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SOCIAL INFLUENCE AND STRATEGIC COMMUNICATION I. Social Influence A. Persuasion : involves communication between two or more people with an intent to change, reinforce, or shape attitudes, beliefs, and/or behaviors A.1. Persuasion Components A.1.i. Attitude: a predisposition to respond favorably or unfavorably to a given object A.1.ii. Belief: a judgment concerning how things are or how they should be A.1.iii. Behavior: a physical action; conduct. - Ex: voting, locking the door - Assumed Relationship between attitudes and behaviors = if you have a positive attitude towards something you will do it A.1.iv. Value: deep rooted conceptual response about the worth or importance of something - Changing someone’s values is difficult and nearly impossible B. Coercion : when you force someone to do something; different from persuasion - Usually involves force or violence C. Propaganda : a type of persuasion that involves mass audiences, that uses concealment of purpose, emotional appeals, and that does not consider the needs of the audience - Refers to specific ways of persuading - The term propaganda tends to be used when we don’t like the message being sent people rarely describe their own things as propaganda. Negative connotation. D. Compliance – Gaining : a person communicates to elicit a specific behavior from another
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- Generally interpersonal communication, face-to- face - Specifically focusing on behavior E. Strategic Communication : a communication function of management though which organizations adapt to, alter, or maintain their environment
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