Future Directions of Strategic Communication by unknow

Author:unknow
Language: eng
Format: epub
ISBN: 9780367272302
Goodreads: 45151410
Publisher: Routledge
Published: 2019-07-15T00:00:00+00:00

Thus, individuals who do strategic communication are governed by modules that were shaped by natural selection to solve long-standing problems; hence, they are adaptations—by-products or noise—produced by natural selection (Durante & Griskevicius, 2016, p. 27).

Having these assumptions and definitions in mind, two hypotheses seem promising for enriching strategic communication research against the background of an evolutionary psychology framework. The first hypothesis proposes the following:

H1: The evolution of the human mind led to the emergence of mental modules, whose function was to cope with communication under the conditions in the human EEA.

To be more precise, communication was one factor (among many) that determined the reproductive success of individuals. Today’s information society, with phenomenon such as mass media and social media, is unanticipated by evolution (Barkow, 1992). In contrast, the human mind was designed by natural selection to work in settings of face-to-face communication (Kock, 2007). Because we are social animals, it is only logical to conclude, that human communicative behavior had (and still has) an impact on individual reproductive and social success. The second hypothesis proposes the following:

H2: The mental modules in our mind respond to certain communicative cues, which bring these modules on- and offline.

Practitioners of strategic communication have learned to trigger these modules by emitting cues via (public) communication. These modules are best understood in terms of a fundamental motives framework (Griskevicius & Kenrick, 2013), comprising phenomena like the human longing for status, affiliation, or kin care. As Schaller and colleagues noted, the fundamental motives “are modular in a functional sense: They are attuned to different kinds of cues in the environment … which, in turn, trigger specific affective, cognitive, and behavioral responses” (Schaller, Kenrick, Neel, & Neuberg, 2017, p. 2). As such, human motivation is described “in terms of evolved behavior regulatory systems” (p. 2), i.e., human fundamental motives are cognitive modules.

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