COMM 1100 Lecture Notes - Lecture 15: Elaboration Likelihood Model, Carl Hovland, Geek
4 Apr 2016
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The genesis of persuasion is not too dissimilar from political communication. Taught rhetoric and oratory in response to demand fro skill. Focused on processes: this continued to manifest through roles of advocates. Recall that scholars of propaganda and rhetoric became involved in wwii effort. Following the war, returned to institutions throughout the us. Wished to capitalize on experiences and connections. Advertisers became extremely invested in arming themselves with techniques learned through war. Whether working for benefit of government, industry, or human understanding, communication science was interested in was unpacking the issue of attitude change. Created by carl hovland and colleagues in the 9150s. Proposed following model: communication message learning attitude change. Attention comprehension learning acceptance retention. Becomes clear that people are more complex. Petty started studying government and psych before focusing on social psych. Research interests centered on individual difference factors which relate to belief, attitudinal; or behavioral changes: like sjt, focusing on individuals processes of persuasion.
