Class Notes6/3Persuasive Speaking- You have to change someone’s mind on something- Have to be more prepared- Have to think about other people’s beliefs and attitudes- Attitudes are evaluations of people, ideas, objects, or events. It’s how we evaluate things- Beliefs are the way we perceive reality, based on our attitudes about what’s good and bad. Harder to change someone’s belief- Values are what you think is right and wrong. Shape who we are, and learn from our family, friends. Very hard to change a value. Beliefs shape values. Shapes daily decisions we make- Argument is a good thing, can solve problems, get out a new point of keyo Key is to use supporting evidence ex statistical evidence, personal testimony Monroe’s Motivated Sequence- Attentiono Stories, narratives, quotes, etc. creatively pull someone’s attention - Needo Tell us what the problem is o Make a clear statement of what the need is o Give illustration of what the problem is. Can also use ramification (supporting material) to clarifyo Pointing- tell audience importance of issue - Satisfactiono What is the solution you are proposing?o Need another statement which explains the solution o Link solution to need, can use practical experience o Meet objection- Visualizationo Picture solutiono 3 methods:  Positive: take on suggestion here’s how things will change for the better  Negative: describing adverse conditions if solution is not upheld  Contrast: compare positive and negative sides- Actiono Tell us what to doo Can be an action, or just a new way of thinking about somethingNew LectureEthical Persuasion - Goal is to reach desired end through HONEST means, not ANY means Aristotle: founder of persuasion - Called persuasion as rhetoric- Defined as faculty of observing in a given case the available means of persuasion- Looking at a topic and knowing how to persuade based on evidence, based on appeals- Defined three appeals: ethos, logos, pathos - Logos: appeal to logic, to critical thinking - Ethos: appeal to credibility as a speaker. Appeal to the fact that you know the topic matter - Pathos: emotional appeal- Define persuasion as symbolic, noncorrosive influence (not forced)- “enlightenment” oppurtunity to view a different perspective, opens us up to other ideasHobbermas: Theory of communicative action- German philosopher and critical theorist- If our sense of community sharing of communication can we get back to real communication, really understanding ideas? How do we become consumers and producers of ideas? - Strategic communication: focused on getting what we want- Hobbermans says if we have focus on strategic communication and all we want is focusing on the goal we are forgetting the means- how were getting there - Arguing AGAINST strategic communication- Arguing for communication action- arguing to create an understanding, not just to win - Enlightenment is the goal. Getting the idea out there and share information with one another- Think of it as “the force”- Persuasion is the dark side of the force. There is no right or wrong way of getting what we want with the dark side, well take any action we need to win - Want to get away of thisEllaboration Likelyhood Model (ELM)- Model that talks about how we process information- 2 routes: central or peripheral - Central:- Based on facts and figures, evaluations - Peripheral: feelings, fears, outside things - Process thing different depending on motivation and experience- We subconsciously pick a route each time were presented with information- If get audience to care about our topic, most likely they’re going to go through the central route. Going to take time to critically evauate what they’re saying, look at the facts and figures- Message has to have substance. Central route is more preferred- Peripheral route we don’t process things as deeply, low receiver involvement, people are not motivated to listen, just letting the cues drive them 6/10Want persuasive to be symbolic, noncorrosive. Give listener all the info they need to make gooddecisions •can make a check list: context, agent, receiver Context•what’s surrounding the info that’s being exchanged?1. Should be equal opportunity to persuade. All sides need to be heard to get their point ofview out there. you as speaker has to get every point out there, can address the opposite side2. complete revelation of agendas so you can see what the intentions are behind the message3. Critical receivers. Important because we want people engaged in the context that will becritical listeners. They will take in the message and think about it and compare it to what they think about. they question the message what we want to happen Agent•speaker, person giving the message1. Takes communication seriously. Feel like they are responsible for their communication, can’t take back what you said. 2. Fosters informed choice- you give the audience both sides. As speaker you tell us all sides of argument. 3. Appeals to the best in people instead of the worst. Don’t take advantage of audience’s fears or bias. Take advantage of opportunity to enlighten someone. bad ex politicians use the fear factor during electionsReceiver1. Aware of attempts to influence. Through this we are alert and critical and judge messagemore critically. ex when friend is talking to you, you think "what do they want from me"2. informed about important topics, staying up to date especially if they’re important to your life3. Know your own biases. Know what hurtles you need to cross to be convinced of something. keeps u from completely not listening to a message4. Be aware of methods of persuasionCredibility and Integrity•Argument: articulating a position with support of evidence and reason. this is good•Aggressiveness: winning by inflicting psychological pain by attacking the other person or their self concept instead of the tissue. this is bad, lose track of the argument itself•our goal should be communicating ethically vs communicating simply to winEnlightened Self Interest•Recognizing that we want to get our way, but so does the other person. Going to keep u morefocused on the goals of the argument. •ex Harvard negotiation project lead to book getting to yes: looking into how ppl negotiate successfully. •ex 2 sisters arguing over an orange its the last one, their mother comes in and tries to figure out what’s going on. one needs juice and one needs zest of orange, so have 2 different