CognitiveDissonance refers to a situation involving conflicting attitudes, beliefs or behaviors(McLeod, S. 1970, January01). It consists of two parts, “consonance” the consistency, which causes aperson to try to eliminate and achieve consonance, and “dissonance” theinconsistency, which causes someone to avoid situations and stimuli that addsdistress (Festinger, L.
1962). In Singapore context, this theorycan be applied in campaigns like Singapore Kindness Movement and Plaster theSilence Campaign to improve its concepts to its audience. It is seen thatpeople rid themselves of cognitive dissonance whenever they do a good deedbecause they feel an emotional reaction to the thought of helping others.
Forexample, this can be applied in Singapore Kindness Movement as it constantlyhelps to change Singaporean’s attitudes and behaviors. This also helps decreasetheir cognitive dissonance to be more aware about their surroundings, to help peoplewhen needed and to be considerate citizens. This includes simple tasks likegiving up seats for the elderly, injured or expecting mothers. Cognitive dissonance is alsoapplied in Plaster the Silence Campaign.
Plaster the Silence Campaign also usescognitive consonance by sending messages to prevent suicide thoughts to thosewho are facing it. In this campaign, black plasters were given out to help symbolizecitizen’s support for people facing it and for people facing it to startopening up about their feelings and their experiences to help themselvesrecover from their toxic thoughts (Tay, V. 2016, September 06). Therefore,eliminating stimulus that adds distress to them to achieve a cognitiveconsonance and changing their behaviors gradually to a better state.