Moreover, a couple of individuals also manipulate this incident to attract media’s attention. In this case, Joshua Feuerstein, an American evangelist and former pastor, takes the spotlight. In general, Feuerstein is well-known for his YouTube’s discussion video of different topics. As for the Starbuck’s issue, Feuerstein’s video of condemning the Red Cup went viral quickly. By pointing out Starbuck’s red cup is satanic, he firmly concludes that the company hates and disrespects Jesus. Moreover, Feuerstein supports the boycott uprisings because Starbucks is converting people to follow demons and worship these inhumane creatures. With that being said, his video grabs public’s attention because of these illogical reasons and assumptions. Unfortunately,
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According to Hovland, the theory describes the public tendency to reject the materials presented by unreliable sources. Even though the message has a high exposure in different media channels, it is unable to change a customer’s belief or attitude. In this case, Feuerstein’s viral video do not have any supported evidences; therefore, he is unable to persuade and convince people to follow his uprisings. This happens because his personal opinion and belief are subjective and biased, they are not as credible as other scientific …show more content…
According to John F. Cragan, a University of St. Thomas’s professor and an author of Understanding Communication Theory: The Communicative Forces for Human Action, Cognitive Dissonance Theory prefers to the concept of individual changing personal belief and attitude, when him/her encounters tension. In this case, Feuerstein’s media exposure is the initial tension to trigger a potential negative aspect of Starbucks. However, not everyone acknowledges his proposal because they do not agree with his opinion, since it might conflict with their own thoughts and belief as well. But, there are still some people favor Feuerstein’s idea because his “tension” shifts their perspectives. For instance, some Twitter accounts posts pictures of the Red Cup with demonic and devilish symbols or drawing on it, as a way to express their outrage toward Starbucks. With this in mind, Feuerstein succeed to input the negative images and perceptions of
According to Hovland, the theory describes the public tendency to reject the materials presented by unreliable sources. Even though the message has a high exposure in different media channels, it is unable to change a customer’s belief or attitude. In this case, Feuerstein’s viral video do not have any supported evidences; therefore, he is unable to persuade and convince people to follow his uprisings. This happens because his personal opinion and belief are subjective and biased, they are not as credible as other scientific …show more content…
According to John F. Cragan, a University of St. Thomas’s professor and an author of Understanding Communication Theory: The Communicative Forces for Human Action, Cognitive Dissonance Theory prefers to the concept of individual changing personal belief and attitude, when him/her encounters tension. In this case, Feuerstein’s media exposure is the initial tension to trigger a potential negative aspect of Starbucks. However, not everyone acknowledges his proposal because they do not agree with his opinion, since it might conflict with their own thoughts and belief as well. But, there are still some people favor Feuerstein’s idea because his “tension” shifts their perspectives. For instance, some Twitter accounts posts pictures of the Red Cup with demonic and devilish symbols or drawing on it, as a way to express their outrage toward Starbucks. With this in mind, Feuerstein succeed to input the negative images and perceptions of