dynamics of persuasion

dynamics of persuasion - uses language strategies and/or...

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Click to edit Master subtitle style 5/10/11 Dynamics of Contemporary  Persuasion Spring 2011 - Song
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Linear Model  of Communication Source  Message @Channel k  Receiver - It assumes passive receiver. It assumes unidirectional communication. It assumes type of channel doesn’t  matter.
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Magic Bullets vs. Rational Citizen ± Magic Bullet Theory Behaviorism Psychoanalytic theory ± Rational Citizen: “Limited effects” - Learning model (information-processing model)
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Cognitive Response Approach  “The successful persuasion tactic is one  that  directs and channels thoughts so  that the target thinks in a manner  agreeable to the communicator’s point  of  view;  the successful tactic disrupts any  negative thoughts and promotes positive  thoughts about the proposed course of 
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Persuasion is:  the co-production of meaning that results when an individual or group of individuals 
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Unformatted text preview: uses language strategies and/or symbols to make audiences identify with them. Persuasion in the Media Age Medium Persuader , Message Ł Audience Cognitive Response Approach ± Persuasion “ directs and channels thoughts so that the target thinks in a manner agreeable to the communicator’s point of view” ± Persuasion requires IDENTIFICATION. Strategies of Identification ± Forming relationships: EITHER Changing views OR reinforcing them. - Obvious and direct - Anti-thesis Characteristics of • Audience-oriented • Everywhere, but invisible to us- Media impacts not what to think, but HOW to think. - Repeated exposure to “single source” data can yield attitude change For Tuesday ± Review Ch 1 (brief history) ± Read Ch 5 & 33 ± Bring notecards! Be ready for a pop quiz!...
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This note was uploaded on 05/09/2011 for the course MASS COMM 2025 taught by Professor Song during the Spring '11 term at LSU.

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dynamics of persuasion - uses language strategies and/or...

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