10-23 Lecture

10-23 Lecture - PERSUASION -def- the application of...

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PERSUASION -def- the application of rational and emotional arguments to convince others to change their attitudes of behavior Yale Communication Model: Who (the communicator) +What (the message) +Whom (the audience) +Means (the channel) = Persuasion Communicator-- credibility; (trustworthiness and expertise) A person can increase credibility by using different rhetorical techniques (message) 1. Make an argument that’s against their self-interest. They appear like they are not self-serving. 2. Sleeper effect- after a long delay, even an argument from a non-credible source can change attitudes. A cue is associated with. Over time, you forget that it’s associated with the non-credible source. If you hear the message later, you might be able to accept it (repetition). 3. Mere exposure over a long period of time can have this effect. Trial evidence is sometimes accepted by the jury. 4. Beginning and end of speech is important; memory research showed they’d remember the first and last best, first and last impression. a. primacy effect, at the beginning; b. recency effect- remembering words at the end of a list. 5. Fear has to be moderate to be affected. If it’s too high, it’s repulsive though. 6. Inoculation gives a weakened version of the opposing view. It works well with people who know a lot about the topic. a. When they hear the opposite view again, they have arguments already in their head that they can build from
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7. Discrepancy; if the audience agrees, is receptive, it’s no problem. If they disagree, it will have to be a highly credible speaker involved to change their minds. Social Judgment Theory: How the target evaluates the message depends on the degree of personal involvement Latitude of acceptance. Speaker won’t step over the boundary. Knowing the latitude of acceptance helps speaker sensor what they say. Latitude of rejection- position that the audience will reject Latitude of non-committment- those the audience has no opinion on; as issue of importance increases, the latitude of acceptance decreases. With multiple audiences, a communicator can send different messages.
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10-23 Lecture - PERSUASION -def- the application of...

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