The ELM Process (Elaboration likelihood model) of Persuasion
The Elaboration Likelihood Model of persuasion is a theory that seeks to explain the manner in which persuasive arguments form, shape, and reinforce attitudes. In essence, this theory argues that any time an individual is presented with some form of information, there is some level of ‘elaboration’ that results. In this case, elaboration refers to the effort that the individual makes to analyze and remember the information before deciding whether to accept or reject it. The goal of the ELM theory is to get a better understanding of the manner in which persuasion varies and the effect that these differences have on the attitude of those involved (Yuan, 2011) . According to this model, different people express different levels of elaboration (high or low) when presented with a persuasive message. It is this level of elaboration that eventually directs the processing route of the message, and this could be central or peripheral.
Central Route Processing
Central route processing basically occurs when the target audience has a high elaboration level, which is an indication that they care for the message presented. In the case of high elaboration levels, the audience does not just read through the content of the message. Rather, they study and investigate every aspect presented in the message because they understand its importance. The power of the central route is, therefore, evident thanks to the deep consideration that is accorded to all the presented arguments before any decision is made (Yuan, 2011) . This method of processing demands the maximum involvement of the viewer or reader. For this reason, two elements are required at the very core of central processing: sufficient information and arguments in the presented message and the willingness of the recipient to be involved in the elaboration process.
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The ELM Process According to Central Route Processing
Austin is a 24-year-old American man who is looking forward to proposing to his girlfriend, Catherine in 2020. Catherine is a woman who has a deep interest in platinum jewels, and Austin wants to get her a platinum ring. Austin’s goal is to get Catherine a high-quality platinum ring that is made from premium metals as a way of expressing his love for her and to also have the guarantee that the ring will last for an eternity. For this reason, Austin takes up the role of studying the new trends in platinum jewels and conducts a thorough analysis of the different companies that keep up with these trends. In this case, Austin’s motivation is getting a premium quality ring and he cares deeply for the subject matter. For this reason, he is always on the lookout for advertisements for such jewels. Austin has identified a particular company that is advertising these platinum jewels. He studies the company, the length of time that it has been in operation, what other customers are saying about the purchases, where the company sources its jewels, and how they are processed. Once he has fully analyzed all this data, Austin finally settles on purchasing the ring from this company. In this case, Austin is persuaded to buy the ring through the central route processing, where the subject tends to pay keen attention to the presented message before making up their mind.
Peripheral Route Processing
In contrast, peripheral route processing occurs on a more shallow level in comparison to the central route. In this case, the audience tends to pay way less attention to the message and more attention to secondary factors like the visual appeal, the credibility of the source, and the manner in which the message is presented among others (Petty, Brinol, & Priester, 2009) . For this reason, the attitudes that are reinforced or formed through the peripheral route last for a short time and they are often subject to change when counter-arguments are presented.
The ELM Process According to Peripheral Route Processing
Tracy is a 14-year-old model who loves walking on the runway and she is very fashion-forward. Tracy is very keen on her diet and she is always working out to keep her body lean. One day when she is out at the mall doing some grocery shopping, Tracy sees a poster that is advertising a new vegetable drink for women. The poster states that this drink is the key to an improved immune system and leaner body while maintaining the body’s optimum health. Tracy did not study biology and she does not quite understand the meaning of the immune system or optimal health, so she just keeps walking without paying much attention to the poster. However, as Tracy is walking further into the mall, she sees yet another poster that has a picture of a model with a perfectly toned body drinking the vegetable drink. “That is my dream body!” Tracy exclaims as she rushes to pick a couple of the vegetable drink and add them to her trolley. In this case, Tracy is persuaded to buy this new drink by the peripheral route of persuasion. As already discussed, the peripheral route occurs when the respondent is persuaded to do something based on external factors other than the content of the presented message.
Campaign for Teenagers against using Social Media Platforms that need them to post Selfies
The use of mobile phones and social media by teenagers in the United States is currently at an approximate of 88% penetration. This statistic is not surprising considering the fact that the technological and cultural climate is currently experiencing a spiral rise more than ever before. The use of social media among people of all ages, and especially teenagers is highly on the rise. As a result, more attention is being paid on the effect that this use has on individuals. This endless stream of connection and communication is increasingly resulting in a variation in the manner in which an individual thinks and takes in information. With these developing social media habits, the individuals on the receiving end might end up simultaneously harming and benefiting their mental health. This report seeks to analyze the psychology of social media in a bid to encourage teenagers to avoid social media platforms that require them to upload selfies.
How Social Media Affects the Brain
Social media results in varying effects in the manner in which the brain functions when this is considered from a neurological angle. For instance, receiving positive attention on social media affects several parts of the brain. According to (Vogel, Rose, Roberts & Eckles, 2014), gaining likes on social media platforms results in the ventral tegmental area (VTA) of the brain releasing dopamine receptors that leaves the individual feeling happy and rewarded. This study further continues to discuss that MRI technology shows that the brain of teenagers who have photos with several likes (compared to ones with fewer likes) is associated with increased activity within the neural regions which are linked with social cognition and reward processing.
Psychological Motivations for Posting on Social Media
Different people post different materials on different platforms on the internet. For instance when someone wants to post a picture, they are most likely to do that on Instagram. When they want to share jokes or other short bits of text, then they are likely to do that on Twitter. There is a lot that goes to deciding what to post and where to post it. It is impossible to clearly point out the exact reason why people post. ("The Psychology of Social Media | King University Online", 2019) makes an effort to articulate the different reasons why people post on social media. In this article, the writers look into the psychology of social media sharing using Maslow’s hierarchy of human needs. From this argument, some of the motivations for posting on social media include:
Psychological needs, where the goals are to benefit the well-being and health of those who get to see what they post.
To promote the financial, mental, and physical safety/security of the people who view the content that they post.
Other people post in pursuit of getting some sense of social acceptance from an individual or a group.
Other people seek to boost their esteem, which is why they tend to post self-centric content often.
Other people post for self-actualization, where they use social media to share such successes as graduating from school, and getting a new job among others.
On the overall, the motivations of teenagers for using social networking sites are similar to some extent with the traditional modes of communication: staying in touch with friends, presenting oneself to the world, meeting new friends, and making plans. What happens when these social media habits turn to be an addiction? With the boom of social media, consideration is not only on the motivations to share, but also on the addictive tendencies that result from this sharing. Social networking is different from social media in that social networking is simply a way of life while using social networking sites can result in addiction (Vogel, Rose, Roberts & Eckles, 2014 ).
Social Media, Identity-Shaping and Self-Perception
The landscape of social media is currently in such a way that it prompts individuals to alter their identities into what might be ‘acceptable’ to those consuming what they post. With the new framework of social sharing, people are now altering the manner in which they present themselves, using curated profiles to change how other people will perceive them, using virtual identities to conceal their real ones, and using social media as a tool to expand their social reach. It is alarming that people can actually get to change their identity and create a whole new personality on social media. As a result, people who have a negative view of themselves might end up creating entirely new social media identities. Teenagers also often feel the pressure to fit into the social media world.
While the main benefit of social media is that it creates a platform to allow for increased connections and networking, it might have a negative impact on the manner in which an individual behaves when they are in the scrutiny of strangers. Millennials benefit from a wide range of relationships and mental health benefits when they get to interact with people on social media. This consumption only becomes toxic when they have to alter their identity through filters for them to be ‘more presentable.’ What if teenagers were able to use social media without having to post pictures of themselves? Then social media consumption will become even more positive, and this is the goal of this campaign.
References
Petty, R. E., Brinol, P., & Priester, J. R. (2009). Mass media attitude change: Implications of the elaboration likelihood model of persuasion. In Media effects (pp. 141-180). Routledge.
The Psychology of Social Media | King University Online. (2019). Retrieved 15 December 2019, from https://online.king.edu/news/psychology-of-social-media/
Vogel, E., Rose, J., Roberts, L., & Eckles, K. (2014). Social comparison, social media, and self-esteem. Psychology Of Popular Media Culture , 3 (4), 206-222. DOI: 10.1037/ppm0000047
Yuan, S. (2011). An experimental investigation of expanding the elaboration likelihood model in advertising research . [Bloomington, Ind.]: Indiana University.
