engleski

Emotionally based strategic communications and societal stress-related disorders

This paper discusses the potential of Emotionally Based Strategic Communications (EBSC), as an extension of traditional strategic communications in prevention of societal stress-related disorders. The concept of EBSC takes into consideration dominant emotional maps of a specific socio-cultural environment in which communications take place. EBSC may have a significant potential to transform mainly negative dominant emotional maps of targeted social groups into more positive ones, as a precondition of building more resilient and stress-resistant social environment. A better understanding of dominant emotional maps and their conditioning may facilitate restoration of more positive emotional maps by “touching” the right emotions of significant parts of the targeted social groups in the right way. Dominant emotional maps of societies afflicted by economic downturns, natural disasters, conflicts etc. are typically characterized by negatively valenced emotions. Persistent negatively valenced group based dominant emotions may be used as quantitative statistical measure of potential stress related disorders and PTSD among respected group members. The toxic power of extreme negative emotions, attitudes, actions and behavior might be reduced by EBSC as a communication method for transforming negative dominant emotional maps into more positive ones. EBSC is conceptualized as the positively valenced stimulation of a negatively emotionally affected group by an appropriate communications strategy in order to minimize dominant negative emotional maps and behavior of the targeted group.

dimensional model of emotions; discrete emotions; dominant emotional maps; group emotions; social psychology; strategic communications; stress-related disorders; valence and arousal

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