JOUR 465 Lecture Notes - Lecture 4: Natural Disaster, Microsoft Powerpoint, Elaboration Likelihood Model
15 Mar 2017
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More likely to be influenced by people than the mass media. Audiences are active participants in communication process. *the ultimate goal in pr (cid:697)with a campaign(cid:698) is to change people"s behavior. It"s not just enough to change people"s opinions and attitudes. Ultimately, we must change the way people behave. The media don"t tell you what to think, but they do tell you what to think about: use number of cues to indicate importance of issues, media can focus public discussion on particular issues. People hold a core belief that is very strong. When they are presented with evidence that works against that belief, the new evidence cannot be accepted. It would create a feeling that is extremely uncomfortable, called cognitive dissonance. And because it is so important to protect the core belief, they will rationalize, ignore and even deny anything that doesn"t fit in with the core belief.
