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Lecture

Flynn 1a03_2012_LECT_3 CMST 1A03.docx

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Department
Communication Studies
Course
CMST 1A03
Professor
Terry Flynn
Semester
Winter

Description
Lecture 3 CMST 1a03: Introduction to Communication Dr. Terry Flynn (Winter 2012) UHC – Chapter 11 UHC, Chapter 11 Characteristics of persuasion. • Persuasion is not coercive • Persuasion is usually incremental Social judgement theory. • We compare things to an anchor surrounded by: o Latitudes of acceptance o Latitudes of rejection o Latitudes of non­commitment Perusasion is usually shaped around a message. Persuasion is interactive. Persuasion can be ethical. • “Communication in the best interest of the audience that does not  depend on false or misleading information to change and audience’s  attitude or behavior.” Categorizing types of persuasion by types of proposition • Propositions of fact • Propositions of value • Propositions of policy Categorizing types of persuasion by desired outcome • Convincing • Activating Categorizing types of persuasion by directness of approach • Direct persuasion • Indirect persuasion Creating the persuasive message • Set a clear, persuasive purpose • Avoid fallacies o Ad hominem – attack on the person instead of the argument o Reductio ad absurdum – reduction to the absurd o Either­or o Post hoc ergo propter hoc – false cause o Argumentum ad verecundiam – appeal to authority o Argumentum ad populum – bandwagon appeal Analyzing the audience • Audience type • Audience purpose • Demographics o Number of people o Gender o Age o Group membership   Attitudes are predispositions to respond to something in a favourable or  unfavourable way. • Attitudes are learned • Attitudes are based in our emotions • Attitudes influence our thoughts and behaviours • Attitudes are strongly related to our beliefs and values • Attitudes are structured o Expectancy­value o Symbolic predispositions o Ideology • Attitude structure and persuasion Beliefs are under
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