JMC 1100 1st Edition Lecture 12 Current Lecture Media Uses and Effects Persuasion Media Today I Snapchat Crushes TV a Walking Dead finale 15 million b Sunday night football 21 million c Snowpocalypse story 25 million viewers II Death of Facebook a High use makes you sad i Comparing yourself to others Last time I II Targeting influence media coverage and shows Big data drives everything a Demographics psychographic information found every time you click III Programs made for you a Higher ratings higher cost of advertising Today Persuasion I Persuasion the act of using rational and or emotional arguments to convince others to change their attitudes beliefs and behaviors a KEY not in and of itself coercive nor manipulative it doesn t force people to change Persuasion tries to alter 1 Attitude general and enduring positive or negative feeling about a person object or issue 2 Belief A description of what an individual assumes to be true or false a Sometimes confused with facts 3 Behavior how a person acts in response to a particular situation or stimulus a KEY Most important goal 3 Behavioral responses to persuasion A Response shaping a Persuader attempts to shape the response of an audience by teaching individuals how to behave i Persuader is the teacher the audience is a student B Response Reinforcing a Currently held convictions are strengthened to be more resistant to change These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute b Makes people feel more strongly by demonstrating their attitudes toward specific behaviors C Response Change a Create new behaviors to replace old ones b This is the most difficult kind of persuasion because we are reluctant to change Impact of Persuasion II III More than 260 billion year spent of advertising in the US Average person is exposed to a 300 400 persuasive messages day b watches 1 000 commercials per week Common forms of Persuasion I Debate II Expert opinion III Newspaper Editorials IV Direct Advertisements Ads Know Persuasion Works I II Super bowl ad 4 5 million dollars Movies TV shows become ads a Every TV program has 15 30 products inserted every half hour Less common forms of Persuasion I Buzz Stealth marketing a word of mouth endorsements b 2 3 of all sales now directly influenced by word of mouth i Urban Outfitters T Shirts Key to Stealth or Buzz Marketing II Endorsements are disguised as personal spontaneous encounters with a products user III Relies on Opinion Leaders or Early Adopters New Persuasion Battleground I II Viral Marketing Product Band popularity is not driven by commercial advertising Marketers scrambling to utilize social media How We Process Persuasive Messages I II ROUTE 1 I But we approach persussive messages with our defenses up Two routes that we are persuaded by Persuasion that occurs when the audience is a Interested b Attentive c Intellectually involved II This route is especially likely if we know that the message is counter attitudinal goes against our current attitudes ROUTE 2 Peripheral route I II Conclusion I II III Persuasion that occurs when people are influenced by secondary cues like a Attractiveness b Sex status c Humor More likely designed when we are watching programs that designed to entertain us Persuasion is everywhere Looks to inspire change Not inherently negative it can be