3320%20Mid-term%20Study%20Guide - COMM 3320 Persuasion in...

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COMM 3320: Persuasion in Society (Spring 2008) Mid-term Exam Study Guide COMM 3320: Persuasion in Society The mid-term exam will cover material from the first half of the term (Units 1 through 6). It will cover content from the readings, from the unit “Highlights,” and from the assignments. This study guide is intended to help direct your study toward key topics that might appear on the exam. However, this is only intended to serve only as a guide, thus there may be questions on the exam not covered within this study guide. Rhetoric and Persuasion What is “rhetoric” and what is “persuasion”? The important thing to note from this dialogue is that rhetoric can and often is used for deceitful, malicious, exploiting, and/or oppressive purposes. persuasion can and often is used ethically Persuasion can serve both self and others’ interests simultaneously Achieving power with other rather than over others Truth must be communicated persuasively to others, not just accepted at face-value Aristotle states that “Persuasion deals in matters of judgment , rather than certainty”. If all of the following occur, a persuasive paradigm is present: A clear intent to persuade The use of communication to accomplish the goal of persuasion The message recipients (audience) are invited (not forced) to make a choice of some sort Persuasion is/does not… Torture, an ultimatum, coercion , bribery, material inducements , or conformity Overall, it does not impose upon others Persuasion is/does… Addressed to autonomous, choice-making individuals Predispose others Affect others’ sense of what is true or false, probable or improbable Affect how others’ perceive evaluation, commitments, action, values, and ideologies Accomplished through communication A practice persuasion also includes unintended effects of intentionally persuasive messages Sometimes persuasion is… Masked Page 1 of 8
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COMM 3320: Persuasion in Society (Spring 2008) For instance, The “Rats” message (p. 7) is a subliminal message, not consciously noticed Played down For instance, if persuasion is about only the one option presented. There are other options; they are just not discussed, rather than not recognized as viable options at all. Combined with other communicative motives Can you explain what persuasion is and what it is not? “Human communication designed to influence the autonomous judgments and actions of others” What are the differences between persuasion, influence, coercion, and deception? What are two different ways in which we can engage in the study of persuasion? Behavioral Approach: Social-Scientific Research on the Communication- Persuasion Matrix Focus group interviews For example, Advertising taste-testing or movie title/trailer previews Surveys For example, the US Census Polls For example, national support for the President polls on the news Other quantitative content analysis For example, counting instances of the word “terrorist” vs.
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