SOC 300 Lec. 1 - Unit 1 Class Objectives: To understand the...

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Unit 1 Class Objectives: To understand the concepts of persuasion and propaganda To introduce the study of attitudes
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Definitions What is persuasion? Activity or process Attempt to induce a change (Persuasive communication communication) Change in beliefs, attitudes and behaviors (Coercion Persuasion; Public behavior private acceptance) Transmission of a message Free choice (All persuasion is fundamentally self-persuasion; Simons, 1971) What is propaganda? Organized persuasion through mass media (historical evolution) Not restricted to vicious political propaganda (e.g., Nazi propaganda)
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Defining Attitudes What it is… Psychological tendency Evaluative Particular entity What it is not… Disposition Nonevaluative information Absence of object or entity
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Defining Attitudes An attitude is a mental and neural state of readiness, organized through experience, exerting a directive or dynamic influence upon the individual's response to all objects and situations with which it is related (Allport, 1935) Important elements of Allport's definition: Attitudes are private Attitudes are formed and organized through experience. That is, we are not born with our attitudes we acquire them via the SOCIALIZATION process An attitude is not passive, but rather it exerts a dynamic or directive influence on behavior. Attitudes believed to directly influence behavior
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Components of an Attitude An attitude comprises three parts: The AFFECTIVE component is the emotional (like-dislike) component of an attitude The BEHAVIORAL component is the overt behavior attached to our internal attitudes The COGNITIVE component is the storage component where we organize information about an attitude object
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This note was uploaded on 04/28/2008 for the course PSYCH 352 taught by Professor Mcculluch during the Spring '08 term at University of Illinois at Urbana–Champaign.

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SOC 300 Lec. 1 - Unit 1 Class Objectives: To understand the...

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