comm review - Aristotle's model of communication(book and...

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Aristotle's model of communication (book and lecture) Five canons of persuasion "Proofs" of persuasion Audience analysis Aristotle’s model of communication – basically his theory of public speaking. Aristotle is the father of rhetoric (the art of discovering all available arts of persuasion). The model of communication starts with audience analysis and then moves to the 5 canons of persuasion. It also includes ethos, pathos, logos, etc (discussed later) & proofs of persuasion. Five canons of persuasion – when putting persuasive speech together use Aristotle’s 5 cannons of persuasion (this comes after audience analysis). 1) Invention – finding out all you can about your topic. You can then tailor your info to best fit your audience. 2) Arrangement – taking all the info you collected and putting it in a logical order that makes sense. 3) Style – after you have an outline, think about what type of words and language is most appropriate for your audience. 4) Delivery – the art of delivering your speech (everyone has their own delivery style). 5) Memory – the grasp and retention of content by the speaker in some type of order. The speaker knows the content of the speech and how to present it in a specific order. “Proofs” of persuasion – are ethos, pathos, and logos. (details later on). Audience analysis - according to Aristotle, the more you can find out about your audience before hand, the better prepared you can be. You basically analyze 4 things when doing audience analysis before the speech. A) Analyze the physical situation – what is the size of the room, seating arrangements, equipment available, time of day, etc. B) Audience demographics – characteristics of the audience, such as age, gender, ethnicity, education, religion, economic status, and group membership. Discovering these specific things about your audience will help you figure out who your target audience, so you can tailor a message to a specific audience. C) Occasion – why has the audience come? D) Audience psychographics – characteristics of the audience, such as values, beliefs, attitudes, and behaviors. Will help you understand how listeners think, feel, and behave. Generally, our behavior is shaped by our attitudes, which are based on our beliefs, which are validated by our values. You influence the audience in levels – lowest is values, then beliefs, then attitudes, and finally behavior. 1) Audience values, beliefs, and behaviors – people value things because they deem it to be desirable or have some inherent goodness. A value expresses a judgment of what is desirable/undesirable, right/wrong,
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good/evil. It guides what people believe and how they act. A belief is something you accept as true and they generally do not change. Audience’s behavior is how they act) and is a logical and observable extension of your outlook (values and beliefs).
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