COMM 318 1st Edition Lecture 14Outline of Last Lecture I. The Sleeper EffectOutline of Current Lecture II. Message and Receiver Factors MLACurrent LectureMLA MESSAGE AND RECIEVER FACTORSI. Tolumin’s Model of ArgumentA. key components:1. data: anything offered by the message source in support of the claim2. warrant: connects data with the claim;belief or value that explains the step from the data to the claim; the glue 3. claim: conclusion that the message source wants the audience to accept4. data—-warrant—-claimII. Message SidednessA. one-sided messages1. contain only supporting argumentsB. two-sided messages1. non-refutational:address supporting arguments while acknowledging (but not refuting) opposing view point2. refutational: not only recognize but refute opposing viewpoints III. Prospect TheoryA. a disease outbreak affects 600 people1. two options for responding:• program A: 200 of 600 people will be saved• program B: 33% chance that all 600 people will be saved, and 66% chance that nobody will be saved • program C: 4000 will die 200 will live• program D: 33% chance no one will die 66% chance that all 600 people will die 2. decision errorB. message framing1. gains include achieving a positive outcome or avoiding an undesirable outcome2. losses include incurring a negative outcome or not achieving a desirable outcome 3. message framing involves characterizing a risk in terms of gains or losses4. messages can be framed positively in terms of gains or negatively in terms of losses 5. also called “gain-loss” theory6. make predictions about responses to risk 7. central tenant: individuals are risk-seeking in the domain of losses, but risk-averse in the domain of gains8. prospect theory can be apples to message framing 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.***people seek risk when they are down***C. message framing applied1. two key prescriptions• when a behavior involves risk or uncertainty, people will be more likely to take the risk when information is negatively framed• framed in terms of losses or cost• when a behavior does not involve risk or uncertainty, messages should be positively frames• framed in termed of gains 2. negative framing• loss-framed message• emphasize attaining an undesirable outcome or not attaining a desirable outcome-both costly3. positive framing• gain-framed message• emphasize attaining a desirable outcome or avoiding an undesirable outcome-both
View Full Document
Unlocking...