Sunday, October 18, 2009

Rethinking Thinking

Men become civilized, not in proportion to their willingness to believe, but in their readiness to doubt. ~ H. L. Mencken

Reflections

Eight weeks ago my doctoral journey began in earnest. Approaching the first assignments for PSYCH 700, my thoughts centered on the specifics of exactly how the class could positively assist my teaching and inform my doctoral studies. After all, currently teaching the elements of critical thinking, what more existed? Quite ironic that my flawed thinking, in assuming that my single-minded focus was enough, informed my approach to thinking about thinking. Or as Bertrand Russell said, ”The trouble with the world is that the stupid are cocksure and the intelligent are full of doubt.” Maybe the application of “stupid” is overstated; nevertheless, my approach was certainly egocentric.

Or, maybe not. Critical thinking is driven by questions, and even though my inane assumption was a bit self-serving, nevertheless, the internal questioning did begin the probing that is essential to the intellectually disciplined process of actively and skillfully conceptualizing, applying, analyzing, synthesizing, and/or evaluating information gathered from, or generated by, observation, experience, reflection, reasoning, or communication, as a guide to belief and action.” [1] Fortunately, my default state is an open mind and a propensity toward absorbing new information. I wrote before (for the class blog) that thinking about thinking seemed a bit strange, especially since I have been told by teachers, friends, family members, etc. my whole life that I "think too much" or just "over-analyze something to death." Can one really think too much or over analyze? Maybe, but thinking critically requires thinking constructively and forms the core of how I live my life.


As civilized people, we all possess the capacity to think. Yet, what is vital is the realization that inherent in our thinking is personal bias, prejudice, and superstitions. A definition of critical thinking that incorporates my personal and teaching philosophy explains critical thinking as “"Reasonable reflective thinking that is focused on deciding what to believe or do. More precisely, it is assessing the authenticity, accuracy, and/or worth of knowledge claims and arguments. It requires careful, precise, persistent and objective analysis of any knowledge claim or belief to judge its validity and/or worth." [2] Furthermore, critical thinking is “that mode of thinking - about any subject, content, or problem - in which the thinker improves the quality of his or her thinking by skillfully taking charge of the structures inherent in thinking and imposing intellectual standards upon them.”[3]


Critical thinking, then, demands a discerning viewpoint, reversing the trend to believe just because you heard it on the news, from your parents, a professor, or even an “expert.” Critical thinking then is a process requiring patience, self-discipline, and immunity to frustration. To think critically you must be willing to sacrifice your own ideas (which takes courage to change), truly listen to the ideas of others (not a passive act), and admitting we don't know everything (and that our opinions can be flawed). Returning to the subject of critical thinking has certainly informed my professional approach; I now know what I know as well as know how little I know. The journey toward self-discovery and understanding media psychology has begun. And, if PSYCH 700 is any indication of lessons to be learned, then the journey will be both exhilarating and captivating.


Then v. Now-The Changing Landscape of my Professional Practice


All of what has been described above is not impossible, but critical thinking needs to be taught, beginning at a very young age, and practiced continuously. We all need to develop highly tuned filters; as information seeps into the brain, we need to employ the baloney detection devices, questioning always, and must consider the source, ask who stands to gain, determine any “agendas, “ and decide what facts are presented, all to critically assess whether the ideas presented are feasible. A quote from Henry Sidgwick further explains the dire need for critical questioning, We think so because other people all think so; or because – or because – after all we do think so; or because we were told so, and think we must think so; or because we once thought so, and think we still think so; or because, having thought so, we think we will think so. “ Don’t mean to be circular, yet it seems his point stems from the idea that most people close their mind when faced with an idea or belief that diametrically opposes their own. As a professional educator, my career requires me to live according to the ancient Greek’s ideal of “an examined life.” [4]

Furthermore, "Critical thinking can be seen as having two components: 1) a set of information and belief generating and processing skills, and 2) the habit, based on intellectual commitment, of using those skills to guide behavior. It is thus to be contrasted with: 1) the mere acquisition and retention of information alone, because it involves a particular way in which information is sought and treated; 2) the mere possession of a set of skills, because it involves the continual use of them; and 3) the mere use of those skills ("as an exercise") without acceptance of their results.”[5] Then, the tenets of critical thinking must inform every assignment. My role is not to just provide facts as items to be digested and regurgitated on a test; instead, critical thinking must become “the hub around which all other educational ends cluster. “[6] The more often the foundational elements of critical thinking are implanted into the class curriculum, and Socratic questioning is implemented, the more proficient students become at developing the life skills necessary for their success. Still, it is vital that the skills learned in this introductory class continue developing, because “those who teach [must] have a solid grounding in critical thinking and in the teaching strategies essential to it”[7] or, neither teacher nor student will achieve success.

Likewise, a marriage must occur between critical thinking and social media. Whether you choose Facebook, Twitter, Blogs, RSS feeds, or other social media options, you must carefully navigate the waters of any Web 2.0 application. All information sources are fallible, as every communicator brings his or her own baggage to the development and processing of the message. What is exciting is my personal involvement in the current communication revolution; still, all of the applications and implications of new media is yet to be fully understood or incorporated. We know that anyone can post a tweet, blog, webpage, etc., thus, the imperative is to develop“social media literacy.” [8] Therefore, “Critical thinking on the participatory Web needs to be about what we upload, post, produce, and behave like as much as what we download, read, watch, and passively consume.“[9]

Teaching hybrid university courses, my knowledge and use of social media is crucial to my professional development. After all, I cannot teach what I do not know. Balance is important. Pressure exists to stay current and connected and electronic communication certainly stimulates the sharing of ideas through different conversations leading to collaboration and collective action, just as Clay Shirky described. Implementing social media into traditional forums must enhance learning and not be used without some specific purpose. Knowing the tools exist is not enough; knowing how the tools can be effectively introduced into the pedagogy leads my current study path.


Moving Forward-Ongoing Research
And Scholarly Development


Ask not if social media will impact my life, but in what ways it already has and will continue to change me and my world. And even more important, how can the changes wrought by social media be positive? All of the readings, discussions, videos, and self-reflections have furthered my knowledge of critical thinking tools and developed a further understanding of the power of social media to inform, empower, and yes, manipulate. Furthermore, my research and writing for the class blog has helped me determine the role social media can and will play in my personal and professional life. Personal growth and professional development is key to successful completion of the Fielding doctoral program, professional success, and personal empowerment. According to Malcolm Forbes, “Education’s purpose is to replace an empty mind with an open one.” My mind is certainly not full, but the tools utilized in the critical thinking class have taught me to question everything, probe deeper, investigate further. What seems to be “true” could easily be an urban myth. To paraphrase a joke that appears in an earlier blog, on the internet no one knows . . . who you are or what you really know. Is what is printed truth or lie?A scary quote from Adolph Hitler, taken from Mein Kampf, 1933, offers a summation of why a need exists for a careful dissemination of publicly consumed information: The great masses of the people…will more easily fall victims to a big lie than to a small one.” New media offers opportunities and challenges. My responsibility is to keep myself grounded in reality and serve as my own gatekeeper. And as an educational shepherd, my role then is to inform not manipulate. No longer just a consumer, I have joined the ranks of social media producers.


[1] www.criticalthinking.org. A statement by Michael Scriven & Richard Paul for the
{presented at the 8th Annual International Conference on Critical Thinking and Education Reform, Summer 1987}

[3] www.critical thinking.org

[5] www.critical thinking.org

[6] IBID

[7] IBID

[9] IBID

images retreived from gogle images.com


Sunday, October 11, 2009

Social Media: A Fad or a Revolution?

You say you want a revolution / Well you know / We all want to change the world / You tell me that it's an evolution / Well you know ...Lyrics by John Lennon and Paul McCarthy. ( http://www.youtube.com/watch?v=KrkwgTBrW78)


Social Media has not only transformed electronic communication, it has also positively impacted attitudes toward communicating in general. Social web tools, such as MySpace, facebook, twitter, blogs, and wikis have burst wide open new avenues of communication. People of all ages, demographics, ethnicities, and nationalities engage in candid conversations on every topic imaginable (and some we wish others couldn’t imagine). These candid conversations enable the development of social kinship built on common goals and interests. Then, through the development of a collective empathy, powerful influence generates social change. Although not face-to-face, nevertheless, one-to-one people congregate through technological tools cooperatively influencing millions, almost instantly.

At first glance, Web 2.0 offers numerous ways one can waste time. While perusing, I subscribed to Google reader, learned about ffonts, a free font site, and discovered a plethora of sites guaranteed to organize my life, prompt me regarding important meetings, and empower my writing. Yet, the more time was spent on the various “tools” posted, a theme emerged. A collection of user friendly applications, such as offered by Web 2.0, promotes individual and interpersonal engagement through technology.



As social media becomes even more pervasive, abuses will emerge, especially by short-term profiteers. (www.overtune.com). Safety is certainly an issue that needs further examination as predatory practices have infiltrated social media sites. Nevertheless, according to Erik Qualman, in his book “Socialnomics09” the influence of social media is permanent. Ways in which social media connectivity has changed society includes:

· Social Media has overtaken porn as the #1 web activity

· A 2009 US Dept. of Education study revealed online students outperformed those receiving face to face instruction (careful, bias probably present due to lack of study qualification)

· 80% of companies now use LinkedIn as a primary recruiting tool

· The fastest growing segment of facebook is 55-65 year olds

· Fall 2009, Boston College did not distribute email address to incoming freshman

Thus, communication consumers update, tweet, text, write on “walls,” and blog, anywhere, anytime, anyplace. Therefore, “word of mouth has become world of mouth.” Imagine the positive and negative implications! (http://www.socialnomics.net/).


Further, Brian Solis, a Principal of Futureworks (A PR and New Media Agency) asserts that “monolog has given way to dialogue . . . and [social media] has caused a fundamental shift” in the way we communicate. Likewise, “social media has created a new layer of influences . . . and an entirely new ecosystem for supporting the socialization of information-thus facilitating new conversations that can start locally, but have a global impact.” Social media, then, ensures that individually and collectively our voices will be heard. The enduring power of social media means a profound legal and economic influence as well. Social tools already mentioned provide the power for us less technologically organized persuaders to influence the judgments of our cohort and policymakers. No longer armchair commentators, we have become mainstream participators.


Certainly, with the high level of media saturation, individuals engage with media in varied and multifaceted means. Will Richardson’s discussion on the impact of social media on education was enlightening. His assertion that society has begun a transformation from consumption to writing which then creates a greater potential for group connectivity is an important point, especially for educators. What is especially exhilarating is a point that Will Richardson made regarding the co-learning between student and educator. Teaching hybrid university courses, and enrolled in an online degree program, Richardson’s views on connective writing, that is, we are now writing with purpose, that everything potentially connects, and that text is not enough since multimedia better engages responders, certainly rings true. As an educator, continuing to develop my knowledge and use of social media is crucial to my professional development. How can I possibly teach what I don’t know? How can I possibly connect to new generations of students if the information I need to convey to them fails to resonate? Electronic communication certainly stimulates the sharing of ideas through different conversations leading to collaboration and collective action, just as Clay Shirky described.


The most important imprint of social media is the ability it provides to remain connected, even when proximity is a concern. While we may not be conversing “face to face” we are communicating, and in some cases, the dialogue is more poignant as some users are more comfortable “talking” through their computer. Although at times my “plugged in” state of being becomes overwhelming, no doubt that without social media tools, I would lose touch with many individuals. As my social media skills continue to develop through my PhD journey and personal research, the impact of social media will continue to enlighten and enthrall me. Clay Shirky stated "publishing is for action," attributing the words to William James, further explains that social media empowers all users, linking people more effectively, to more effectively achieve common goals.


Whatever medium by which you choose to communicate, responsibility remains interlocked with individual or collective persuasive power. Social media’s inherent connectivity holds the power to influence change or manipulate decisions (or maybe a little of both) depending on your viewpoint. Engaging in a dialogue with an online community can inform our decisions, increase interpersonal communications skills, and further develop critical thinking abilities; nevertheless, a healthy dose of skepticism on the opinions of others is necessary to maintain dignity in our personal beliefs and behaviors.


“Revolution” Lyrics by John Lennon and Paul McCarthy http://www.youtube.com/watch?v=KrkwgTBrW78

Images: Google images


Richardson, W. (2006). Understanding Instructional Technologies Read/Write Web 2.0. Part 1 and 2 . Retrieved on October 8, 2009 from http://www.youtube.com/watch?v=JFbDEBNS7AE and http://www.youtube.com/watch?v=3cZDYz1hmi0&feature=related


Shirky, C. (2008). Here comes everyone. Retrieved on October 10, 2009 from http://www.youtube.com/watch?v=A_0FgRKsqqU

Sunday, October 4, 2009

Advertising and Society

Consumer psychology

Love it or hate it, advertising is an insidious part of the fabric of our global society, globally. None of us are exempt from media messages. There are, of course, two major views of advertising: advertising as an information source, and advertising as a manipulator of humans. Bill Bernbach, one of the foremost experts on advertising said, “Advertising is essentially persuasion. And persuasion is an art not a science.” [1] All of us have opinions concerning the influence of advertising, but proof that advertising manipulates, makes me buy something I don’t want or need, that’s difficult to determine and even harder for me to accept. With persuasion comes power; still, persuasion is an essential part of how we communicate in all aspects of our life. All of us benefit in many ways from persuasive communication (roads to avoid during high traffic times, don’t take her class, she gives too much homework, etc.), and we all use words to get what we want, yetwe don’t like it when companies engage in persuasive communication? Why? We are free to make our own choices, believe what we want, and as consumers we have the last word.


Essentially, we are emotionally based beings. Whether you follow the theories of Maslow, Freud, Spinoza, etc., humans cannot exist in a vacuum; we need to love and be loved, feel like we belong, and have basic needs met. According to Frank Luntz, speaking in the Frontline film, “The Persuaders,” ‘80% of our life is emotion and 20% is intellect.’” The words we use have emotional meanings, and the words we choose for our own communication are based on what we hope to accomplish. Likewise, advertisers, in the role of persuaders, approach the execution of their communication based on delivering a message that “speaks” emotionally to the listeners.


Advertisers view consumers as:

1) Their reason for existence

2) Opportunities

3) Pieces of a whole


1) Why advertising exists. James Twitchell, in his book AdCult USA, said that “Advertising is the folklore of a commodity culture.” We live in an age where ideas are the currency of change. Thus, the significance of ideas is more important than the worth of tangible goods. Technology has and is reshaping our lives and our world. Advertising plays the role of communicating information for competitive advantage, essential for the solvency of a capitalist society. Without consumers advertising would have no reason for being. Without advertising, consumers would have fewer choices and less understanding of what choices are available to them.


2) Opportunities. Advertisers are in the business of creating and building brands. A brand is an entity, a symbol of goodwill, a “stamp” that means

the value a consumer will receive from a particular product or service. A brand can be an idea, a rock star, sports logo, trademark, a website, all developed to add meaning to an experience. Brands are meant to add “life and personality” to the use of something; that is, “a brand is, what you do, who you are, why you do it, and how.” [2] Essentially, the building of a brand stems from creating a relationship with the consumer, offering the opportunity to fulfill the desires of those interested in the product or service. So how do advertisers create opportunities? Through persuasion, for example, Heinz Ketchup will offer the consumer better flavor, greater value, or whatever benefit is promised over its competitor. Brands even make fun of themselves: http://www.youtube.com/watch?v=Qwh-Za7mAjE.


3) Pieces and Parts. John E. Kennedy once said that advertising is “salesmanship in print.”[3] One ad can’t appeal to the masses, but organizing an audience in terms of their values and lifestyles, and advertiser can appeal more specifically to what a particular group of consumers want or need.

Back in the old days, the really old days, tavern owners and shopkeepers posted signs announcing items for sale, rooms for rent, etc. Media was limited as was the distribution. Today, media and its various messages envelop us. No longer just consumers, we are also the creators of persuasive media messages through texting, blogging, emailing, twittering, and posting. No longer passive consumers we are also active promoters and persuaders. After all what is this discussion forum but the sharing of ideas, some our own, some as a result of commenting on others ideas? Albeit a much segmented section of society, the medium and the messages appeal to us on many levels. Marshall McLuhan, author of The Gutenberg Galaxy, stated that media changes society' The message of media is not that we blog, call (on cell phones), text, or twitter, but that the technology connects us.[4] Advertising/Marketing helps communicate the changes to the media consumers. Society changed with the invention of the printing press, the telephone, the television, the cell phone, and the computer. As consumers and creators of persuasive message we have a responsibility. Or, as Bill Bernbach said, “All of us who professionally use the mass media are shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.” [5] Advertisers have a deep responsibility to consumers and consumers have a voice in how advertisers are allowed to behave.


Ayn Rand’s theory of objectivism assumes that “all human activity is based on self interest.”[6] So, then, does advertising makes us think or do we as consumers let “brands” think for us? Advertising certainly allows us to pursue our self interests, helping us escape the mundane aspects of our world. So then, does advertising drive my choices as a consumer, or influence my choices? Advertising certainly educates me about all the choices available. Sometimes after seeing an ad, I will say to myself, that’s looks “cool” andI will try it. If it doesn’t help my life, I won’t buy it again. If it does, I will. But in the end, no one makes me buy a product or use a service that I don’t want, no matter how airbrushed is the model, or how “sexy” something is supposed to make me feel.


Final judgments about the positive or negative effects of advertising on a collective society are at best complicated by cultural philosophies, personal desires, societal laws, and individual ethics. Personally, advertising offers benefits as well as perpetuates unrealistic expectations. Advertising can help teach cultural norms, language, appropriate behavior (let’s all wear deodorant, please), ways to live healthier lives, and save our planet in the process. Advertising promotes personal hygiene, taught us that wearing fur hurts animals and collectively we can reduce the cycle of global warming. Even with the “bad” of advertising come positive opportunities. The Dove campaign for Real Beauty [7]was in response to The Real Truth about Beauty, a global study, [8] which determined that society’s definition of beauty was unachievable, restrictive, and detrimental to the psychological well being of women, especially teenagers. The current belief is that only skinny, young, and blond women were beautiful. Dove’s self esteem fund, “was developed to help free the next generation from self-limiting beauty stereotypes. Committed to reaching 5 million young women by the end of 2010, the Dove Self-Esteem Fund invites you to play a role in supporting and promoting a wider definition of beauty. “ [9] Consumers are talking and manufacturers and advertisers are listening. Balance in definition and perception are key.


Thus, making educated decisions means educating oneself and understanding that above all else, “people don’t buy things, they buy satisfaction of their wants and needs. Don’t tell me about grass seed, talk to me about my lawn.” [10] Whether you call the fish “the Slimehead” or Orange Roughy, or the “Patagonia Tooth fish” Chilean Sea Bass,[11] I won’t eat it as I don’t like fish. So in answer to all persuaders, I still have the last word. Yes, no, or maybe, the choice and the decision is mine to make.



[1] Advertising and the Business of Brands, Bruce Bendinger, ed. 4th ed. p.153
[2] Advertising and the Business of Brands, Bruce Bendinger, ed. 4th ed. p. 11).
[3] http://www.longlostmarketingsecrets.com/mastermarketers/johnekennedy.html

[4] BID p.vi

[5] IBID p. 138

[8] http://www.campaignforrealbeauty.ca/uploadedFiles/dove_white_paper_final.pdf

[10] Advertising Strategy, Altstiel, T. and J. Grow. 2006. P 2

[11] IBID p. 33


Images courtesy of images.google.com