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Course Introduction
COMM 14 Persuasion in the Social
Sphere
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WHO IS JASON WRENCH?
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1) Where is Jason’s home town?2) What kind of car does he drive?3) How old is he?
4) What political party does he belong?
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5) What is his favorite movie?
6) What were his previous jobs?7) What is his favorite soft drink?8) What is his preferred religious affiliation?
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COURSE GOALS
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1) Introduce theories of persuasion.2) Apply theory to the real world.3) Show how persuasive messages are created.4) Discuss how persuasion should be used ethically.
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PERSUASION IS A TOOL!!!
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WHY STUDY
PERSUASION?
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1) Pervasive Function
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You see over 3,000 Advertising messages per day.- Dr. Jean Kilbourne
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$200 Billion on Advertising
1) $250,000 to make a commercial
2) $250,000 to air a commercial
3) $1 Million to air a commercial during the Academy Awards
4) $1.5 Million to air a commercial during the Super bowl (Victoria’s Secret)
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2) Knowledge Function
1) Pervasive Function
3) Defensive Function
4) Debunking Function
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UNIT ONE
CommunicationFoundations
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Communication
Defined
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The process by which one or more persons stimulates meaning in the mind of another by means of verbal or nonverbal messages.
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The Communication Process: Parts of the Process
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B. Message
A. Source
C. Channel
D. Receiver
F. Encoding
E. Feedback
G. Decoding
H. Noise
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Source Message Channel Receiver
(Decoding)
Feedbac
k(Encoding)
NOISE
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Types of
Communication
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B. Expressive Communication
A. Accidental Communication
C. Rhetorical Communication
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Rhetorical Communication
The process of a source stimulating a source-selected meaning in the mind of a receiver by means of verbal and nonverbal messages.
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ImportantTerms
to Know
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Informing
Communicating to influence audience understanding, but not attitudes
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Thinking Question
Is it possible to have a truly informative message?
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Persuasion
The process by which a source consciously uses messages to change a receiver’s attitudes, beliefs, or values
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Influence
When we modify behavior without intent, using messages, or changing attitudes, beliefs, or values.
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Coercion
When we bring about change in attitudes or behavior in contexts in which the receiver has not choice but to comply
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Communication Goals: Receiver Responses
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Basic Goals For Receivers
2) Strengthen a stance
1) Understand/Forming
3) Change an attitude
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Understanding: gaining a belief
Belief: Our understanding of something. The extent to which we think something is true.
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Attitudes
A predisposition to behave in a particular way in response to something
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Belief is our cognitive understanding of something.
Attitude is our affective reaction or evaluation of something (positive, negative, or neutral evaluation of what we understand)
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3 Attitude Distinctions
1) Form an Attitude2) Strengthen an Attitude3) Change an Attitude