Comm 314, Chap. 2. Attitudes: Definition and
As you move down the list the concepts become more general and
Attitude: a learned, global evaluation of an object
Chap. 12, Communication Campaigns
A systematic, organized effort to
mold health and social attitudes
through the use of communication.
Give a hoot, dont pollute.
Take a bite out of crime.
Just say no to drugs.
Comm 314, Chapter 9, Cognitive Dissonance Theory
Cognitive dissonance - Holding two or more
contradictory ideas in ones mind at the same time creates
instability and imbalance that the person will strive to
stabilize and bring back in balance, often throu
Comm 314, Chapter 7, Message Factors
One side or two sides? Should a message provide only the
persuaders position, or should it also bring up the opposition
viewpoint and provide a counterargument?
The two-sided message works best, I
Comm 314, Chap. 6 Who Says It: Source Factors in
Consider the following statements without attribution (identify of
He was hotheaded and his actions off the court got more
attention than his play on the court.
Comm 314, Ethics and Persuasion
Ethics involves choice Persuasive communication that allows
individuals to consciously choose their beliefs and behaviors is
ethical, whereas that which denies choice is unethical. Lying,
for example, is a form of coercion,
Comm 314, Chapter 8: Personality and Persuasion
It has long been thought that certain personality traits make people
more or less easily persuaded. So how do personality factors relate
Self esteem, intelligence, and gender are apparentl
Comm 314 Chap. 11, Advertising
Advertising is the economic basis of most American media its
where the profits come from. Its economic impact is
undeniable, both as a source of income for individual media
outlets and as a major creator of our consumer cult
Comm 314, Chapter 3, Attitudes: Functions and Consequences
Functional Theory of Attitudes: Attitudes have uses; they help
people get through their lives; i.e., they have functions.
Functions of attitudes:
They provide us with a way to unders
Comm 314, Chapter 10, Interpersonal Persuasion
Much persuasion occurs in the face-to-face interpersonal setting.
In our personal and professional lives we use various strategies to
try to get other people to do what we want them to do. This
Comm 314, Chap. 4, Attitude Measurement
Ways of finding out about publics
Polls and surveys
Attitude measurement involves asking questions of samples of
people, taken to represent a group or public as a whole.
Attitudes are measured with more reliabil
Theory of Reasoned Action
1. Attitude (Recycling is good)
Descriptive Belief (Recycling helps
Prescriptive Belief (Helping
environment is good)
I intend to start
2. Subjective norm (Other important
people wish I
Comm 314, Chap. 5, Processing Persuasive Communications
Elaboration Likelihood Model
Basic concept is elaboration, or the amount of thought and
modification involved in processing a piece of information. People
vary in the degree to which they think ab
All questions in red, still need to be answered
Comm 314 Review questions for exams
We said that in the modern media context, the persuasion process (and the communication
process overall) is much more audience centered than in the past. What