Feedback from one the turtorial was to make sure that the essay includes a range of different theory based practices. These could be either traditional advertising theory, or as suggested the theory of 'Othering'.
THEORY RESEARCH
Conversion Theory
The minority in a group can have a disproportionate effect on influencing those in the majority. Typically, those in the majority who are most susceptible are the ones who may have joined because it was easy to do so or who felt there were no alternatives. Consistent, confident minority voices are most effective. via https://blog.bufferapp.com/social-media-influence
Social Influence
We are influenced strongly by others based on how we perceive our relationship to the influencer. For example, social proof on web copy is persuasive if the testimonials and recommendations are from authoritative sources, big brands, or peers. via https://blog.bufferapp.com/social-media-influence
Social influence is the change in behavior that one person causes in another, intentionally or unintentionally, as a result of the way the changed person perceives themselves in relationship to the influencer, other people and society in general. Three areas of social influence are conformity, compliance and obedience. Conformity is changing how you behave to be more like others. This plays to belonging and esteem needs as we seek the approval and friendship of others. Conformity can run very deep, as we will even change our beliefs and values to be like those of our peers and admired superiors. Compliance is where a person does something that they are asked to do by another. They may choose to comply or not to comply, although the thoughts of social reward and punishment may lead them to compliance when they really do not want to comply. Obedience is different from compliance in that it is obeying an order from someone that you accept as an authority figure. In compliance, you have some choice. In obedience, you believe that you do not have a choice. Many military officers and commercial managers are interested only in obedience. http://changingminds.org/explanations/theories/social_influence.htm
https://en.wikipedia.org/wiki/Social_influence
‘Certainly, social media has at time been seen as a tool to increase customer loyalty and increase repeat purchases through customer retention. But there are clear examples of when social media is used to generate brand awareness through viral content or paid advertising on Facebook, for example.Not seeing the potential of social media as a sales tool or to reach new audiences overlooks three key features; great content with a viral nature, making the most of the algorithms, paid promotion, and active interaction and outreach. As people’s relationship with social media has evolved, we’re increasingly seeing brands use social media to leverage the power of influencers and achieve or amplify PR coverage. https://www.jcsocialmedia.com/social-media-theory/
TRADITIONAL THEORY APPLIED TO SOCIAL MEDIA
https://www.researchgate.net/publication/289993214_Does_Traditional_Advertising_Theory_Apply_to_the_Digital_World_A_Replication_Analysis_Questions_the_Relevance_Of_the_Elaboration_Likelihood_Model
https://www.research-live.com/article/news/new-study-questions-relevance-of-traditional-advertising-theory/id/5001732
"The world has changed radically since those days of mass-media dominance. And, advertising has changed as well. The onus is on the marketing-research industry and academia to question advertising theory: when everything around it has changed, why should any particular theory stay the same? And if advertising theory is not questioned, subsequent advertising research will become increasingly irrelevant.”
https://www.warc.com/NewsAndOpinion/News/36067?
Gayle Kerr, Don Schultz, Philip Kitchen, Frank Mulhern and Park Beede, Does Traditional Advertising Theory Apply to the Digital World? A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model,
https://www.warc.com/Content/330a03d8-7310-48ed-88eb-c01120714dfd
OTHERING RESEARCH
'Othering is the process of casting a group, an individual or an object into the role of the ‘other’ and establishing one’s own identity through opposition to and, frequently, vilification of this Other. The Greeks’ use of the word ‘barbarian’ to describe non-Greeks is a typical example of othering and an instance of nationalism avant la lèttre. The ease with which the adjective ‘other’ generated the verb ‘to other’ in the last twenty years or so is indicative of the usefulness, power and currency of a term that now occupies an important position in feminist, postcolonial, civil rights and sexual minority discourses. Othering is a process that goes beyond ‘mere’ scapegoating and denigration – it denies the Other those defining characteristics of the ‘Same’, reason, dignity, love, pride, heroism, nobility, and ultimately any entitlement to human rights. Whether the Other is a racial or a religious group, a gender group, a sexual minority or a nation, it is made rife for exploitation, oppression and indeed genocide by denying its essential humanity, because, as the philosopher Richard Rorty put it, “everything turns on who counts as a fellow human being, as a rational agent in the only relevant sense – the sense in which rational agency is synonymous with membership of our moral community” http://www.yiannisgabriel.com/2012/09/the-other-and-othering-short.html
After research the theory of othering is still slightly confusing, therefore more research will need to be done to this area (ask amber, visit library).
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