ComSt 101 Exam 4 Study GuideChapter 9- Examples of a beliefo Opinions that individuals hold about the world and about their place in it. (“The world is round, I am a worthwhile person, Chocolate Ice cream is delicious”)o Peripheral beliefs are relatively inconsequential and easy to change. (one’sbelief about the merit of chocolate ice cream)o Core beliefs are basic long-term beliefs that cannot be changed without disrupting our entire belief structure. (Whether the world is round)- Examples of persuasive appeals that focus on the affective, cognitive, or behavioral dimensions of an attitudeo ISU example: Affective – feel satisfied or happy with school. Behavioral –attend ISU. Cognitive – land-grant school.- Components of attitude strengtho Accessibility, Ambivalence, Certainty, Importance,????, Elaboration.- The use of “identification” as a type of influenceo Based on the presence of a perceived relationship (either real or imaginary) between source and receiver. By agreeing with the source, I will be more like him or her.- The use of “internalization” as a type of influenceo Occurs when audience member incorporate message content into their belief systems.- The different types of arguments listed in the book (e.g., authoritative, motivational, etc.)o Authoritative – depends entirely on the authority of the source. Surgeon general example. You obey your parents when they “because I said so.”o Motivational – based on the emotional needs of the audience. Relies on the visceral response. Sometimes need-focused arguments (Maslow).o Substantive – connects data and claim through logic and reasoning.o Arguments from cause – whenever a speaker tries to establish why something happened.o Arguments from sign – seeks to predict one condition by pointing to another condition associated with it.o Arguments from generalization – seek to establish a general conclusion onthe basis of data taken from a small sample of cases.o Arguments from analogy – seek to establish that two situations, X and Y, are alike.- Maslow’s hierarchy of needs mentioned in the booko Physiological needs – the need for food, water, airo Safety needs – need to be safe from external harm.o Love and belongingness and self esteem needso Self actualization – the need to reach our full potential.o Curiosity need – the needs to explore and understand the environmento Aesthetic needs – the needs for beauty, harmony, and balance.- 4 functions of attitudes mentioned in classo Utilitarian function – maximize rewards and minimize punishments (“Parents approve when I wear seatbelt, thus wearing a seatbelt is good”)o Eg0-defensive function – protect self and ego from painful reality (“Smoking doesn’t cause cancer…so I will continue to smoke and enjoy it!”)o Value-expressive function – express our individuality. (“Helping others is important to me, thus I belong to a number of volunteer programs”)o Knowledge-expressive function – guidelines to simplify decision making; organize our beliefs. (“All diet soft-drinks taste the same” – helps make decisions quickly)- Fallacies mentioned in the book (e.g., slippery slope, straw man, etc),o Ad hominem – the speaker attacks someone’s character in areas not necessarily relevant to the issue.o Slippery Slope – The speaker predicts that taking a given line of action will inevitably lead to undesirable effects.o False Dilemma – The speaker sets up an either or situation, ignoring other possibilities.o Straw Man – the speaker characterizes an opponent’s view in simplistic terms and then easily demolishes it.o Non Sequitur – The speaker, using connectives such as therefore, so, or hence, makes two unrelated ideas seem logically connected.o Glittering Generality – The speaker associates self or issue with a vague virtue word.o Transfer – The speaker links own ideas with popular people or issues and links opponent’s ideas with unpopular people or issues.o Plain Folks – The speaker attributes an idea to a member of the audience’sown group rather than to self.o Bandwagon – the speaker makes it appear that anyone who does not agree will be left out or will fall behind.o Ad Populum – The speaker appeals to popular prejudices.Chapter 10- Reasons why one would use visual aids in a speecho Attention – receivers automatically attend to vivid images, especially if they are colorful or novel.o Comprehension – increases with visual aides making difficult concepts clear.o Retention – visual images are often highly memorable, so they can stick with us long after we have forgotten the actual words.o A well designed visual aid can make a speaker appear credible.- Purpose of audience adaptation audience adaptationo Make relevant and understandableo Build common ground before countering beliefso 1-sided argument work best with “friendly” audiences- Different types of speech deliverieso Impromptu speaking – occurs when the speaker is suddenly confronted with a rhetorical situation and is able, on the spur of the moment, to organize a message. Does not mean disorganized.o Extemporaneous speaking – carefully preplanned but nonmemorized delivery. The speaker has researched and outlined message but not the exact wording. Usually more immediate, most favored in beginning publicspeaking classes.o Manuscript speaking – involves very careful composition. The speaker reads from a printed page. This sounds easiest but is actually quite difficult.- Parts of an argumento ?????- Godwin’s Law mentioned in classo As an online discussion grows longer, the probability of a comparison involving Nazis or Hitler approaches 1o People continually reference and compare Hitler to those unlike him.Chapter 11- Tenets of cultivation theoryo Draws our attention to ways in which individuals comes to accept the televised world as an accurate reflection of the real world.- Examples of selective exposure, attention, and perceptiono Exposure – people’s tendency to avoid certain messages and to seek out others. Example: Musical tasteo Attention – when we choose to process a message. Examples: Advertisers use music, color, sound effects, and other devices.o Perception – the process of assigning meaning to messages in selective ways. Example: How two people explain a movie will be different- Purpose of media gatekeeperso Select the issues they feel are most worthy of coverage and give those issues wide attention.-