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The following will explain how attribution theory can be used to examine the consumption of social media. While it is easy to mindlessly scroll for hours it is crucial to understand how the brain perceives content, why it is perceived that way, and the perception the content creator intended. This paper will specifically look at Tik Tok content that is about traveling and adventures. We will analyze how this theory applies to the specific piece of content used as a sample piece. Then analyze the counter argument using fundamental attribution error. To close we will debunk the counter argument and reiterate our findings.
According to the text, Theories of Human Communication, attribution theory explains how individuals communicate and examines the ways that people perceive communication. This theory is explained with the use of nine casual attributes. These attributes are; situational causes, personal causes, ability, effort, desire, sentiment, belonging, obligation and permission. In the following, only a few of these attributes will be discussed. The first attribute to be examined is ability. This aspect will look at how ability affects a person’s perception of the content. Secondly, the attribution of desire will be analyzed. Transitioning to different emotions that this video could produce, the attribute of sentiment will be discussed before countering the argument with the fundamental attribution error and looking closer at the attributions of obligation and permission.
Since Tik Tok’s stable release in March of 2020 it has quickly grown to be one of the most used social media platforms. With a constant stream of short videos that are a maximum duration of one minute and an estimate of 1.1 billion monthly users, Tik Tok ranks seventh in most used social media platforms, even above snapchat. This application has grown dramatically since the beginning of COVID-19. With Tik Tok curating a “For You” page more precise than most media platform it gives users the exact content they want based on the way they interact with content.
Originally published by @topflightfamily, who posts content specializing in luxury family travel, the specific Tik Tok we will use as a sample shows a trip “where Americans can safely visit right now.” This video is set on a seclusive island, Soneva Fushi in the Maldives, and is described as a pandemic pod. It is said that this is a trip where there is no need for masks or social distancing because of the seclusion and safety precautions taking place on the island. With a COVID-19 test required within 72 hours of traveling, and a second test upon arrival the narrator believes that this trip is completely safe from COVID-19 exposure. With the narration aside this video has stunning views of the warm weather most of us are craving. It also shows a lot of unmasked faces that could trigger nostalgia for many viewers and anger for others. This Tik Tok is the sample because it is highly viewed and illustrates many aspects of the travel Tik Tok genre but it important to acknowledge how harmful the inaccuracies of the narration are.
One way that this video could be used is to help people cope with the pandemic by living vicariously through others. Two attributes that can be factors of how this content could be perceived as a coping mechanism is with ability and desire in mind. There are many people that are using travel videos and other content to help them cope with the inability to do things that they desire. While their own morals and government recommended travel, bans prevent them from doing things that they love they are still enjoying watching others participate with the understanding that their situation must be different. With this constant battle between desire and ability users can find refuge and solace in viewing endless travel content online. When looking at these two attributes it is clear to see that some users may perceive the content as braggy or irresponsible while others may be happy for the creator and see the benefits of them sharing their experiences and the information, they learned from them. The message depends on how it is perceived by the mind set and circumstances of the content consumer.
When examining this Tik Tok we can see that videos like this can also be perceived using the attribute of sentiment. They are many videos in this genre that seem relaxing, motivational and even inspirational but depending on the consumer are actually perceived as irresponsible, dangerous and unethical. It is possible for a single individual to view this content differently depending on their current frame of mind and how they feel about a specific video. Many commenters on this video like the aesthetics of the video itself but were more than frustrated by the narrator’s voice and that the creator was encouraging travel. Another negative aspect of this video that got commentors very frenzied is the privilege she is portraying in the video. The resort shown is more than $2,500 per night and many Tik Tok users saw that as unethical because of the economic climate.
It can be countered that attribution theory is not the greatest in examining media consumption by explaining the fundamental consumption error. This error explicates that people feel insensitive and are quick to judge others’ posts online. At the same time, this error also suggests that when individuals post themselves, they are sensitive and aware to the affects and environment when creating their own content. Meaning that consumption is selfish. While users expect and desire grace and understanding they seldomly portray it to others. This can be backed by the comment section of the video being referenced throughout. Many individuals are critiquing this user for encouraging traveling during an epidemic. This proves that while some people will be angry about the content they are not thinking about the situation or circumstance of the person posting. All that matters to the viewer is their own perception.
While this may be true, it important to address that there are empathetic people everywhere that look closely at a person and their situation when consuming their content. Even if an individual disagrees with people traveling during the pandemic does not mean they are unable to remove themselves from their beliefs long enough to enjoy the content and build their own perception using one or many of the nine attributes discussed.
All things considered; attribution theory is right in many ways. It suggests that the perception of communication cannot be fully examined without the use of the nine casual attributes and these attributes make up much of human existence. While traveling during the pandemic is dangerous and inconsiderate there are safe ways to do so when necessary and the fundamental consumption error helps us to analyze the thought process of creators. It is easier for individuals to justify the things they prioritize than it is for them to be understanding about the content others choose to share. While it is important to always be fully aware of the media being consumed and important to truly understand why something is being perceived the way that it is, it is also important to acknowledge that it is okay to enjoy the content. Especially because it is not always obvious or stated when the content was produced. Critically thinking about media consumption is a step that is frequently missed and attribution theory encourages users to slow down and examine the why behind the perception they are experiencing of a specific piece of content.
Works Cited
Littlejohn, Stephen W., et al. Theories of Human Communication. Waveland Press, Inc., 2017.
Topflightfamily. " Here’s why masks and social distancing aren’t needed at Soneva Fushi in The Maldives.” Tik Tok, 2020-12-13, https://www.tiktok.com/@topflightfamily/video/6905737616642084101?_d=secCgYIASAHKAESMgowqnTXb53N7cATpbbK8ASz%2B1OcU2LqtkD5q%2FGh2%2F0lL%2By7R1m2f2X4quQU4JHuiXf6GgA%3D&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAXFjNXJG97ZAShB0UG_zxFHI5qGXLgLOy53vZ9d4yn0NYuD_jaQdMXmnKSRUJJMpH&share_item_id=6905737616642084101&share_link_id=9CAC09A3-2892-4E45-B546-4E5C1E198445×tamp=1614740647&tt_from=copy&u_code=dc50332cfedm92&user_id=6820217894225544197&utm_campaign=client_share&utm_medium=ios&utm_source=copy&source=h5_m