthens the supportive treatment – that being a bully or being bullied is too prevalent in our society and change needs to occur.

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Peripheral Route Processing Example & Evaluation

EXAMPLE:

“You Can Sit With Us” Campaign by Kind Campaign:

http://www.bustle.com/articles/125744-you-can-sit-with-us-campaign-finds-support-from-celebs-who-definitely-arent-mean-girls

https://www.omaze.com/made/kind

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EVALUTATION:

While this specific campaign is not live, I think it’s a great example of peripheral processing. “… Attitudes changed through the peripheral route are often not based on any evaluation of the arguments but instead are based on heuristics or “rules of thumb.”” (Booth-Butterfield, pg. 158) In an effort to not only spread love and kindness but also raise awareness surrounding the negative affects of girl-againsgirl bullying, the Kind Campaign made “You Can Sit With Us” t-shirts. Female celebrities including Sophia Bush, Julianne Hough, Nina Dobrev and Connie Britton all jumped on board, showing their support by posting pictures on Instagram of them wearing the shirts and sharing the importance of spreading love and supporting one another. “Attitudes formed through the peripheral route may be based on a cue that is irrelevant to the content or merit of the communication.” (Booth-Butterfield, pg. 158) This is best demonstrated with the possibility that viewers who follow any of these celebrities may be inclined to order the t-shirt, not necessarily because they believe in the Kind Campaign and want to show their support, but because they want to own and wear the same shirt as the woman they idolize… Sophia Bush wore the shirt and I want to be like Sophia Bush.

In thinking about the effectiveness of this campaign, I would argue that it was successful in that it accomplished its goal of raising awareness. While viewers may have originally clicked on the link and purchased the shirt to be like their idol, they still engaged with and extended the conversation about the Kind Campaign. Not only did people become walking

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Commitment Strategy Example & Evaluation

EXAMPLE:

http://www.thebekindpeopleproject.org/take-kind-pledge-page.html

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EVALUTATION:

The Be Kind People Project encourages kids and teachers/classrooms to take the Be Kind Pledge by either submitting their signatures online or on Facebook, committing to practicing kindness. By getting kids to pledge and commit to being kind, the Be Kind People Project is utilizing the foot-in-the-door technique. Through starting with a little request they will be able to “gain eventual compliance with related larger requests.” (Cialdini, pg. 65) Furthermore, once they agree to the small request, “You can use small commitments to manipulate a person’s self-image; you can use them to turn citizens into “public servants,” prospects into “customers,” prisoners into “collaborators,” Once you’ve got a person’s self image where you want it, that person should comply naturally with a whole range of requests that are consistent with this new self-view.” (Cialdini, pg. 67)

This campaign has the potential to be effective in a couple of ways. First, by getting kids and classrooms to commit on paper to being kind, they are more likely to “live up to what they have written down” (Cialdini, pg. 71) and be kind. Second, by getting kids to commit, not only will their self-image will change (they will act kind and become a public servant to being kind to others), but they will be more inclined to stand up to their peers who have also committed but are not upholding their commitment. “Whenever one takes a stand that is visible to others, there arises a drive to maintain that that stand in order to look like a consistent person.” (Cialdini, pg. 71)

References

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