mc test 1 - January 28, 2010 Media in Persuasion (Ch. 1)...

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January 28, 2010 Media in Persuasion (Ch. 1) Marshall McLuhan: “The medium is the message” o Media= Medium+ Content o Content : the programming, written material or the messages that are distributed through media o Medium : inherent technical features of a media that characterize or shape how the content gets delivered A medium alters the consciousness of its users Three major types of media in the world’s history o Oral o Written o Electronic Culture Media Sender-receiver relationship Thinking style Persuasive Technique Oral Face to Face Immediate Cannot conceive of ideas outside immediate experiences (no abstract thought) Memory aids Stories Literate Printing Separated Linear Thought Abstract thought(reason) Evidence Logic Electronic TV and radio Sense of participation Vicarious experience Participate via media Images Hypermedia Internet Interactive Nonlinear
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As groups of individuals use the same medium, they share a common way of perceiving the world. This is also known as culture . o Culture is dependent on the medium of communication that its members use o Culture: set of beliefs, values, and practices that sustains a particular people, and the products of those people Postindustrial culture : a society that is fragmented due to the economic, social, a technological change that have accompanied its maturation from a manufacturing to a services orientation Postman’s observations about media and knowledge o Knowledge is fragmented o Knowledge appears in forms most suitable to TV o Knowledge requires specific processing skills o Knowledge is produced by invisible technologies Postmodern condition : media had brought about certain ways of thinking, relating, and knowing. Our theories, assumptions, etc are formed by events, images, and symbols Aristotle provided one of the earliest definitions for persuasion o Rhetoric : “ an ability in each case to see the available means of persuasion o Sender o “Rational approach” William Fotheringham o Shifted the focus from producers to receivers and emphasized the psychological effects of persuasive communication o receiver Kenneth Burke o His theory of persuasion is “ systematic o Focuses on the worlds and images that constitute persuasion and also how persuader and receiver both contribute to the persuasive process We use Burke’s theory today
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Persuasion is the coproduction of meaning o This means our study of persuasion is concerned not just with the tools used by persuaders or the attitudes of the receivers, but how both the sender and the receiver come together to create a shared reality The audience plays an active role in the persuasive process Persuaders create messages but the persuasion process is incomplete until the audience becomes involved Identification : a state of alignment that exists with another when we share a similar way of viewing the world o A common ground, association, and connecting o Three types o
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mc test 1 - January 28, 2010 Media in Persuasion (Ch. 1)...

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