Persuasion1ov - Persuasion involves Symbolic process...

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Persuasion
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What is persuasion? Anything that deliberately attempts to change your attitude towards an issue or object. Attitude: global evaluation of an object or issue- influences thought and behavior. Different from social influence
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Propaganda vs. Persuasion Propaganda as a specific type of persuasion. Persuasion can be generic term for all attempts to change attitudes or can refer to specific type of attitude change stemming from give and take of reasoned arguments and debate.
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Propaganda Propaganda appeals not through give and take but through the manipulation of symbols and of our most basic human emotions One-sided mass media Goal is not to inform or enlighten negative connotation
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Propaganda
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Propaganda
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Coercion vs. Propaganda Persuasion - people willingly decide to change their attitude or at least not forced Coercion -forcing people to adopt the coercer’s desired attitude- against their will and contrary to their preferences- some type of threat involved
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Unformatted text preview: Persuasion involves Symbolic process Deliberate attempt to influence and change attitudes People must persuade themselves Free choice Persuasion today More prevalent than at any other time in history More subtle and sophisticated Speed of persuasion More complex audience Persuasion in the United States as a form of electing government Historical view: Greece Ancient Greece- strong emphasis in ancient Greece on persuasion and rhetoric Sophists- taught classes in persuasion techniques- tricks to increase persuasiveness and ways to present arguments. Historical view: Social science Hovland- WWII start and Yale in the 1950s Target characteristics Source characteristics message characteristics/ message medium Who Says What In Which Channel To Whom To What Effect Empirical approach: experiments and surveys Persuasion functions Shaping Reinforcing Changing...
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This note was uploaded on 03/30/2008 for the course COM ARTS 368 taught by Professor Vanswol during the Spring '08 term at Wisconsin.

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Persuasion1ov - Persuasion involves Symbolic process...

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