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UI JMC 1100 - Persuasion
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JMC 1100 1st Edition Lecture 12Current LectureMedia Uses and EffectsPersuasionMedia TodayI. Snapchat Crushes TVa. Walking Dead finale – 15 millionb. Sunday night football – 21 millionc. Snowpocalypse story- 25 million viewersII. Death of Facebook?a. High use makes you sadi. Comparing yourself to othersLast time…I. Targeting influence media coverage and showsII. Big data drives everythinga. Demographics/ psychographic information found every time you clickIII. Programs made for youa. Higher ratings= higher cost of advertisingToday= PersuasionI. Persuasion= the act of using rational and/or emotional arguments to convince others to change their attitudes, beliefs, and behaviorsa. 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 issue2. Belief- A description of what an individual assumes to be true or falsea. Sometimes confused with facts3. Behavior- how a person acts in response to a particular situation or stimulusa. KEY: Most important goal3 Behavioral responses to persuasionA. Response shapinga. Persuader attempts to shape the response of an audience by teaching individuals how tobehavei. Persuader is the teacher, the audience is a studentB. Response Reinforcinga. Currently- held convictions are strengthened to be more resistant to changeThese 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 behaviorsC. Response Changea. Create new behaviors to replace old onesb. This is the most difficult kind of persuasion because we are reluctant to changeImpact of PersuasionII. More than $260 billion/year spent of advertising in the USIII. Average person is exposed toa. 300-400 persuasive messages/dayb. watches 1,000 commercials per weekCommon forms of PersuasionI. DebateII. Expert opinionIII. Newspaper EditorialsIV. Direct AdvertisementsAds Know Persuasion WorksI. Super bowl ad = 4.5 million dollarsII. Movies/TV shows become adsa. Every TV program has 15-30 products inserted every half hourLess common forms of PersuasionI. “Buzz”/ Stealth marketinga. word-of-mouth endorsementsb. 2/3 of all sales now directly influenced by word-of-mouthi. Urban Outfitters T-ShirtsKey to Stealth or “Buzz” MarketingII. Endorsements are disguised as personal spontaneous encounters with a products userIII. Relies on “Opinion Leaders” or Early AdoptersNew Persuasion BattlegroundI. Viral Marketing- Product/Band popularity is not driven by commercial advertisingII. Marketers scrambling to utilize social mediaHow We Process Persuasive MessagesI. But we approach persussive messages with our defenses upII. Two routes that we are persuaded byROUTE 1I. Persuasion that occurs when the audience isa. Interestedb. Attentivec. Intellectually involvedII. This route is especially likely if we know that the message is counter-attitudinal (goes against ourcurrent attitudes)ROUTE 2: Peripheral routeI. Persuasion that occurs when people are influenced by secondary cues likea. Attractivenessb. Sex/statusc. HumorII. More likely designed when we are watching programs that designed to entertain usConclusionI. Persuasion is everywhereII. Looks to inspire changeIII. Not inherently negative (it can


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