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Social Convergence Theory
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Why SCT is the most effective:
So what's Trump got to do with SCT?
What is the Symbolic Convergence Theory?
- Reaches a diverse population
- Snowball Effect
- Plays into people's emotions and deepest beliefs that they may not have expressed in the first place.
Offers an explanation for the appearance of a group's cohesiveness, consisting of shared emotions, motives, and meanings. It can also explain how we use fantasy-like themes to explain reality.
Trump, like many other politicians, can play off of shared fantasies and personal experiences of millions of Americans and turn that into a common message that resonates.
Stages of SCT:
Mean Girls and SCT
What do these people have in common?
1) Emergence or Creation
2) Consciousness-Raising
3) Consciousness-Sustaining
4) Vision-Declining
5) Terminus
In this clip, you will see the girls talking negatively about others and even themselves, which over time has become the norm and part of being in the group.
Aristotle: Older than dirt.
5 Cannons: Only applies to speeches.
Cog. Dissonance: You're playing mind games on yourself.
Problem Integration: If you don't agree with the solution, then how are you persuaded?
Elaboration Liklihood: Which is which?
Uses and Gratification: Not even a theory
Cultivation: You better have a TV
Agenda Setting: Media thinks you're stupid