Bulletin of ”Carol I” National Defence University 10.12753/2284-9378-20-42 THE EVOLUTION OF INFLUENCE: FROM CULTIVATION THEORY TO SELECTIVE TARGETING

Lt. Antonia Teodora MARIȘ, PhD Candidate*

Since ancient times, the aim has been to shape the perceptions, attitudes and behaviors of internal and external audiences. Changes in the technological sphere, specific to the current century, have contributed to the discovery of new methods to more efficiently achieve these behavioral, perceptual or attitudinal changes among the targeted audience segments. The purpose of this article is to describe the specificity of cultivation theory and to highlight the basic characteristics and efficiency of using selective targeting. The article also includes an example where you can see the methods used in the 21st century in the online environment.

Keywords: cultivation theory; selective targeting; social networks; online environment; persuasion; influence.

This article highlights the characteristics of (along with agenda-setting and sanctions and cultivation theory and selective targeting and rewards)3. briefly discusses some situations in which each of The cultivation hypothesis assumes that people these two processes were used. who spend more time in front of the television tend We start from the idea that people are beings to perceive reality in ways that reflect the most who mostly act emotionally, are influenced by frequent and recurring messages in the fictional expectations and personal beliefs and tend to seek world of television. According to the cultivation information that supports and consolidates already theory, media patterns can be assimilated by formed opinions1. In order to be able to influence individuals frequently exposed to messages that perceptions, to change attitudes and behaviors, include them, the result of this process being the you must perform an analysis of the audience change of perception about reality. In short, if the that is addressed in order to formulate appropriate media patterns are assimilated, then the individual messages and ensure the attainment of the desired may consider that the attitudes, behaviors, situations effects. For this, it is necessary to know in detail presented in the media have a correspondent in their vulnerabilities, preferences, desires, fears. reality and change their perception according to Also, the economic, religious, cultural, political, these patterns. military, etc. context must be taken into account. The theory started from a stand-alone study Changing the perceptions, attitudes, behaviors of commissioned by US President Lyndon B. Johnson an audience can be a long-term process2. for the National Commission for the Prevention and Traditional mass media, new media and social Research of the Causes of Violence. The research of media represent categories that can contribute the problem of violence in American society, with substantially to the amplification of effects and emphasis on the effects of television, considered 3 can also serve as dissemination channels, each areas of analysis4: exhibiting specific advantages and disadvantages. • Institutional processes ‒ how to create and distribute messages; Cultivation theory • The messaging system ‒ a certain image about George Gerbner articulated the cultivation the social reality, as it is constructed as a whole; theory in the 1960s, one of the three most cited • Cultivation analysis ‒ how the messaging theories on the effects of mass communication system influences the public’s perception of social reality. One hypothesis was that television models *”Carol I” National Defence University the way in which individuals imagine their social e-mail: [email protected] reality. Not just the cultivation of specific attitudes,

September, 2020 91 Bulletin of ”Carol I” National Defence University but rather, assumptions about the fundamental assimilation, there are perceptual changes in truths of life or certain criteria based on which gender and race roles or in other notable issues judgments and conclusions regarding social reality such as attitude science. The advantages of using are formulated. cultivation theory include the following: The media cultivates opinions, conceptions, • the emphasis on both visual and auditory; beliefs, just as a farmer cultivates his land or the • TV does not require literacy; gardener cultivates his garden5. Gerbner’s studies • the costs are low; actually dealt with the impact of television on • addresses a broad spectrum of ages at the the television audience. He considered that this same time; extended delivery channel is the primary way for • uses easy-to-understand narrative strategies, messages to reach the targeted audiences. Gebner which have the ability to be memorized from the also concluded that television, to some extent, first viewing through the fact that the information restricts the ability to decide in the case of audience is embedded in a narrative thread. segments, in the sense that television delivers Cultivation theory can be found in the 21st the same type of message to a wide audience. century, in the era of new media. The information As a result, the cultivation theory, through the environment provides numerous ways of presenting use of television, is aiming to cultivate common the content and diversity regarding the possibility perceptions about reality on different audience of choices. Many platforms still have operating segments. Regardless of their characteristics, over principles similar to TV, namely: focus on video, a long and repetitive period in certain sequences on the delivery of fictional programs, prolonged that describe a certain reality, the television will exposure to the same type of narrative strategies. cultivate similar expectations and a shared vision What is different is the way we receive certain of what reality means. content, but this content continues to reflect a certain Gebner՚s conclusion in 1970 was that the way of representing aspects of social reality. dominant environment forms the dominant The traditional methods used to change perspective. Television, the dominant medium in perceptions, attitudes, behaviors (radio, television, the 1960s, was responsible for the mass production print media, etc.) have been and are very useful and distribution of messages, thus forming and efficient. What the current technology and the new symbolic fields that reflect the structure presence of the information environment offer, and functions of the institutions that broadcast however, is difficult to counter. We are subjected them. These structures short-circuit other social daily to a process of shaping our own beliefs, communication networks and superimpose their opinions, interests. own forms of collective consciousness on other social relations6. Selective targeting In this regard, case studies have been elaborated New media and social media allow a regarding the increase of violent tendencies in segmentation of potential audiences, thus further subjects exposed to highly violent TV programs allowing the formulation of messages according (mainstreaming and resonance7), the effects of to the vulnerabilities, passions, fears, needs of the watching romantic comedies/dramas on the forma- audience. The audience segments formed have tion of perceptions about the emotional life, etc. different features and methods of approach starting The gradual cultivation of the perception of from the dissemination method through which one reality among the internal audience has the potential reaches the desired segment, to the way in which to lead to changes in the way an individual perceives information is modelled to obtain the desired and relates to social situations, can trigger a greater behavior, attitude, perception. degree of acceptance of authority and can lead to A target audience segmentation method specific stable attitudes, which tend to be repeated in real to the 21st century is selective targeting, method social situations. In addition to the potential to that makes it possible to manipulate information at induce a higher level of censorship and repression different levels8. To get the same type of behavior measures and support for extreme government / attitude / perception from different people, with regulations, such as capital punishment, pattern different behaviors, vulnerabilities and beliefs,

92 September, 2020 Bulletin of ”Carol I” National Defence University different messages and techniques are needed. audience. Analysts created 32 initial psychological Segmenting the targeted audience into several profiles based on which they made specific messages subcategories to be addressed in a different way, to determine the perception of certain audience with dedicated messages, created specifically to segments on different topics. The psychological speak the language of a specific segment, is part of mapping of the target audience and its segmentation the process of selective targeting. into subcategories was made possible both by the How we express our preferences in the online users’ unconsciousness, as well as by the collection environment can help this process by providing made by Facebook and the subsequent sale of data certain personal details about what and how they to the CA10. influence us, interest us, or convince us to resort to Question-type games like What character action in certain situations. These details that we in Game of Thrones are you, What dog breed fits offer voluntarily or involuntarily, consciously or you, How would you look if you had the opposite less consciously, put together, map to some extent sex, What would your dream vacation look like, how we tend to act or form our opinions. Based on What is your most burning desire, came to have a these details, analysts are able to write messages resounding success and few know that by accessing that in time convince us of certain issues, turn us them they make available their personal data that into supporters of certain causes or incite us to can later be used to create dedicated messages that protests, riots, etc. lead to a certain type of behavior or perception. Cyber-psychology explains how our needs Cambridge Analytica in the digital environment are what underlie the The Cambridge Analytica (CA) case study is a digital behavior of users. By making available clear example of the power and effects that selective personal information, actions that seem harmless targeting can have. This phenomenon is possible at first sight (games, questionnaires, posts, due to the intense activity in the online environment comments, locations, distributions, ratings, etc.), and the exposure of privacy. Selective targeting we actually make selective targeting possible. makes it possible to manipulate information at This involves the formation of messages dedicated different levels9. to a particular person, created to attract a certain Cambridge Analytica was a British company type and to obtain a certain perception, attitude, that provided services, among other things, behavior. At the same time, segmentation, profiling, supporting election campaigns or certain projects. precision persuasion, algorithmic generation and The company came into possession of the data amplification of reactions are possible only if those of millions of people (Facebook users), data that who want selective targeting have enough data to they subsequently used to send messages that create dedicated messages. are appropriate to certain categories of audience. Basically, the CA specializes in creating user profiles Conclusions (psychological-behavioral profiles of consumers) The traditional methods used to change and in establishing the ways in which an individual perceptions, attitudes, behaviors (radio, television, can be influenced, without realizing it, in choosing print media, etc.) have been and are very useful. products or validating electoral candidates. However, the current environment allows for The company is considered to be involved in quantifiable results to be obtained in a shorter time influencing certain behaviors in the United States and with a much higher success rate. Many of (the vote for Donald Tramp), Great Britain (the us have expectations arising from the cultivation Brexit LeaveUE campaign), Australia, India, Malta, theory regarding love, couple life or violence. Mexico, Argentina, Nigeria, Czech Republic, and The online environment, the new-media Philippines etc. and social media, however, allow a much more The company later acknowledged that it used efficient modelling of audience behaviors by the personal data of the users (data obtained after segmenting potential audiences; this technique Facebook users completing a questionnaire) to allows the formulation of messages according segment the target audiences by using psychological to the vulnerabilities, passions, fears, needs of analysis, thus allowing a detailed knowledge of the a certain audience segment (particularities and

September, 2020 93 Bulletin of ”Carol I” National Defence University different methods of approach, starting from the Cambridge Analytica is just one example dissemination method through which the desired of how our data can be used to trigger a certain segment is reached, to how the information is behavior. Is this the only example of this kind? modelled in order to obtain the desired behavior, Storing user data on certain servers for later use attitude, perception). to obtain certain behaviors seems to be a possible The effects of lack of good information about the scenario at the moment. online environment and the impact that our actions can have in this environment can create strategic NOTES: level effects. We navigate daily in an environment 1 Ruxandra, Buluc, ”Perception and intelligence that we do not fully understand, but which makes analysis. Beliefs, mindsets and their cognitive consequences”, Strategy changes in security and international relations, us feel valuable, important, untouchable; these Volume 3, ”Carol I” National Defence University Publishing aspects describe the perfect environment in which House, Bucharest, 2014, pp. 45-47. to remain naive, unaware of the risks we take, 2 Psychological Operations (United States), https:// vulnerable to the realities of the present century, military.wikia.org/wiki/Psychological_Operations_(United_ pawns used to fulfil strategic objectives. Excessive States), accessed on 11.11.2019. 3 George Gerbner, Larry Gross, Michael Morgan, Nancy and unconscious exposure of one’s choices in the Signorelli, James Shanahan, Growing Up with Television: digital environment can lead to effects that we have Cultivation Processes, B. Jennings Publishing House, Media little chance of identifying when they occur. Effects: Advances in Theory and Research, New Jersey, It is very difficult to become aware at every SUA, 2002, pp. 43-44. step of why we do what we do or the effects that 4 Ibidem, pp. 50-52. 5 Ioan Drăgan, Paradigme ale comunicării de masă, a particular action can have. But, based on some SANSA-SRL Publishing House, Bucharest, 1996, p. 216. principles to guide our behavior, we have a higher 6 Alexandra Nicu, Dinamica familială în cinematografia chance of not ending up in situations we do not want. din România: tipare. Un studiu comparativ al filmelor din In this direction, I propose the following steps in perioada comunistă și cea post-comunistă, PhD Thesis, order to formulate a future strategy for neutralizing SNSPA, Bucharest, 2017, pp. 43-44. 7 George Gerbner, Larry Gross, Michael Morgan, Nancy specific risks in the online environment: Signorelli, James Shanahan, op.cit., pp. 51. • Regulations regarding the use of the data of 8 Sorin Topor, Terorismul cibernetic, Top Form the media users; Publishing House, Bucharest, 2019, pp. 39-44. • Digital literacy; 9 Ibidem, pp. 39-44. • Emotional skepticism; 10 David Lyon, Colin Bennett, Data-driven elections • and the key questions about voter surveillance, https:// Cultivating a security culture adapted to the current theconversation.com/data-driven-elections-and-the-key- realities and implemented among the population; questions-about-voter-surveillance-121164, accessed on • Awareness programs for persons / institutions 02.01.2020. with strategic positions, which can be targeted by hostile entities; REFERENCES • Investing in the education of the young generation; Bârgăoanu A., #Fake news, Noua cursă a • Identification of vulnerability at the level of înarmării, Evrika Publishing House, Bucharest, 2018. perception and attitudes of the population. Balmas M., When Fake News Becomes Real: • Train critical thinking. Combined Exposure to Multiple News Sources and A general conclusion is that the online Political Attitudes of Inefficacy, Alienation, and environment, although initially perceived as an Cynicism. Communication Research, 2014. environment with fewer risks and threats than Bourdieu P., Despre televiziune, Meridiane the real environment, has become the appropriate Publishing House, Bucharest, 1998. place for various threats to manifest. Knowing and Buluc Ruxandra, ”Perception and intelligence understanding how these changes of perceptions, analysis. Belifes, mindsets and their cognitive attitudes, behaviors take place, is a first step in consequences”, Strategy changes in security order to raise awareness of the effects that certain and international relations, Volume 3, „Carol I” information can follow, which comes in a form that National Defence University Publishing House, convinces us to pay attention. Bucharest, 2014.

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