Comm 1 071211 #7

Comm 1 071211 #7 - - Who is listening/watching? Audience...

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Comm 1 071211 #7 PUBLIC COMMUNICATION AND PERSUASION Public Communication - One speaker (or panel) to an audience - Types: - Informative speaking (e.g., formal education, training seminars, company presentations) - Motivational speaking (e.g., sermons, self-help) - Persuasive speaking (e.g., political speeches/ads, TV/radio “analysis”) What makes persuasion effective? - Important factors: - The Source(s) - Who or what is delivering the message? (e.g., expert, mom, celebrity spokesperson) - The Message(s) - What strategies or appeal are being used? (e.g., humor, fear, evidence) - The Audience(s)
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Unformatted text preview: - Who is listening/watching? Audience Factors- Audiences have:- Beliefs: truths held about something-- Primarily cognitive- Attitudes: Evaluation (good/bad) of something-- Mostly affective- Behaviors: actions, things people do- How to understand your audience?- Demographics (e.g., sex, race, income)- Psychographics (lifestyles, interests, needs) Attitude-Behavior Link- Do attitudes predict behavior?- Sometimes yes, sometimes no!- Complex relationship- Multiple attitudes often involved- Situational & individual factors important- General vs specific attitudes...
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