Altering entrenched socio-cultural beliefs through music: a novel use of emotional contagion

This project envisions a method in which targeted exposure to customized sensory stimuli of music and video can be utilized as a means to modify entrenched socio-cultural beliefs. The aim is to develop an innovative method of approach which increases empathy via exposure to customized sensory stimuli of music and video as a means to modify entrenched socio-cultural beliefs via emotional contagion.The intended result is the reduction of emotional prejudice, and intensification of levels of empathy towards vulnerable groups who may be the targets of discrimination.

The project has two objectives: first, to examine how music-induced emotions can alter negatively entrenched socio-cultural parameters of xenophobia and racism; second, to promote a subtle, non-invasive and cost-efficient method of increasing empathy towards marginalized communities by the host population. With the world divided into countries which host refugees, and countries which, due to a multitude of reasons, create refugees, it is imperative that a way is found to build mutual understanding through compassion and empathy toward people in need. Advancements on cognitive/emotional/behavioral-focused studies in how to effectively measure empathy, compassion, well-being, and socio-cultural identifiers of human behaviour provide a more focused and targeted approach on how to mobilize interventions which have been proven to have an effect on the human psyche.

This method has the potential to reduce emotional prejudice and increase humanisation to its listeners based on stimulus context. So far, very little cross-disciplinary research has directly explored the possible links between music and socio-cultural scales, nor attempted to use this approach as a potential method of affecting mood in this manner.

The significance of this project lies in the proposition that (predominantly) music-induced emotional stimuli have the potential to alter socio-cultural traits which are perceived to be negative by the majority of the population, through exposure to a variation of sensory input (music, videos) meant to “humanize” the other via emotional contagion.

Potential findings will generate evidence which can alter the way we think about music and human behaviour in general. The empirical results may open up new avenues for exploring novel methodological approaches in how to combat xenophobia and racism, thus radically enhancing music’s potential as a method of increasing empathy.