Persuasion Theory and Research: Historical and Modern Contexts, Exams of Communication

Download Persuasion Theory and Research: Historical and Modern Contexts and more Exams Communication in PDF only on Docsity! 1 Theories of Persuasion Fall, 2019 Dr. Woodward The purpose of the course is to explore persuasion theory and research in its historical and modern contexts. Our focus on persuasion models allow us to predict what may be going on “inside” members of a targeted audience. By the end of this course you should (1) have a greater awareness of persuasion processes, (2) have a vocabulary in place to assess and critique messages, and (3) be able to demonstrate skill in designing messages and understanding their possible limitations. Class attendance is important. Regular attendance is a predictor of a Peitho higher final course grade. Note that the readings add important breadth to your knowledge of persuasion. All concepts covered in the course are in the readings. But some may not be the subject of in-class discussions. Stay current with assigned text chapters and the additional readings. Syllabus ______________________________________________________________________ Meeting Class Topics Readings Aug 27 Overview of the Course: Project, Readings, Exams WD 1 and 2 30 Cases and definitions Persuasion as a subject of study Strategic and Peer to Peer Models Dominance of Minimal Effects & boomerangs Hollywood conceptions of persuasion: "brainwashing," conversion and "subliminal" messages How interest in persuasion developed Sept 6 Persuasion, and Language WD 3 Potency of language forms ARTICLE: Knowles and Linn Expressive and Instrumental language “Importance of Resistance” Linguistic determinism: Sapir/Whorf Web: What could possibly go wrong? 10 Audiences, Attitudes and Behaviors WD 7 and ARTICLE: Assessing audience norms Cialdini, et al, “Managing Social Norms Demographics and targeting for Persuasive Impact” Social learning and the process of persuasion Groupthink, shills and laugh tracks Web: Grace Under Pressure Primary, Secondary and Unintended audiences 13 The Process of Identification Audience models ARTICLE: Woodward, Idea of Identification by similarity and ideology Identification: Misidentification Mirroring, the idea of misidentification Identification and film Case Study: Bill Clinton at the Vietnam Veterans Memorial 17 Overview of Health Campaign Assignment ARTICLE: Atkin, “Promising strategies” Inoculation, fear-drive, two step flow, rates of change, and common pitfalls 20 Major Social-Psychological Models of Persuasion WD 6 24 Dissonance and Induced Discrepant Behavior Theory Web: Character and 2 Inoculation theory the Confidence to Not Know Social judgment theory Attribution Theory Modeling Theory Elaboration likelihood theory Motivated Sequence Theory of Motivated Reasoning The Mistake of the Logic/Emotion Distinction 27 Applications of the Models: anti-drug and anti-tobacco campaigns Oct 1 Review of Theories and Models: first part of course 4 Exam 8 Credibility and Authority WD 5 Three meanings of credibility Web: Questioning Questionable Sources Measuring source credibility: problems and research Sleeper effect Persuasion strategies in high and low credibility settings The Authoritarian Personality Credibility and the placebo effect 11 Personality, Persuadability and Advocacy Profiling Effective Persuaders on key variables: Other direction, high self-monitoring, Dialogical responsiveness Project Parts I and II due. Include project title, Parts 1 and 2, and Bibliography (with sources identified in the paper) Maximum of 5 pages including bibliography 15 Persuasion Campaigns in the Mass Media WD 8 pp. 163-170 Features of Media-Based Campaigns Ad and issue campaigns: strategies, problems, examples Social Marketing Campaigns Assessing advertising: needs, positioning, targeting 18 Message Design and Message Variables WD 9 Web: Knowing by Seeing 22 Strategic considerations for discursive and non-discursive messages Voicing written messages/fonts/pull quotes Visual images/visual persuasion Ignoring and considering opposition arguments Message order effects, risks of dilution 25 In class feedback session for print ad (Bring hard copies of drafts to class for feedback from the group) 29 Interpersonal Persuasion Models WD 8, pp. 158-163 Advantages of direct advocacy over mediated messages Web: Are We Losing Our Children to Nature of interpersonal power and control Conversational Silence? Drug advertising and reverse two-step flow Nov 1 Overview of Project Message Analysis (Part 4) 5 dancers, etc. Avoid carrying a credit card balance Excessive exposure to high db sound** Warnings on college binge drinking** Helping a friend with alcohol or drug dependence Don’t buy war toys Joining Teach for America Risks of hormones in U.S. milk/meat** Contribute to public higher education Mental health services for men** Fewer clothes, better clothes Caution against stereotyping toys for kids Vaccinate your children** Become a tutor Avoid opioids Advantages of meditation Avoiding Meat-based diets** Childhood obesity** Advocacy of seatbelt use** Avoiding aggressive driving Cell phone or texting use while driving** Levels of use of television, games, or other sedentary activities** Avoiding unprotected sex Protecting against STDs/HIV** Don’t buy bottled water Walking/biking as lifestyle alternative Caution on cell phone addiction Overuse of Ritalin and Adderall for ADHD** High fat or high sodium diets Excessive screen time** Sedentary lifestyle Signing up teens for organ donation Reject store plastic bags Exercise at 10,000 steps a day Working your values: one or two careers you should consider Opting children in to early preschool Risks of diet pills or stimulants Risks of elective cosmetic surgery** Parents reading to children Leaving an abusive relationship** Motorcycle helmet use in Pa. and other states where not required** Don’t buy leather or fur Don’t smoke around your children** Before meds, try talk therapies first Control excessive gambling “Over scheduled” children** Advantages of home schooling Support live music Opt out of Facebook** Helmets for families in “Tornado alley” Getting high-school students to stay in school** States or countries to boycott because of Parents should follow AAP advice regressive social policies** of allowing teens access to the Make a Living Will “morning after” pill** Advocating HPV immunization for adolescents** Avoiding foods with antibiotics Help protect local mosques Have an advocate with you when hospitalized Buy only sustainable fish All are the “default” areas for the project. The greater the persuasion challenge, the better. The best topics (**) are those that require a significant change in attitude or behavior in the target audience. Class Presentation of a Persuasion Ideas and Concepts Prepare an informal presentation on one course concept/idea, starting with the text’s or reading’s description. Use examples: from the text, but also add your own. Invite questions. Make the presentation no more than 10 mins. Limit PowerPoints to key words on one slide. (A reminder: there’s a difference between ‘showing’ and ‘explaining.’ Work for complete and clear explanations.) The instructor or class may add comments or questions during the presentation. Two can sign up on topics with two spaces. No make- ups. If dates change, they will be announced in class. (C=available on Canvas) Topics are listed in the sequence, but dates can shift. 6 China as a partly ‘closed society’_______________ __________________ (Chapter 2) 2/1 Lynn and Knowles Four Forms of Resistance (2)___________ ______________2/5 C Polysemy/”All communication is translation”____________________________(Chap. 3) 2/5 Fronting_____________________________________________ (Chapter 7) 2/8 Digital contagion & Digital Peer to Peer persuasion (add some additional examples)_________ _________(Ch 7) Primary, Secondary And Unintended Audiences (Chapter 7) __________________________ ________________________________2/8 Cialdini Research; Injunctive And Descriptive Norms C _____________________________ __________________________________2/8 or 12 Theory Motivated Reasoning__________________________________(Chap. 6) 2/22 Motivated Sequence___________________________________(Chapter 6) 2/22 Truth Campaign________________ __________________2/26 (Research online) Three Meanings Of Credibility ____________________ ________________(Ch. 5) 3/12 Knowing by Seeing _____________________________3/29 C Visual Monuments to Loss__________________________ Are We Losing Our Children to Conversational Silence? 4/9 C _________________________ ________________________ Tannen’s Feminine and Masculine Communication Styles__________ ___________ The Oppositional Turn___________________________________4/16 C