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Symbolic Convergence Theory of Ernest Bormann 1

2. Symbolic Interaction Theory
VIRAL VIDEOS
How do videos go viral? 2

3. Symbolic Interaction Theory
Theory helps explain the relationships among
TASTEMAKERS
COMMUNITIES OF PARTICIPATION
THAT WHICH IS “UNEXPECTED”
How tastemakers influence communities of participation to respond to the unexpected. 3

4. Symbolic Convergence Theory
Slide 4
Symbolic Convergence Theory
Symbolic convergence: two or more private symbol worlds incline toward each other, come more closely together, or even overlap
Concerned with group response to a message or imagery 4

5. Symbolic Convergence Theory
Slide 5
Symbolic Convergence Theory
Bormann observed that group members often dramatized events happening outside the group—things that took place at previous meetings, or what might occur in the future 5

6. Symbolic Convergence Theory
At times, group members added to the stories or chimed in with matching narratives (creators)
Sharing group fantasies fosters group cohesion when accepted enthusiastically (consumers) 6

7. That is, they appeal to rhetorical communities with the “unexpected.”
Slide 7
Tastemakers
Rhetorical visionaries: persons who communicate the composite drama that catches up large groups of people into a common symbolic reality
That is, they appeal to rhetorical communities with the “unexpected.” 7

8. Participant Community Response
Slide 8
Participant Community Response
Dramatizing message: imaginative language by group member describing past, future, or outside event; a creative interpretations
“Dramatizing accounts of past occurrences artistically organize what are usually more complex, ambiguous, and chaotic experiences” 8

9. Fantasy Themes and The Unexpected
Slide 9
Fantasy Themes and The Unexpected
Fantasy theme: content/essence of the dramatized message
Bormann: group members’ meanings, emotions, motives, and actions apparent in fantasy themes
Many fantasy themes indexed by symbolic cue – agreed-upon trigger that sets off group members to respond as they did when they first shared the fantasy 9

10. Fantasy Chaining and The Unexpected)
Slide 10
Fantasy Chaining and The Unexpected)
Fantasy chain: symbolic explosion of agreement within a group in response to a member’s dramatizing message
Common ground, meeting of the minds, mutual understanding, meeting of the minds, groupiness, common social reality and/or empathic communion
Acceptance of the theme does not mean uniform chain response 10

11. Hope and Change
How does this …. The “unexpected” 11

12. Hope and Change
Become this …. Dramatizing message 12

13. Hope and Change
And lead to this …. Unpredictable fantasy chain 13

14. Hope and Change
And result in the ravings of intelligent, professional people …. Fantasy themes
“He’s like nothing I’ve ever seen before.”
“Seriously, I really think he’s a messiah figure for America.”
“The morning after the election, I’m going to wake up and feel like I’m in heaven.”
(Weigel, 2009, p. 24) 14

15. Critique: Judging SCT as Both a Scientific and Interpretive Theory
Slide 15
Critique: Judging SCT as Both a Scientific and Interpretive Theory
When 6 standards for social science theory and 6 criteria for interpretive theory are applied, SCT stands up
Minimal success determining when a dramatizing message will trigger a chain reaction
Prosocial bias
Ignores issues of power 15

16. Types of Power Relationships
Slide 16
Types of Power Relationships
Racial inequality
Sexual inequality
Economic inequality
Marginalized groups
Lack of access to public sphere 16