One compliance gaining tactic is low balling much

This preview shows page 6 - 8 out of 10 pages.

"inherent in a successful compliance-gaining attempt is the persuader's power. One compliance-gaining tactic is low-balling(much like bait-and-switch.)self-attribution research- "When subjects believe that the cause of a given behavior is derived from an attitude, they will consequently adopt that attitude."i.e. "once recruits finds themselves acting like Moonies and enjoying it, they may infer from their behavior that they also like and endorse Moonie ideas."THE INFLUENCE OF THE MEDIAToday, many publications are dedicated to mass media research as a subdiscipline of communication research.Violence and the Media1968 - LBJ created the National Commission on the Causes and Prevention of Violence, which issued Violence and The Media, concluding violence not only was a predominant characteristic on television but also was way out of proportion in comparison to actual violence in the real world.1969 - Surgeon General's Advisory Committee on Television and Social Behavior -concluded that viewing violent entertainment increases the likelihood of subsequent aggressive behavior.Albert Bandura and Leonard Berkowitz- conducted some of the above studies - provided 'more tempered' conclusions. "[T]hey made no claim to any situation outside the laboratory. They did find, however, that television violence could incite violent behavior in viewers." However, they acknowledged that other factors (beside media violence) could influence whether violent behavior would be manifest.6
One research review concluded that media violence may effective persuasively (incausing attitude changes), and that behaviorally there may be "some types of effects on the aggression levels of some types of children, adolescents, and young adults under some types of conditions."Dubrow and Miller- (1996) – found that children commit to memory scripts for behavior that are learned from observation and from their own behavior. They speculatedthat if a child has more violent scripts than nonviolent ones, she or he may access a violent script to use in a social interaction. They also recognized that other environmental, familial, and individual personality traits are potential contributors to behavior as well. [an earlier edition of the text also noted that they found the following]: "the relation between TV violence viewing and the development of aggressive behavior is small...Nevertheless...[it] is large enough to be considered socially significant. In contrast, by adulthood, relations between violence viewing and aggressive behavior are rarely significant."One factor which influenced behavior was the degree to which viewers identifies with the characters exhibiting violence in media depictions (viewer identification.)Cultivation StudiesGeorge Gerbnerand associates - (1979) - "[O]ne correlate of television viewing isa heightened and unequal sense of danger and risk in a mean and selfish world." Television violence "may produce an increasing dependence on the exercise of authoritarian power in society."Prosocial Behaviors and TelevisionSome positive (prosocial) behaviors may result from TV viewing (of programs such as Mr. Rogers.) Lowery and DeFleur - TV is "a major source of observational learning for millions of people."

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture