The podcast episode “Theory of Planned Behaviour with Melanie Paradis” is part of the Wonks and War Rooms podcast series, hosted by Dr. Elizabeth Dubois, an Associate Professor in the Department of Communication at the University of Ottawa. In this episode, Dr. Dubois engages in a insightful discussion with Melanie Paradis, President of Texture Communications, a firm specializing in strategic communication, opinion editorials, speechwriting, and crisis communications. The podcast serves as a bridge between academic theory and practical political strategy, with Dr. Dubois explaining a political communication theory and then discussing its real-world applicability with a seasoned practitioner.
The conversation centers on the Theory of Planned Behaviour, exploring how its principles—specifically attitudes, subjective norms, and perceived behavioral control—can be applied to understand and influence voter behavior in political campaigns. Paradis, drawing from her extensive background in political strategy and high-profile campaigns, provides concrete examples, including insights into third-party advertising in Canadian elections and the Conservative Party of British Columbia’s “I’m trying something new” advertisement. However, Paradis particularly emphasizes the problematic implications of social media, stating, “Now, where this gets messy and problematic is on social media, where we are increasingly stuck in algorithmic prisons. People listening to this podcast need to understand that the internet is not real.” She highlights how personalized algorithms contribute to filtering information, creating filter bubbles and echo chambers where individuals primarily encounter content that aligns with their existing beliefs. This phenomenon, she argues, makes it incredibly difficult to engage in constructive dialogue or present alternative perspectives, as people’s “perception of what social norms are has completely changed” due to the constant reinforcement of their own views. The discussion implicitly touches upon concepts like hyper-nudging and microtargeting, where highly tailored messages, often based on extensive user data, are used to influence specific individuals or groups, further solidifying these digital echo chambers. Paradis concludes by warning that this digital isolation is “pretty dangerous” for political discourse, as it fosters a skewed perception of public opinion and election outcomes.
References:
- “Theory of Planned Behaviour with Melanie Paradis” podcast episode:Â https://www.polcommtech.com/post/theory-of-planned-behaviour-with-melanie-paradis
- Previous podcast episode: “Echo Chambers and Filter Bubbles with Adi Rao”:Â https://www.polcommtech.com/post/echo-chambers-and-filter-bubbles-with-adi-rao
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