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Music Video Persuasion:Music Video Persuasion:NickelbackNickelback
‘If Everyone Cared’‘If Everyone Cared’
24 November 2008Youjin Chung 2005240020
Division of International Studies
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Power of the VisualPower of the Visual
Music Video as Persuasive Music Video as Persuasive
ArgumentArgument
Case Study : Nickelback MVCase Study : Nickelback MV
ImplicationsImplications
ConclusionConclusion
OutlineOutline
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Effects Intentional
Interpersonal
SymbolicNon-
coercive
PersuasiPersuasionon
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Qualities of the Visual
Symbolic and Emotive (Iyer and Oldmeadow, 2006)
Positioning power (Boholm, 1998)
Vividness effect (Taylor and Thompson, 1982)
Availability heuristic (Tversky & Kahneman, 1974)
Verification of authenticity (Graber, 1996)
Powerful in shaping persuasive messages
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Music Video & Persuasion
Studies since the birth of MTV (1981)
– “Messages that advance claims in order to gain the adherence of viewers” (Walker, 1994)
– “Open-ended quality, aiming to engulf the viewer in its communication with itself” (Aufterheide, 1986)
– “Speaks a language everyone understands, a language of images” (Ross, 1990)
– “Heighten awareness and encourage viewers to think, contemplate and reflect” (Walker, 1994)
Effects Intentional
Interpersonal(Intra)
SymbolicNon-
coercive
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Case Study: NickelbackMV ‘If Everyone Cared’
Canadian rockband (1995-present)
Released on Nov 2006
Reached #1 on Billboard Hot Adult Top 10 Tracks Chart in Jan 2007
100% of all digital sales to be donated to charity
Theme: “People can change the world by caring”
Tells stories of ordinary people who have done extraordinary things for the humanity
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Results
Sold 1,110,819 downloads in the US alone as of 12 Jan 2008
Donated $600,000 to Amnesty International and International Children’s Awareness Canada (ICA) on 1st Feb 2008
“The awareness generated by this donation sets an example for others to emulate, and become a force multiplier in the fight to end poverty in the developing world.” -ICA Executive Director, Ed Smith
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Implications
Hot media (textual) vs Cool media (visual)Cognitive Incongruity
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+ –
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ConclusionMusic videos, as persuasive messages, can be effective in bringing about attitudinal/behavioural changes
MusicMusic
VideoVideo
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Thank you!Thank you!
Q & A : )Q & A : )