COMM 2367 Lecture Notes - Lecture 1: John Stuart Mill, Carl Hovland, Kenneth Burke
22 Aug 2016
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Document Summary
Persuasion changes: number of communications, speed of communication, institutionalization, subtlety, complexity & mediation, digitization. Persuasion = a symbolic process in which communicators try to convince other people to change their own attitudes or behaviors: a symbolic process. Symbol = form of language, representing broader concepts or ideas with rich meaning. Nonverbal signs: a country"s flag, a religious icon. Persuasion is not always literal: trying to influence. Persuasion is a form of social influence, but more strictly defined: people change their own attitudes. Based on arguments and bait from persuasive messages. Can be healthy or not: transmission of a message. Not mutually exclusive: atmosphere of free choice. For self-persuasion to work, freedom is necessary. Freedom = can act against the recommendation of the persuader: persuasion vs. Distinction = the perception of freedom to resist. Persuasion defined from the sender"s point of view (intentional or not?) Coercion defined from recipient"s point of view (feeling free or not?)
