Comstrat 312 1nd Edition Lecture 13 Outline of Last Lecture1. Libel and slander requirements2. Privacy 3. Copyright act of 19764. Trademarks/service marksOutline of Current Lecture 1. Basic model of communication2. Source research generalities Current Lecture1. Basic model of communicationa. Source- message –channel- receiverb. Variantsi. Noiseii. Feedbackiii. Encoding/decoding 2. Source research generalities (effect based)a. Source (audience perceptions are key)i. Credibility1. Trustworthiness2. Expertise ii. High credibility sources can be more persuasive than low credibility sources (not always)1. Effects decay over time iii. Irrelevant source characteristics can influence message acceptance 1. Attractiveness, liking iv. Increase source effectiveness by establishing common ground with the audience1. Source-audience similarity 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.b. Messagei. Simple messages tend to be most persuasiveii. Use a one-sided message if the audience agrees or is friendlyiii. Uses a two-sided message if the audience disagrees and/or will hear the other side of the argument iv. Emotional vs. logical messages (either can be effective if adaptive)1. Emotional messagesa. Drive arousing2. Logical messagesa. Cognition arousing v. Fear appeals are difficult to use effectively1. Its critical to know your audience2. Consider age effects, level of fear, physical fear vs. social fear etc.vi. Negative information can be more memorable and persuasive than positive information 1. Plays a bigger role in decision making vii. Resistance to persuasion1. Cues of manipulation intent in messages increase resistance to persuasion2. Group identification reduces the effectiveness of anti-group message a. The more strongly you identify with one group the more difficult it will be to change viii. Frequency vs. reach (rule of thumb)1. Increase awarenessa. Emphasize reach2. Move onto agendaa. Emphasize frequency3. Maintain opinion a. Emphasize frequency c. Channeli. Broadcast1. TV most persuasive mass mediuma. Especially with simple messages2. TV watched 7+ hours daily is a primary information source3. TV intrusive, emotional; can increase audience attentiveness to
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