Persuasive Unit and Special Occasion Unit Test Study Guide II Week 7 Video Audience and Listening Ethnocentrism is the belief that our cultural norms and perspectives are superior to others We should avoid this Pandering abandoning our own convictions to cater to the whims of the audience Multitasking is a myth Remember 50 of what we hear Listening is the process of giving thoughtful attention to another person s word and understanding what you hear Components of Listening Hearing Attending Understanding Remembering Functions of listening information reception empathy criticism and discrimination and other affirmation Types of Listening Discriminative Comprehensive Appreciative Empathetic Critical in Bb Barriers to Listening hearing problems amount of input personal concerns rapid though and noise Week 8 Chapter 24 188 217 Video Persuasion and Monroe s Motivated Sequence The goal of a persuasive speech is to influence the attitudes beliefs values and acts of others Balance Reason and Emotion Persuasive speeches are built upon arguments states positions with support for or against an idea or issue Appealing to reason and logic or to what Aristotle termed logos is important in gaining agreement for your position To truly persuade listeners to care about your argument however you must also appeal to their emotions to what Aristotle termed pathos Stress Your Credibility Ethos or moral character Target Listener Needs According to psychologist Abraham Maslow s classic hierarchy of needs each of us has a set of basic needs ranging from essential life sustaining ones to less critical self improvement ones Encourage Mental Engagement When they are motivated and able to think critically about a message they engage in central processing That is these listeners seriously consider what your message means to them and are the ones who are most likely to act on it When listeners lack the motivation to judge the argument based on its merits they engage in peripheral processing of information they pay little attention and respond to the message as being irrelevant too complex to follow or just plain unimportant The claim also called a proposition states the speaker s conclusion based on evidence Construct Sound Arguments The evidence substantiates the claim Reasoning links claims to evidence A line of reasoning is called a warrant A warrant explains reasons why the evidence proves the claim Claims of fact focus on whether something is or is not true or whether something will or will not happen Claims of value address issues of judgment by attempting to show that something is right or wrong good or bad worthy or unworthy Claims of policy recommend that a specific course of action be taken or approved Such claims often use the word should and often involve claims of fact and value as well Use Effective Reasoning Reasoning is the process of drawing conclusions from evidence Arguments can also follow lines of causal reasoning in which the speaker argues that one event circumstance or idea the cause is the reason effect for another Avoid Fallacies in Reasoning A logical fallacy is either a false or erroneous statement or an invalid or deceptive line of reasoning Problem Solution Pattern Three point problem cause solution pattern Monroe s Motivated Sequence The motivated sequence developed in the mid 1930s by Alan Monroe is a five step process that begins with arousing listeners attention and ends with calling for action Step 1 Attention Step 2 Need Step 3 Satisfaction Step 4 Visualization Step 5 Action Refutation Pattern Comparative Advantage Pattern Consider the comparative advantage pattern the speech points are organized to show how your viewpoint or proposal is superior to one or more alternatives Consider the refutation organizational pattern in which each main point addresses and then refutes an opposing claim to your position Week 9 Video Ethical Persuasion The goal is to reach the desired ends through an honest means Persuasion symbolic noncoercive influence Jergan Habmas theory of Communicative Action Communicative Action arguing to create understanding not just to win Elaboration Likelihood Model ELM Richard Petty and John Cacioppo Central Processing mean we give thoughtful consideration to the ideas and content in the message Central Route straight forward and complete messages high level of receiver involvement receiver actually cares the message must have substance I Context 1 Equal Opportunity to Persuade 2 Complete Revaluation of Agendas 3 Critical Receivers II Agent 1 Takes Communication Seriously 2 Fosters Informed Choice 3 Appeals to the Best People III The Receiver 1 Aware of Attempts to Influence 2 Informed about Important Topics 3 Know Their Own Biases 4 Aware of Methods of Persuasion Video Ethics and Credibility Aggressiveness winning by inflicting psychological pain by attacking the other person or their self concept instead of the issue Motives to Lying to save face to avoid tension or conflict to guide social interaction to affect interpersonal relationships to achieve personal power Week 10 Spring Break Week 11 Enlightened Self Interest Harvard Negotiation Project Pistos Proofs Appeals Three Forms of Appeals 2 Ethos Initial Derived Terminal 1 Logos 3 Pathos Cornerstones of Ethical Fitness 1 Credibility Competence Character 2 Integrity Wholeness Soundness 3 Civility respect Gap In Integrity the difference between the person you are and the person you think you are Week 12 Video Appeals Appeals Ethos Speakers character Logos reason and facts logic being rational Pathos needs and wants of the audience Emotion Love and fear Aristotle tells us that three things inspire confidence in the rhetor s own character good sense good moral character and goodwill Ethos Maslow s Hierarchy of Needs self actualization self esteem love and belonging safety and security and physiological needs Pathos Aristotle wanted only the logos appeals to be used in speech but knew it wasn t realistic Examples Live Strong Nike Commercial Volvo Commercial Dying Animals Commercial Syllogism Major Premise Obvious Statement Minor Premise Extension of MP logic Conclusion Conclusion derived from Major and Minor Premise Example of syllogism all humans are mortal obvious Socrates is human minor therefore Socrates is mortal Quiz Established by Aristotle the enthymeme offers a major premise and a minor premise and withholds the conclusion allowing audience members to come to a the conclusion on their own Week 13 IN