is perhaps the best example of this approach.The basic idea is that we must know something about the targeted population. For example, we already know that people who practice risky behaviors tend to be high sensation seekers. High sensation seekers are most highly influenced by messages that have a high sensation seeking value. Thus, if we can direct people who have a high need for sensation (by giving them a sensation seeking test) to messages that have a high sensation seeking value, then it is more likely that the message will be able to help the high sensation seeker from committing a risky behavior that could potentially have negative consequences (for example, drunk driving --> a car wreck, unprotected sex --> unwanted pregnancy/sexually transmitted disease...).
The challenge with message tailoring is knowing enough about the targeted group to be able to adequately predict the possible effects that exposure to a specific type of message are likely to have. As our society diversifies, it seems likely that the number of groups will increase. While one may argue that the range of human diversity has always been large, embracing this diversity is really something of a recent occurrence. When I was a child, there were only a couple of types of music available on the radio. Now, there are a zillion different varieties that attract subtly different types of audiences. Not only does one target types of people, but also locations where these types of people tend to congregate. The best time, place, and message design is likely to reach the largest number of people.
Yet again, if we intend to influence people's thoughts, feelings, and behavior, I hope we consider the ethical implications. Should people be allowed to make their own mistakes and learn from them, or should people be protected from them selves? How do we judge what is right or wrong for other people? Are there universal behaviors, attitudes, and/or ideas that are wrong, or harmful? Who decides? Who decides!
1 comment:
I believe that when creating messages one should consider the ethical implications of those messages. I think that when creating messages that are intended to persuade and influence another person, we must keep ourselves in check ethically.
Though I believe ethics to be important in message design, I think that circumstances depend immensely. For example, if one is trying to persuade an audience to take a prescribed drug, they must list the side effects of that drug. If they do not, and something bad were to happen to the person taking the drug, that is not ethically correct of those who designed the message about the drug.
However, if one is designing a message to persuade an audience to eat a certain type of fruit, the ethical considerations are very different. There aren't any real risks in this case. Therefore should the message designer consider this situation ethically troubling?...probably not.
Deciding on influencing the thought process of another human being can be very tricky, but if ethics are taken into account when necessary there is nothing to fear.
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