Understanding Persuasion: Communication-Persuasion and Social Impact, Study notes of Introduction to Sociology

Download Understanding Persuasion: Communication-Persuasion and Social Impact and more Study notes Introduction to Sociology in PDF only on Docsity! Persuasion and Social Impact Jennifer Humphrey 00097399 10-22-04 Introduction: The power of persuasion is everywhere. From politics to advertisements to daily interaction, people are constantly persuaded to think a certain way, buy a certain product, or behave in a certain manner. Whether openly aggressive or latent, certain aspects affect the degree of success of persuasion within an individual or group. Both the Communication-Persuasion Paradigm, as well as Social Impact Theory, serve to illustrate and predict the success or failure of the ideas being persuaded. Sociological Concepts: Generally, persuasion is the idea of a subsequent change in attitudes or beliefs due to the reception of a particular message (Wolensky 2004d.) In relationship to the Communication- Persuasion Paradigm, persuasion results from the desire to obtain those accurate attitudes and beliefs. In order to do so, it is important to consider four main aspects of determining the legitimization of that accuracy: the expertise and trustworthiness of the persuader, the physical appearance of the source, as well as others’ responses to the message of the persuader. Generally, expertise is considered to any previous experience in the relevant field or area of persuasion. Trustworthiness plays a large role in the idea that those held as honest and trusted sources will be more influential to the target. Likewise, physical appearance and professionalism work to produce an image of credibility. Lastly, considering others’ responses to the sources message is important in conveying the desire for conformity and abiding by group norms (Wolensky 2004b.) In addition, two more factors help to illustrate the Communication-Persuasion Paradigm; those being the central persuasion route and the peripheral persuasion route. The central persuasion route is based on the idea that the arguments of persuasion are completely focused on the relevant issues of the argument. Oppositely, arguments that do not further elaborate on the sources message, 2 previously, we had to all work in the same room together for like four hours. I did not leave and they couldn’t, therefore the physical space between us did not allow for my co-workers to forget or ignore the request. However, the number of targets was five, somewhat diffusing the responsibility between them, rather than putting it on one. The smaller the number of targets, the greater the chance for persuasion, as they feel more pressure to comply. Further Direction: Eventually my persuasive efforts were successful. I gave my co-workers several positive reasons on why they should give me the day off of work. Fortunately, I think my peripheral persuasion route worked to my advantage; I had always been responsible in the past, I could be rewarded for one day. However, if I were to change my persuasive efforts to improve for the future, I think that I would use a “divide and conquer” approach. I think that no one gave me permission at first (i.e. was persuaded) due to the number of targets. I think that everyone else assumed that someone else would respond. Likewise, I am the youngest employee in our department, a fact that I cannot change, and therefore think that my low status as a part-time student worker played a role in my persuasive efforts. Conclusion: Many factors affect how one will be persuaded, including the idea being persuaded, the person intent on persuading another, and the person being persuaded. Both the Communication- Persuasion Paradigm and Social Impact Theory aid in understanding the characteristics of the process of persuasion. On a daily basis, interaction with other people is comprised of instances of persuasion of which some may be subtle influences, yet others may be overt arguments. It is in responding to these persuasions that our beliefs and attitudes are changed or formed. 5 References: o Sedikides, Constantine, and Jeffrey M. Jackson. 1990. “Social Impact Theory: A Field Test of Source Strength, Source Immediacy, and Number of Targets.” Basic and Applied Social Psychology, 273-281. o Wolensky, Nicole. 2004a. “Communication-Persuasion Paradigm : Consider the Message.”Social Psychology Lecture (034:020). o Wolensky, Nicole. 2004b. “Communication-Persuasion Paradigm : Consider the Source.”Social Psychology Lecture (034:020). o Wolensky, Nicole. 2004c. “Communication-Persuasion Paradigm : Consider the Target.”Social Psychology Lecture (034:020). o Wolensky, Nicole. 2004d. “Conformity, Influence, and Persuasion: Definitions.” Social Psychology Lecture (034:020). 6