PERSUASIVE SPEAKING CHAPTER 16. IMPORTANCE OF PERSUASION “The process of creating, reinforcing, or...
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Transcript of PERSUASIVE SPEAKING CHAPTER 16. IMPORTANCE OF PERSUASION “The process of creating, reinforcing, or...
P E R S U A S I V E S P E A K I N G
CHAPTER 16
IMPORTANCE OF PERSUASION
• “The process of creating, reinforcing, or changing people’s beliefs or actions.”
• We are exposed to MANY messages
• Need skills of informative speaking + others
ETHICS & PERSUASION
• “Shading truth?”
• Trust & credibility
• More than just informing• Neutrality?
PSYCHOLOGY OF PERSUASION
• Two or more points of view exist – necessary for persuasion
• Likely touching on sensitive matters
CHALLENGE OF PERSUASIVE SPEAKING
• Resistance to controversial matters
• Be realistic in what you can accomplish• Different audience types
• Measures of success?
HOW LISTENERS PROCESS PERSUASIVE MESSAGES
• Persuasion: with an audience, not to an audience
• Mental give-and-take• Intense when audience members are invested
TARGET AUDIENCES
• Some hostile, some indifferent, some in favor…
• Tailor your messages to your target audience
ELABORATION LIKELIHOOD MODEL (ELM)
• How high or low levels of elaboration shape the persuasiveness of messages• Central processing• Peripheral processing
ADVICE
• Be realistic with what you can accomplish
• Assess audience – on the fence or completely against you?
• Think of persuasion as a“mental dialogue”
• Consider target audience
STATEMENTS OF VALUE
• Demand value judgments – judgments based on a person’s beliefs about what is right or wrong, good or bad, moral or immoral, proper or improper, fair or unfair
• Beware – “I enjoy bicycle riding”
QUESTIONS OF POLICY
• Inevitably include questions of fact
• Emphasis on action (“You should…”)
• Passive agreement vs. immediate action