Within the PRP document 2 key social theories were identified. The first was the Social-Behavioural-Cognitive-Moral model developed in ‘Excessive Appetites’ (Orford 2001). Considering social context to be present throughout the development of addictions and that the influence of others is essential in developing and sustaining addictions.
The second is The Social Learning Theory (Bandura et al 1977), stating that we learn through observation and listening to others, therefore indicating if someone was to become addicted to advertising then the addiction could be passed on to others by them observing the enjoyment the addict is experiencing. The addiction is likely to develop from participation in viewing the advert being encouraged with positive feedback from peers, and that social context of viewing causes a heightened level of addiction.
Therefore artefact4 will concentrate on whether viewing an advertising banner in a group or alone can effect the length and level of engagement from the user.
Using a webcam to record participation will show the reactions of the user as well as the length. When looking at whether peers can influence interaction, it will highlight any influenceual prompts that may arise.
It is expected that the groups will be the most successful.
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