Com 275 book notes ch. 10 persuasion

Com 275 book notes ch. 10 persuasion - Ch 10 Persuasion 1...

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Ch. 10 Persuasion 1) Persuasion research examines the process of attitude formation and change in audience members and the modification of behavior based upon attitude change. 2) Most persuasive messages are intentional; that is, they are designed to have an intended effect. Other media effects are usually unintended. 3) Elaboration Likelihood model of persuasion: identifies 2 separate “routes to persuasion” or one of two bridges that must be crossed before persuasion can occur. 4) Research tradition: persuasion research started with RADIO, and found that propaganda has very powerful effects. 5) Hovland’s 3 step persuasion process: 1) Listeners must pay attention to the message. 2) They must comprehend the message 3) they must accept the message. (other variables: message appeal, source credibility) 6) Opinion Leaders: Those who have personal influence to change the attitudes of others in the community. 7) Two-step flow model : Media messages influence opinion leaders who, in turn, influence others in the community via interpersonal communication. 8) Persuasion is not a stimulus-response-type situation it relies on the receptivity of the receiver. A) Attitude, Emotions, behavior, and Persuasion Attitude: Person’s “abstract evaluation of an object” 1) If the new info. Changes a person’s attitude then behavioral change is more likely.
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This note was uploaded on 04/18/2011 for the course COM 275 taught by Professor Sherry during the Fall '08 term at Michigan State University.

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Com 275 book notes ch. 10 persuasion - Ch 10 Persuasion 1...

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