COMM 318 1st Edition Lecture 1Outline of Last Lecture I. Syllabus & RegulationsOutline of Current Lecture II. What is Persuasion?III. Targets of PersuasionCurrent LectureTuesday, January 20, yPERSUASION INTRODUCTION- BASIC CONCEPTS AND PROCESSESI. What is Persuasion?A. History:1. study of persuasion dates back to Aristotle’s Rhetoric2. research on persuasive communication gained momentum during/following WWIIa) Yale Schoolb) social scientific approach to studying persuasionc) focus on persuasive messages B. Key Components (Persuasion…):1. requires intent (trying to get someone to do something)2. assumes free will (on the part of the receiver, they have the opportunity to say no)3. is symbolic-involves messages (using messages to convince people to do things-verbal/nonverbal)4. is interpersonal (between people)5. is NOT coercive C. A Definition of Persuasion1. SHAPE (creating new attitudes)• occurs when individuals possess no established pattern of response to an object/idea/event (when we are trying to create or shape attitudes or beliefs)• is it bad or good?• what are its benefits?• where does it come from?• examples: • nuclear power in the 1940’s• HIV/AIDS during the early 1980’s• human genome project today2. REINFORCE (reinforce current attitudes)• reinforcing currently held beliefs, attitudes, or behaviors• underscores the idea that persuasion is a process occurring over time 3. CHANGE (making existing attitudes different)• most common interpretation of persuasion• involves affecting another person’s cognitions, attitudes or behaviors• examples:• quit smoking• start exercisingII. Targets of PersuasionA. what is being shaped, changed or reinforced?1. COGNITIONS: beliefs about the world• easiest of the three to influence• examples:• benefits or limitations of the recent health reform bills• Pace Picante sauce is for cooking2. ATTITUDES(S)• more engrained, consistent and enduring than our beliefs• predisposition to respond in a particular manner3. BEHAVIOR• action• examples:• American Red Cross4. persuasion matrixShape Reinforce Changecognition __x_____________x___________x__________attitude ___x____________x___________x__________behavior
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