2-25_Lecture - Lecture 7: Social Influence February 25,...

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Lecture 7: Social Influence February 25, 2008 I. Introduction a. Definition of Culture i. An identifiable group of people who share behavioral patterns such as customs, rituals, language ii. Who share cognitions such as values and beliefs b. Cultural Information is displayed in every message. Persuasion is very culturally governed. II. Motive to Connect: Persuasion a. Definition i. Intended messages ii. Transmitted to arouse meanings in people iii. To produce some change iv. In attitudes, beliefs, or behaviors v. Different than informing people b. Types of Goals in Persuasion i. To reinforce current behavior and attitudes ii. To promote change iii. To stop current behavior iv. Actual campaign might have multiple goals 1. Ex: health campaign to reduce STDs that focused on abstinence and condom use. c. Goals must be Audience Centered i. Hostile Receivers 1. Reduce Interference 2. Get them to listen ii. Critical Receivers
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1. Create doubts 2. Vocalize counter attitudes iii. Uniformed Receivers 1. Meet information needs 2. Build credibility iv. Sympathetic receivers
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This note was uploaded on 04/24/2008 for the course COM 100 taught by Professor Donohue during the Spring '08 term at Michigan State University.

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2-25_Lecture - Lecture 7: Social Influence February 25,...

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