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Storytelling in Practice: Brand Narratives and Archetypes
1. Storytelling In Practice
BRAND NARRATIVES &
ARCHETYPES
Brand Psychology & Audience
Engagement Doctoral
Concentration
Fielding Graduate University
Dr. Pamela Rutledge
Fielding Graduate University
prutledge@fielding.edu
• @pamelarutledge
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What’s My Story? Faculty, Fielding
Lead Faculty:
Brand Psychology & Audience Engagement Doctoral
Concentration
Positive Psychology & Media Doctoral Concentration
Director, Media Psychology Research Center
Blogger Psychology Today, Positively Media
Recent publications:
Exploring Positive Psychology: The Science of
Happiness and Well-Being Co-Author
Media Psychologists in APA’s Career Paths in
Psychology
The Psychology of Mobile Media in Global Mobile
Arguing for Media Psychology as a Distinct Field in
Oxford Handbook of Media Psychology
The Impact of Social Media on the Success of the
Twilight Saga." In The Psychology of Twilight
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What is a Brand?
Traditional definition:
Includes things like a name, a term, symbol, or design
Can also apply to
Companies, Products, Services, Ideas, Campaigns, Groups, People,
Social Movements
Something that differentiates.
Something that has a story
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No, it’s a picture Your brain can’t help itself. It starts
to fill in all the missing pieces.
How do we know this picture isn’t a
story all by itself?
Because your story isn’t the same
as the person next to you. Your
brain supplies all the assumptions,
the intentionality and projects action
based on your own models and
biases.
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Why Tell Stories?
§ Language of the brain
§ Connect us with universals, symbols,
myths & metaphors
§ Provide a context for memory
§ Define the world and our place in it
§ Bridges differences, creates trust
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StoriesAre
Efficient
Use the information stored in the receivers
brain:
• Archetypes
• Metaphors
• Experience
• Cultural references
• Not everyone will define “hero” the same
way, but everyone will have an
understanding of the hero.
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Assumptions:
Brand Story
Brands are stories that expand functionality
into symbolic meaning
Consumers use brand stories to satisfy their
own desires and to create/extend their identity
Brand-consumer relationship is both social
(active) and parasocial (projection)
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The main reason to
tell stories:
People don’t want
more information
They want
Faith
26. Cognitive Shortcuts
I’m lazy
I have a bunch of
unconscious rules
and models
I assume others are
the same as meI use what I know
best -- me
I prefer less choices
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Assumptions:
Archetypal
Impact
The most powerful and iconic brands embody
archetypes
Archetypes extend communication to cultural
values and meanings
Archetypal patterns become filters for
understanding events
Myths:
• Simple stories with archetypal roots
• Help people make sense out of the world
• Provide ideas to live by
• Resolve life’s most difficult questions
• Icons are encapsulated myths
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Stereotype Archetype
Rooted in culture-specific norms that are
simplistic & undifferentiated
Rooted in universal truths that are
rich & distinctive
Source: Jon Howard-Spink in Using Archetypes to Build Stronger Brands
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Archetypes in Culture
Anna Nicole Smith
Rags to Riches (Cinderella)
Gold Digger/How to
Marry a Millionaire (Siren)
Live Fast/Die Young (Rebel)
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Archetypes & Motivation
MOTIVATION STABILITY/CONTR
OL
BELONGING/ENJO
YMENT
MASTERY/RISK INDEPENDENCE/F
ULFILLMENT
Creator Jester Hero Innocent
Caregiver Regular Guy/Gal Outlaw Explorer
Ruler Lover Magician Sage
Customer Fear Financial ruin, ill
health,
unconscious
controlled chaos
Exile, orphaning,
abandonment,
engulfment
Ineffectuality,
impotence,
powerlessness
Entrapment,
selling out,
emptiness
Helps Customer Feel safe Have love &
community
Achieve Find happiness
Mark, M., & Pearson, C. S. (2001). The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. New
York: McGraw Hill. P. 18
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Find YourArchetype •What is the image that comes to
mind?
•Foundations of the brand
•The values that drive the company
•The brand personality
•Single goal of the brand?
•The personality of the brand?
•What is the voice of the brand?
•Eliminate all that don’t fit
•Select most similar
•Identify discrepancies and
alignmentsEXERCISE
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FACULTY
Dr. Karen Dill-Shackleford
Social psychologist, dissertation on video game violence
effects; influence of positive and negative portrayals of
race and gender in the media and on communication about
domestic violence
Dr. Garry Hare
Advocacy, media and political psychology; the impact of
media on international conflict resolution; the impact of
television on social and political ideation; the impact of
radio and the web on local policy; editorial cartooning.
Dr. Jerri Lynn Hogg
Social impact of technology and new media including:
Social Media, How we communicate in a digital world, The
Digital Classroom, Augmented Reality, Media Literacy and
Media Reform.
Dr. Pamela Rutledge
Psychology of storytelling and narrative in message,
branding, and persuasive; the application of neuroscience,
cognitive psychology, and positive psychology to the
media development.
Dr. Jason Ohler
Distance learning and e-learning; online community;
assessment of technological impact; digital/oral/written
literacy; digital storytelling and narrative development;
new media.
Dr. Regina Tuma
Psychology of social media; aesthetics, social media and
the psychology of cognition; psychology of Big Data;
social representation theory, the thinking society and
minority influence; history of media psychology
Dr. Daniel Sewell
Cognitive psychology, Intersection of media and cognitive
psychology, Research methods, Statistics
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ADMISSIONS
Admission Criteria
A bachelor’s or master’s degree from a U.S. college or university
accredited by a regional accrediting agency or one recognized by the
U.S. Department of Education and the Council for Higher Education Accreditation
A minimum undergraduate grade point average (GPA) of 3.0
Admission Application – Spring 2017 Application Deadline is October 28,
2016
Application form
Application fee
Two (2) Letters of Recommendation
CurriculumVitae
Statement of purpose
Critical Thinking Writing sample
Official transcripts in sealed, unopened envelopes
International transcript evaluation (if applicable)
All application materials become the property of Fielding Graduate University. We encourage you to keep copies for your records.
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TUITION AND FINANCIAL AID
Tuition Information (9/22/16):
Current tuition is $27,180/year. ($9,060/term)
Additional costs for sessions, travel, hotel,
supplies, and books
For more information:
http://www.fielding.edu/programs/psy/media/tuition.aspx
Financial Aid Information:
For more information, scholarship opportunities
and information links:
http://www.fielding.edu/financialAid
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TRANSFER CREDITS
Up to 20 transfer credits
Requirements
Courses must be master's or doctoral level from a regionally
accredited college, university, or professional school.
Taken within the past five years.
Grades in the courses must be B or better
Procedure
At the time of admission, or during your first term, submit an
application to transfer credits
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RESIDENCY
8 days of face to face academic credit required during the program
Many opportunities for face-to-face and group program activities to meet
requirements and expand your doctoral studies
Regional gatherings (clusters) of students and faculty
Once per quarter, either on the East Coast, West Coast or Mid West.
National Sessions
National and Research Sessions
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HOW LONG DOES IT TAKE?
The Media Psychology PhD program is self
directed, so completion time depends on you:
Motivation
Organization
Planning
Previous knowledge
Time available
The program is designed to take anywhere from
approx. 4-6 years to complete.
At the minimum required level (18 units per year), you
will complete the program in about 5 years
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COURSE STRUCTURE
There are three terms per year and you are required to complete a minimum of 18 units per
year to maintain good academic standing. Courses are done in the following ways and may vary
depending on faculty and the course:
MOODLE SEMINARS- have a specific start and end date within a term.These courses tend
to be a bit more structured with weekly assignments and discussion.The number of students vary
depending on the faculty and course, but it is typically not more than 12-15 students. Most of the
work can be done asynchronously.
INDIVIDUAL ASSESSMENT CONTRACTS- A few courses can also be contracted for
on an individual basis.You will contact that faculty member to create a contract that will go
throughout a term on how you will show competency so the length can vary.This is typically
done through research, reading, and writing papers but can include presentations and conferences
as well. Most of the work is done asynchronously.
We recommend you have a minimum of 20 hours a week to spend on coursework.
The length of courses will vary, but they typically last one term
You may be working on several courses per term
The assignments will vary depending on the type of course and faculty
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GRADUATION REQUIREMENTS
Total = 94 units
For more detailed curriculum information and course descriptions:
http://www.fielding.edu/programs/psy/media/curriculum.aspx
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WILL I HAVE ANY SUPPORT?
Absolutely!
Each student has a primary faculty advisor who works closely with
you through program.
Students are also assigned a student mentor that you can contact
for any questions or advice about the program.
Administrative support in
Santa Barbara:
• Graduate Program Advisor
(GPA)
• Program Manager
• Program Director
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CONTACT
INFORMATION
Dr. Jerri Lynn Hogg
Media Psychology Program
Director
jhogg@fielding.edu
Juliana Hydanus
Media Psychology Admissions
Advisor
jhydanus@fielding.edu
OR
mediaadmission@fielding.edu
805-898-4020