MASTERCLASS ON  

DIGITAL MEDIA & MARKETING COMMUNICATIONS

STORY WORLDS, REAL IMPACT:

NARRATIVE TRANSPORTATION AND MEDIA INFLUENCE

28th October, 2021

18:30-20:00 (IST)

HOW DIGITAL TRANSFORMATION IS CHANGING MARKETING

Dr. Melanie Green

Professor & Chair of the Department of Communication,

University at Buffalo, USA

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Introduction

Narratives or stories are a fundamental form of communication: authors create imagined worlds that are brought to life in the minds of readers or viewers, and individuals can also share stories of real events. Although media narratives are often associated with entertainment, narrative messages are regularly used for persuasive and motivational purposes in marketing, health communication, and social issue messaging. These messages are most effective when audiences become immersed or transported into the narrative world. Transporting narratives can have effects beyond the immediate enjoyment of entering a narrative world; stories (even fictional ones) can also lead to changes in real world attitudes, beliefs, and behaviours. 


In order to learn more about these issues, we would like to invite you to this interactive and informative masterclass on:

Story Worlds, Real Impact: Narrative Transportation and Media Influence

by Dr. Melanie Green 
 

This masterclass will describe some of the psychological processes underlying the effects of these mediated messages, highlighting the role of affective or emotional responses. Finally, it will discuss current directions in narrative persuasion research.

Speaker

Melanie Green headshot.jpg

Dr. Melanie Green

Professor & Chair of the Department of Communication, University at Buffalo, USA

Melanie C. Green is a Professor and Chair of the Department of Communication at the University at Buffalo. Her work has focused on persuasion and belief change. In particular, Professor Green is a leader in research on how narratives can change the way individuals think and behave, including the effects of fictional stories on real-world attitudes. Her theory of "transportation into a narrative world" focuses on immersion into a story as a mechanism of narrative influence. 


She has also studied the challenges of correcting story-based misinformation and the effects of conflicting stories. She has examined persuasion in a variety of contexts, from health communication to social issues. She has edited two books on these topics (Narrative Impact and Persuasion: Psychological Insights and Perspectives, Second Edition), and has published numerous articles in leading psychology, communication, and interdisciplinary journals. Her research has been funded by the National Science Foundation, the National Institutes of Health, the Spencer Foundation, and the Russell Sage Foundation. 


Professor Green is a Fellow of the International Communication Association and the Society for Personality and Social Psychology, and her work has received the Innovation in Theory award from the Mass Communication Division of the International Communication Association. She received her Ph.D. in Psychology from Ohio State University and has served on the faculties of the University of Pennsylvania and the University of North Carolina at Chapel Hill.  

  • How stories can be used for persuasion in areas such as health and consumer behaviour.

  • The psychology of why media stories are persuasive.

  • Audience differences that may make stories more or less persuasive.

WHAT WILL YOU LEARN?

  • Media & Entertainment Professionals
    Advertising Professionals

  • New age storytellers’ and screenwriters

  • New age Digital Marketers

  • Consumer insights Professionals

  • Marketing Communications Enthusiasts

  •  Digital Media & Technology Consultants

WHO SHOULD ATTEND

Watch The Video