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Unformatted text preview: 01:39 1. Credibility- an audience’s perception of the persuader and its dynamics (Ex. – George Clooney and his efforts to make people aware of Darfur crisis.) a. Ethos – 3 characteristics i. Practical wisdom- being objective/ having knowledge about the topic ii. Virtue- good sense or moral- honesty iii. Goodwill- the best interest of the audience in mind- sincere b. Source Credibility : i. Safety • ex: telemarketer during dinner = not safe • kid knocks on your door and is doing a fundraiser = safe • persuaders are constantly trying to appear safe to us ii. Qualification : ability and objectivity • Similar to practical wisdom • Ability- qualifications to make observations • Objectivity- does the source have anything to gain? Do their arguments try to benefit their personal interest? iii. Dynamism: charisma • Energy/ boldness that a persuader has • Charisma can intensify qualifications- makes an audience more perceptive about what is being said c. Results of Credibility i. Legitimation : the power to gain acceptance for a point of view because of the status of an individual (what Clooney did) • Legitimacy can be reciprocal- when a celebrity links their status to a cause, they can gain legitimacy as well as what they are fighting for ii. Mystification : the use of specialized language to communicate an authority to which others should defer • This is the kind of credibility we give to our doctors- we don’t understand the coat/ charts but they are symbols that make us believe in them 2. Public Relations vs. Spin a. Positive and negative feelings are related to public relations b. Spin is considered bad- its manipulating to present false reality c. Publics i. Internal vs. external a. Internal - inside the organization b. External - media gov, etc ii. Primary vs. secondary vs. latent a. Primary - people who are essential to the organization either by helping or hindering also the main public trying to be reached, b. Secondary - less important but cane become important c. Latent - doesn’t play a significant role but should never be disregarded) iii. Traditional vs. potential a. Traditional- what you have now b. Potential- future d. Functions (R-A-C-E) i. Research- of attitudes/ focus groups ii. Action- identifying problems of the organization iii. Communication (persuasion is key to communication function, which acts to crystallize attitudes, reinforce beliefs, and change public opinion) • Attitude – opinion – action • The goal of persuaders is to encourage actions iv. Evaluation 3. Case Study a. Jet Blue Valentines Day crisis- snow storm on valentines day- passengers were left on the plane for 8hrs- On Feb 18 th , flights were still backed up....
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This note was uploaded on 05/07/2008 for the course MC 2525 taught by Professor Song during the Fall '07 term at LSU.
- Fall '07