Persuasion Chapter 1: Notes – Flashcards
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Human Communication
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-intentionality (is it necessarily intentional) -symbolically (is it limited to symbolic action) -participation (requires 2 or more ppl?)
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Features of Human Communication
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-Symbolic, consummatory, instrumental, dynamic, contextual, verbal/non-verbal
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Symbolic
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-requires a symbol system to represent experiences and thoughts; generation of meaning.
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Consummatory
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-created and received within context categories (information, persuasion, celebration) that stimulate mutual interaction.
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Instrumental
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-expression is purposeful
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Communication and Intention: Burgoon and Ruffner, 1978
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-Receiver recognizes senders intent and communication occurs -sends message that isn't received and communication is attempted -sender does not attempt to send message that a receiver decodes and communication is attributed
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"pure persuasion"
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-intent is clear ex. sales pitch, debate, TV commercial, forms nearly all researchers, practitioners would agree upon
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Borderline Persuasion
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-cases where "social influence" may occur -ex. person's appearance, speed bump -types and forms of communication where there is les agreement among scholars.
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Limiting Criteria for Defining Persuasion
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-Intentionality'Purposefulness -Effects -Free Choice -Symbolic Action -Intra vs. Inter-personal
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Intentionality/Purposefulness
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-Issues: instrumental persuasion vs. accidental influence -Persuasion that is conscious/purposeful/planned -Persuasive influence that is unintended (sender not aware) -ex. social modeling research--> Bandura; parents instilling beliefs/values in their children--> "modeling" may not be intended.
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Unintended Receiver Effect
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-unplanned exposure to persuasive message -Kirkland, Greenberg, ; Psyzcynski, 1987 -ex. Advert Campaign targeted @ one group but back lash from other consumers
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Intra-Audience Effects
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-Receivers persuade each other
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Interpersonal Communication
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-Whose intent matters more? -Standard of intention puts the emphasis on the sender (sender---> receiver) -Does gender matter?????
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Resolving the issues with Intentionality?
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-using term persuasion to refer to intentional efforts -using the term influence as an umbrella term encompassing all forms of unintended messages
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Effects
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-Linear review of persuasion and communication -receiver oriented -restricted to situations where receivers CHANGE
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Outcome Based Criteron
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-persuasion as a noticeable, measurable result
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Effects of Criterion
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-Issues: is success necessary? -must a persuasive attempt necessarily get a result? -ex. selling w/o closing the deal; mormon missionaries-waste of time -Measuring Success? - short vs. long term influence -Is persuasion a definite outcome to a sequence of events or a process?
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Free Choice
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-Awareness of choice -Ability to choose
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Symbolic Action
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-must be a language centered- manipulation of language symbols
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Issues with Symbolic Action
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-What about nonverbal behavior? -visual stimuli? -ex. Someone flips you off while driving -Isn't all human behavior persuasive? -"persuasive potential"
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Intra vs. Inter-Personal
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-issue of "self persuasion"
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Persuasion Definition
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-circumscribed dynamic process -"Persuasion is a central feature of every sphere of human communication.." -"a fundamental human impulse" -"Persuasion involves one or more persons who are engaged in the activity or creating, reinforcing, modifying, or extinguishing beliefs, attitudes, intentions, motivations, and/or behaviors with the constraints of a given communication context. " - Gass and Seiter
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Responsible Persuasion
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-Larson -Persuasion should be cooperative, c0-creative process -persuader and receiver are involved -both should have an equal opportunity to persuade and access the media of communication -Persuaders should reveal their agenda BEFORE hand -Persuaders should warn of any negative side effects -Receivers should be able to test assertions and evidence -Withhold judgement
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Communication Persuasion Continuum
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-Influence---> Persuasion -Information-advice-guidance-education-debate-arguement- propaganda-coercion-force
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Watzlawick, Bavelas, and Jackson
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-axioms to maintain family homeostasis -"One cannot not communicate" -Every behavior is a form of communication -Even if communication is being avoided like an unconscious behavior it is a form of communication -Facial expressions, digital communication, even being silent can be interpreted as an attempt at communication by a reciver
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Features of Communication
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-nonverbal/verbal dimensions -iconic symbols i.e. micky mouse ears
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Non-verbal
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-iconic images evoke certain knowledge -corporate images -with just a picture we know exactly what brand it is
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Contextual
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-Intrapersona -Interpersona -Group -Public -"Interpersonal communication is one of the major arteries for persuasion." -Gass and Seiter
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Dynamic Process of Meaning Making
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-ex. Michael Phelps -Picture elicits info-olympic gold medalist-DOPE and Dui; look at his picture and judge - knowledge you have is you level of communication
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SMCR Model of Communication
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-Source Message Channel Reciever
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Instrumental Intentionalisy
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-Lance Armstrong's website is intentionally trying to make him look better
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Communication is Symbolic
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-referential by info you bring to communication you are exchanging -creative- Michael Jackson ex. Gabrile Giffords- shot close range
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Avoidance of Ethics
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-Ethical judgement is subjective when dealing with persuasive messages; it's opinion -When a questionable persuasive appeal is used it is noticeable, t should be noticed; it's up to the receiver -When a persuasive msg is successful nothing else really matters
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Larson's viewpoint on Ethics
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-persuasion is one form of human conduct -persuasion involves alteration of another's thinking and/or action -Necessarily gives rise to some form of judgement -for what purpose. by what means, what consequence? -ex. Mahmoud-; made a statement to the UN that the holocaust isn't real; Evidence of the Holocaust from the Nuremberg trials is on PUBLIC record -those who consume persuasion judge anyway, informally; like/dislike, believable/unbelievable, relevant/irrelevant -Both persuaders and persuades have an ethical responsibility -the power to persuade carrie with it a corresponding duty to persuade ethically
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Denton and Woodward: Persuasion and Influence in American Life
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-We communicate w/ persuasive intent -change others rather than ourselves -receivers risk changes in attitudes and behaviors -persuader gives up nothing -risk of change on receiver's shoulders -ex. "This product is worth your money." "No one will think less of you for being an unpaid intern."
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Persuader Responsibility
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-Accountability -Intention -Free Speech vs. Persuader Responsibility
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Accountability
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-to the needs of the audience - to the effects of a msg -essential in a representative democracy -ex. NYS representative stealing millions
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Intention
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-clarity and accuracy -difference btwn truth and lying is intent to mislead
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Free Speech vs. Persuader Responsibility
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-"Free Marketplace of ideas"- diversity of though, different -"Collective deliberation" (dennis Thompson)- public debate- collective wisdom -Tradition of free speech is not limitless -libel, slander, deception, propaganda, racism/sexism, cyber space -Charlie Hebdo- "own narcism got him killed"
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Ethical Perspecives
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-Major Standpoints by which to analyze judge persuasive messages -Human nature perspective -Political -situational -dialogic
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Human Nature Prespective
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-Protect and advance what is uniquely human -Does a persuasive message foster or dimmish our very nature? -capacity to reason-you care -creation and use of symbols -mutual understanding judgement -Condemnation of obscenity and violence in popular song and visual media -Ethics and Ethos- celebrity endorsements- Charlize advertises one watch and wears another
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Issues with Free Choice
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-Persuasion vs. Coercion vs. Propaganda -Threat (negative), bribery (positive) -"Forcefulness" of persuasive appeal- who decides? -might be a question of how much coercion? -"free choice is a defining characteristic of persuasion"- Perloff, 1993
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Inclusive Criterion
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-pure and borderline cases of persuasion
