Persuasion Theories part 1

Persuasion Theories part 1 - Explain the statement made by...

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Explain the statement made by Marshall McLuen“The medium was the message, but it is not the massage.” Dramatize and sensationalize the event in order to sell more  Dramatizing and Sensationalizing Content 1. "The medium is not message, but massage." This statement points out the  importance   of   technology   in   understanding   how   any   medium   can   function  persuasively. The impact of TV is a function of the screen, the camera, special  effects, and the use of videotape. 2. The screen 1) TV screen is small, therefore TV alters our perceptions of space and  proportion. High Definition TV will provide a larger viewing screen able to  carry a higher level of detail and quality. 2) The language of the TV screen is the language of close-ups. Close-up  shots compensate for the poor quality of the TV picture. 3) TV simulates intimate relationships between total strangers by bringing  viewers close to actors and reporters. It creates new rules for sense of  interpersonal space. Viewers encounter newspeople face to face, they tend  to treat them as friends although they are total strangers. 3. The camera 1) Camera motion a. Slow motion footage is considered tender even romantic
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b. Jumpy motion suggests dramatic. 2) Camera angle a. Eye-level suggests equality b. Looks up suggests a powerful interviewee c. Look down suggests a belittled interviewee. 3) Camera distance d. In hard news stories, reporters are shot in medium shot, this distance  is   considered   impartial   and   detached,   counterpart   of   journalistic  objectivity. e. In drama, using close-up to create emotional distance 4. Special effects 1) Technology   like   Chyron   machines,   latest   computer   equipment   and  devices are changing the potential of the TV camera and screen. 2) It can be used in news coverage to massage an event, in order to attract  audience. 3) The heavy use of special effects in commercials can not only attract  audience, but increase ratings. 4) TV news are filled with actions, because action speaks louder than  words, when those actions are filled with emotion, that "emotional pictures"  speak the loudest. 5. The emotional power of television is a by-product of its visual resources and the  size and intimacy of the television screen.
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6. The persuasive impact of television news is directly related to the television  screen, the use of close-ups, the power of the camera, and te resources of  special   effects.   They   dramatize   and   sensationalize   news   content,   and   also  enhance the authority and credibility of reporters. Editing of News: Why editing the news, and why it can create
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Persuasion Theories part 1 - Explain the statement made by...

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