Chapter 5 - Persuasion Approaches -

Chapter 5 - Persuasion Approaches - - Chapter 5 Persuasion...

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Chapter 5: Persuasion Approaches Michael deGroot Comm. as Social Science Lecture Notes 1. Persuasion 1. The foundations of communication since the Greek Times. 2. Persuasion dominates our lives – Persuasion occurs politically, for example. 1. Negative ads have elements of persuasion: Advertising and public relations also occur in these area 3. Persuasion also occurs interpersonal – perhaps the most interesting area of persuasion 1. Persuasion functions very subtle 1. Ex. Some calls during Dinner. “I`m doing Good Thanks.” You know, “A lot of children in orange county aren’t doing so well.” 1. Using a Greeting literally against us. 2. Subtle but effective technique. 2. Ex. What are you doing on Saturday? “Nothing” 1. Good you can help me move 4. Persuasions all around us; people who do not understand persuasion do not understand the most important aspects of communication. 1. We will examine major variables and theories of persuasion. 5. Persuasion so much part of lives that some theorist argue all communication is persuasion – were always trying to influence something. 1
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Chapter 5: Persuasion Approaches 1. If we understand persuasion theories then we can better understand why and how the media tailors message. 1. Ex. Political Campaigns Going Negative 1. When people feel behind on issue, they often attack character. 2. Two Critical Variables in election: Race and Experience 1. White voters will realize their voting for presidents whose not white, a first. 2. Obama lacks experiences. Even though some may favor the policies of Obama, they might not vote for him with lack of experience. 3. The more we know about persuasion, the more we can make sense of the election 4. Obama winning the uncommitted voters with more presidential style 6. Persuasion most important communication, for without persuasion skills we cannot be successful. 1. Successful people posses fantastic communication skills. 7. Although persuasion theories were studied in public speaking, they can be applied in all communication settings – interpersonal, professorial, or group. 2. Text Definition of Persuasion 1. Attitude change towards a source’s proposal that results from a message designed to alter beliefs about the proposal.” 1. The essence of Attitude Change 2. Typical traditional definitions 2
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Chapter 5: Persuasion Approaches 3. Persuasion is equated with attitude change toward a topic 4. Nearly all theory and researcher in persuasion has focused upon ways a persuade can change a receiver’s attitude toward the message topic. 1. Ex. Famous book called Attitude Change 2. What is an Attitude? 3. How favorable or unfavorable we feel about person thing or idea. 1. Attitudes are the positive and or negative – whether we like, don’t like, somebody or something.
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