Hogeschool van Amsterdam Interactieve Media The role of persuasion (overtuiging) in effective use of...

Hogeschool van Amsterdam Interactieve Media

The role of persuasion (overtuiging) in effective use of media

Hoorcollege - Using Media blok 1 week 1


Agenda

Learning goals

About these hoorcolleges A simple model of human cognition (cognitie) Week 1 t/m 5 Week 6 t/m 8 The course structure

What is persuasion?

The goals of persuasion

A communication model of persuasion

Summary


Learning goals

By the end of this hoorcollege you should: Be able to define persuasion Understand the difference between persuasion, force,

manipulation (manipulatie), coercion (dwang) and propaganda

Know some of the ethical issues regarding persuasion Be aware of the goals of persuasion Be in a position to use the communications model of

persuasion to develop your own persuasive messages


About these hoorcolleges


Aims

These hoorcolleges aim to support you in your use of media by:1. Allowing you to see the goal of much what you will do

when using media

2. Helping you to understand how the human cognitive system works

3. Suggesting how you might use this knowledge to make your use of media more effective


A simple model of human cognition

The first 5 hoorcolleges will be based on this model


Week 1 t/m 5

Week 1

Week 3Gastcollege(tentative)

Week 4

Week 5

Week 2


Week 6 t/m 8

The remainder of the hoorcolleges will be gastcolleges

The aim is to give you some insight into how practicing professionals use media Please turn up to these!

These are being arranged currently


The course structure

Be aware that this course was developed before we knew who would be giving the work groups As a result the structure of the course may be different

from the weekly breakdown in the manual

However, the assignments and the goals of the course remain the same There will be no tentamen!


What is persuasion?


Why do we use media?

educate

persuade

tell the truth

question

to lie

support the status quo

change opinions

distract

change things

entertain

inform


A definition of persuasion

“Persuasion is the process of trying to “move” one or more people - by using credible [geloofwaardig] information, evidence [bewijsmateriaal], reasoning [het redeneren] and emotional appeals - to a new or changed belief, attitude, value, or behaviour.”(Rogers, W. (2007), Persuasion: Messages, Receivers and Contexts, Lanham, MD: Rowman & Littlefield Publishers, Inc, p. 5)

Persuasion is about trying to change behaviour


Persuasion and other ways of changing behaviour

Persuasion can be compared to other ways of changing behaviour: Force

I get you to change your behaviour by holding a gun to your head Manipulation

I get you to change your behaviour by threatening suicide Coercion

I get you to change your behaviour through blackmail (chantage)

The key to persuasion is that the receiver(s) feels that they have been treated with respect and have not been deceived Persuasion uses reasonable arguments that are proportional

(evenredig) and considerate of the receiver(s) and other stakeholders’ positions

Persuasion can use emotional appeals, but these should be proportional

Persuasion treats receivers as ends in themselves not as means to an end


Persuasion and propaganda

Persuasion can also be compared to propaganda

Propaganda is perhaps a form of persuasion, but it does not respect the receiver(s) or other stakeholders Both may be deceived or treated as a mean to an end

Typical tactics of propaganda include: Using negative stereotypes Spreading negative rumours unsupported with evidence Telling only part of the story Lying Spreading fear

Persuasion does not use such tactics


The ethics of persuasion

German philosopher Immanuel Kant suggested that to act ethically we should only do things that we could will to become a universal law of nature (Groundwork of the Metaphysic of Morals)

This suggests the English expression ‘do unto others as you would have done to yourself’

A rule of thumb might be then: if you, yourself, would not be happy to be persuaded in the way you are trying to persuade another, then you should not use such tactics To do so would be to risk using force, manipulation,

coercion or propaganda BTW there are other ways of thinking about this!


Persuasion and using media

It is my argument that as IAM professionals most of your work when using media will be to persuade your receiver(s)

The ultimate goal of this persuasion will be to get them to change their behaviour in some way

How then does persuasion work?


The goals of persuasion


What does persuasion aim at?

I have suggested that persuasion aims at getting the receiver(s) to change their behaviour (gedrag)

Behaviour is influenced by the combination of three things: Beliefs (geloven) Attitudes (houdingen) Values (waarden)

In order to change behaviour we need to understand these things


Beliefs, attitudes and values

Beliefs are views we have that certain things are true or that certain things exists We believe that and we believe in

I believe that water boils at 100o Celsius at sea-level, but I might believe in God

Attitudes are dispositions (regelingen) we have about things we encounter (they are a sort of vooroordeel) They are perhaps beliefs that help us act and judge in daily life I think it is wrong: to steal; okay to lend money to a friend; sad to

see someone homeless

Values are our judgements about what is important in life If you could only carry 3 items from a burning building, the 3 you

choose would be the ones you value the most We have instrumental values that may change in as our life

changes and terminal (eind) values that tend to last throughout our lives


Persuasion, beliefs, attitudes and values

Persuasion aims at changing behaviour: beliefs, attitudes and values shape our behaviour We need to understand how we can use this to help us achieve our goal

Beliefs are most open to change Belief that is the easiest to change, through proof, new facts, strong

arguments Although you could not get me to change my belief that the sun rises in the

east Belief in is harder to change, but religious conversion suggests that this is

possible

Attitudes are connected to our beliefs and so by changing beliefs we may be able to change attitudes (and perhaps andersom!)

Values are the most resistant to change, but by understanding what a person values we can change behaviour, by connecting the change to their values If you value money, I might suggest that doing a HBO will allow you to

earn more money in the future


Persuasion and changing behaviour

In order to change behaviour we must understand the receiver’s beliefs, attitudes and values

We use this to make a case that: Aims to change beliefs through logical arguments that use

facts, figures and reason Changing beliefs might help change attitudes, but we can

also use emotional arguments and alternative views to help change them too (interestingly changing attitudes can also help change beliefs)

We can use our understanding of a receiver’s values to connect the changed behaviour with something they value


Aristotle’s model of persuasion

Rational arguments to persuade• Facts• Figures• Logical proof• Alternative views

Emotional arguments to persuade• Aimed at encouraging a favourable

attitude in the receiver

Proof that the persuader is• Credible• Honest• Acting from good will• Competent

Enthymeme• Leaving come of the message

unsaid• Allowing the receiver to draw their

own conclusions using their values and knowledge of what is good

• Hinting, but not saying• E.g. “Amsterdam: city of

gezelligheid”


A communication model of persuasion


Summary

Persuasion is one of the main reasons you will use media in your role as IAM professionals

Persuasion aims at changing behaviour in an ethical way (unlike force, manipulation, coercion and propaganda)

This is achieved through argument that uses an understanding of the beliefs, attitudes and values of the receiver (the target group)

You can use Aristotle’s model of persuasion to help you construct your persuasive arguments

The communications model of persuasion can be used to ensure you understand how the receiver deals with your messages

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