Applied Psychology: Social Psychology

elective

Psychology

long-cycle studies

- presenting the phenomena and types of mass communication as tools of influence

social media

- providing knowledge on strategies and mechanisms for public image building in various spheres of social life with particular emphasis on social media

- shaping the ability to recognize and understand people's self-presentative behaviors in individual and social situations, with particular emphasis on social media

- to develop the ability to design and conduct professional psychological activities in building public image of people, brands and institutions in social media

- building the ability to plan interventions aimed at reducing negative image consequences in a situation of "image crisis"

- increase of social competences facilitating self-presentation of an individual in various types of interpersonal relations

Year 4

In 2020/2021, classes are conducted remotely due to the pandemic.

None.

In the syllabuses made available during the first class and available in the team files on Teams.

Lecture with multimedia presentation of selected issues

Conversion lecture

Problematic lecture

Discussion

Working with the text

Case study method

Exercise method

Project method

Showdown and observation

Audio and/or video demonstrations

Activation methods (e.g. "brainstorming", SWOT analysis technique, decision tree technique, "snowball" method, "thought maps" construction)

Group work

ECTS - 10

Class hours (according to the study schedule) with the teacher: 120 hours

Preparation for classes: 20 hours

Reading the indicated literature: 80 hours

Preparation of written work, report, presentation, demonstration, etc: 5 hours

Project preparation: 15 hours

Preparation for the examination / passing: 30 hours

…

TOTAL TIME: 270 hours

The contents of the course concern strategies of image creation, mainly in social media, mass communication and self-presentation.

- Mass communication as a tool of consumption civilisation: products, brands, services, ideas. Phenomena of convergence, formatting, ceiling effect.

- Theories and models of mass communication. Theories of the agenda, magic bullet, limited effects.

- Media images of social reality: politics, advertising, social media, idols and celebrities. Life as a media narrative.

- Analysis and creation of images of people, brands, institutions, public professions: celebrities, influencers, politicians, organisations, psychologists.

- Techniques of social influence in institutional public image building: persuasion, commercial, social, political marketing, social media marketing.

- Socio-cultural sources, norms, standards, patterns, motives for self-presentative behaviour.

- Social media as image building tools; self-presentation strategies in social media; social media self-presentation dilemmas: authentic, false and selective self-presentation - ethical aspect

- Personal brand and the brand of an institution; strategies for creating personal brand and the brand of an institution in social media; functions of a personal brand image; congruence of the brand image and the image of the consumer; psychosocial conditions of the personal brand image.

- Strategies, modifiers, facilitators - inhibitors of impressions in self-presentation behaviours

- Brief creative image activities in product, brand, service and organization promotion. Detailed characteristics of: competition, target market segmentation, positioning, etc.

- Strategies of self-presentation provocative and critically based; the manipulative character of provocation, criticism as a tool of struggle; reasons, tools and ethical aspect of discredit.

- Characteristics and comparison of the virtual self with the real self; the role of personality in self-presentation of the virtual self; the theory of self-perception and creation of the virtual self; the culture of narcissism and life for show; narcissism in social media.

- Social images of gender.

Basic literature:

Aboujaoude E. (2012). Wirtualna osobowość naszych czasów (pages 13-82). Kraków: Wydawnictwo Uniwersytetu Jagiellońskiego.

Arcimowicz, K. (2003). Obraz mężczyzny w polskich mediach. Prawda-Fałsz-Stereotyp (chapters 3). Gdańsk: GWP.

Attrill, A. (2015). Cyberpsychology (chapters: 2 i 7). Oxford: University Press.

Attrill, A., Fullwood, C. (2016). Applied cyberpsychology (chapter: 1). Palgrave Macmillan.

Białopiotrowicz, G. (2009). Kreowanie wizerunku w biznesie i polityce (chapter: 1). Warszawa: Wydawnictwo Poltext.

Cwalina, W., Falkowski, A. (2006). Marketing polityczny – perspektywa psychologiczna (chapters: 4, 5 i 7). Gdańsk: Gdańskie Wydawnictwo Psychologiczne.

Godzic, W. (2007). Znani z tego, że są znani. Warszawa: Wydawnictwa Akademickie i Profesjonalne.

Gorbaniuk, O. (2011). Personifikacja marki. Perspektywa psychologiczna i marketingowa (chapters: 7 i 8). Lublin: Wydawnictwo KUL

Karwat, M. (2007). O złośliwej dyskredytacji. Manipulowanie wizerunkiem przeciwnika (chapters: 2, 5). Warszawa: PWN.

Leary, M. (2003). Wywieranie wrażenia na innych. O sztuce autoprezentacji (chapter: 6). Gdańsk: GWP.

Leathers, D.G. (2007). Komunikacja niewerbalna. Zasady i zastosowania (chapter: 10). Warszawa: PWN.

McQuail, D (2008). Teoria komunikowania masowego. Warszawa: PWN.

Michalska-Dominiak B., Grocholiński P. (2019). Poradnik design thinking – czyli jak wykorzystać myślenie projektowe w biznesie. Onepress.

Ociepka, B. (2003) Public relations w teorii i praktyce (chapter: 1). Wrocław: Wydawnictwo Uniwersytetu Wrocławskiego.

Olędzki, J., Tworzydło, D. (2006). Public relations. Znaczenie społeczne i kierunki rozwoju (chapter: 2). Warszawa: PWN.

Pratkanis, A., Aronson, E. (2003). Wiek propagandy. Warszawa: PWN.

Rudzewicz, A., Grzybowska-Brzezińska, M., Wojtkowska, A. (2015). Wizerunek kobiety w reklamie internetowej w zależności od płci adresatów przekazu. Handel Wewnętrzny, 1(354), 231-240.

Samardakiewicz, E., Gorbaniuk, O. (2011). Zarządzanie antykryzysowe a wizerunek firmy. Organization and Management, 147(4). 79-91.

Szybińska, K., Mroczkowska, D., Toeplitz, Z. (2004). Obraz psychologa w oczach nie psychologów. Przegląd Psychologiczny, 47, 2, 191-219.

Winterhoff-Spurk, P. (2007). Psychologia mediów. Warszawa: WAM.

Wojciszke, B. (2010). Sprawczość i wspólnotowość. Podstawowe wymiary spostrzegania społecznego (chapter: 4). Gdańsk: GWP.

Internet sources:

Badora B. (2013). Polacy o zarobkach różnych grup zawodowych. Komunikat z badań, http://www.cbos.pl/SPISKOM.POL/2013/K_127_13.PDF

Badora B., Roguska B. (2004). Opinia społeczna na temat zawodów zaufania publicznego. Komunikat z badań, http://www.cbos.pl/SPISKOM.POL/2004/K_073_04.PDF

Cybulska A. (2013). Prestiż zawodów. Komunikat z badań, http://www.cbos.pl/SPISKOM.POL/2013/K_164_13.PDF

Feliksiak M. (2012). Wizerunek nauczycieli. Komunikat z badań, http://www.cbos.pl/SPISKOM.POL/2012/K_173_12.PDF

After completing the module and confirming the EU achievement, the student will be:

- adequately capture the phenomena and processes of social communication, taking into account the specificity of modern media, especially electronic media.

- The notions and theories of media psychology will be used correctly in the analysis of their influence on social behaviour of individuals and groups.

- To analyse and design activities in the field of mass communication as media carriers of the image of social reality.

- To diagnose and interpret strategies and techniques for creating public images of people, professions, institutions

- Recognize the use of social influence mechanisms in manipulating image in political, commercial and social activities

- Be aware of the ethical problems of using and promoting image in the private and public sphere

- Ability to understand and diagnose people's self-presentative behaviours in various socio-cultural situations

- Design and coordinate activities aimed at developing active impression skills in social exposure situations

- To be aware of the possibilities and limitations of one's own self-presentative behaviour - verbal and non-verbal.

- To undertake psychological counselling activities in the field of building strategies and image techniques of people and institutions.

Written examination - lecture (online test via MOODLE)

Written Colloquium - conversion (online test via MOODLE)

Project and multimedia presentation - exercises

Field exercises (remote activities via Teams). Dates of classes in the winter semester:

8.01.2021 9:00-13:00

12.01.2021 15:00-19:00

19.01.2021 15:00-19:00

22.01.2021 9:00-13:00

5.02.2021 9:00-13:00

Topics: Creating the image of the selected public entity.