The Relationship between Individuality and Group Influence in Films and TV Commercials: A Research Proposal. Introduction There are numerous theories on the linkage between individual behaviour and group behaviour. Traditionally, this is the preserve of the fields of psychology and sociology…
This proposal provides the exegesis to study the issue of individual and group behaviour in relation to an art or group activity. The point of reference is the film industry in general and marketing commercials in particular. Zimbardo (2010) argues that people often have a profound effect on others. This effect tends to make people on the wider scale tend to behave along lines that are similar to them (Ariely, 2009). In this wise, we can examine the role of directors and important stage managers who get others in a larger crowd to go in a given direction. Knippeberd and Baaren (2009) identify that one of the biggest ways that people tend to influence groups of people is though mimicry. They define mimicry as the process of consciously or unconsciously doing what other people do in a given society. Mimicking is one of the ways people learn and also gain social acceptance. Thus, for instance, we might want to check the impact of an important star in a film or TV commercial on the wider audience. Will the audiences mimic him or her? Or will their countenance and activities change to suit their presence. This provides a basis for studies of the relationship between individuals and the wider group. ...
Secondly, what is the role of the crew and production authorities in creating herd behaviour amongst the group? How do the individuals blend into the bigger picture? Thirdly, does the presence of significant personalities in the group affect individuality amongst members of the group? The research questions above will be answered to provide a holistic picture of the main enquiry. To this end, we will want to test a single hypothesis. A hypothesis is a temporal statement made at the beginning of a research, which is tested for its truthfulness or falsity in the actual research (Kothari, 2005). The hypothesis is that “lesser known actors in groups lose their individuality in order to blend with the wider group”. Thus, the research will reconcile the primary research question with the sub-questions in order to identify whether less known actors and actresses keep their unique identity in films and commercials or they cede it to the group identity. The sub-questions will provide an exegesis of why the lesser known actors cede or retain their individuality in group scenes. Research Positioning This section of the proposal will examine the research report. The research approach will involve the application of significant and core concepts of individualism and group identity in the filming of movies and commercials. This heading will discuss important theories and a framework of cases that would be studied in the research. This will set the tone for the discussion of the three cases that would be examined to draw conclusions on the research questions and prove or disprove the hypothesis. The core concept that will be used in this research is the boiling point concept of Gladwell (2000). Gladwell sought to study the point off transition from individualism ...
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23 Pages(5750 words)Dissertation
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