Download Communication and Persuasion: Understanding Dimensions, Techniques, and Biases - Prof. Kev and more Study notes Communication in PDF only on Docsity! Affective Dimension: What an individual feels in regard to a topic. Behavioral Dimension: What an individual intends to do in regard to a topic. Internalization: When audience members incorporate message content into their belief systems. Identification: When audience members accept a message because they identify strongly with the source. Based on the presence of a perceived relationship. Core Beliefs: Fundamental beliefs held for a long period of time. Peripheral Beliefs: Relatively inconsequential and less resistant beliefs about who is or is not an authority. Attitudes: Opinions that link an individual to a topic. Cognitive Dimension: What an individual knows about a certain topic. Authoritative Argument: Depends entirely on the authority of a source. Motivational Argument: Uses a highly emotional appeal or urges audience members to accept a claim because doing so will satisfy a personal desire or need. Physiological needs: The need for food, water, air, warmth, and so on. Safety needs: The need to be safe from external harm. Love needs: The need for love, belongingness, and self-esteem. Self-actualization needs: The need to reach our full potential. Substantive Argument: Connects data and claim through logic and reasoning. Slippery Slope: The speaker predicts that taking a given line of action will inevitably lead to undesirable effects. Straw Man: The speaker characterizes an opponent’s view in simplistic terms and then easily demolishes it. Ad Hominem: The speaker attacks someone’s character in areas not necessarily relevant to the issue. False Dilemma: The speaker sets up an either-or-situation, ignoring the other possibilities. Non Sequitur: The speaker uses connectives such as therefore, so, or hence making two unrelated ideas seem logical. Glittering Generality: The speaker associates self or issue with a vague virtue word. Transfer: The speaker links own ideas with popular people or issues and links opponent’s idea with unpopular people or issues. Plain Folks: The speaker attributes an idea to a member of the audience’s own group rather than to self. Ad Populum: The speaker appeals to popular prejudices. Relies more on fear and ethnic prejudice than on realistic threat. Central Route to Persuasion: Involves being persuaded by the arguments or the content of the message. Peripheral Route to Persuasion: Involves being persuaded in a manner that is not based on the arguments or the message content. Media Gatekeepers: Those who select the issues they feel are most worthy of coverage and give these issues wide attention. Mass Communication: Addresses a large group that is physically separated from each other. Public Communication: Addresses the people in a group that are in one location. Cultural Transmission: The way a group of people within a society or culture tends to learn and pass on new information. Narcotize: To overwhelm and paralyze an audience. Why Use Visual Aids: Increase audience attention, comprehension, and retention. Audience Adaptation: When a speaker takes into account the beliefs and life experiences of audience members and uses that information in constructing the speech’s central idea, structure, supporting materials, and style. Impromptu Speaking: When speaker is suddenly confronted with a rhetorical situation and is able, on the spur of the moment, to organize a message. Extemporaneous Speaking: Carefully preplanned but non-memorized delivery.
