COMM 102 Lecture Notes - Lecture 14: Trait Theory, Elaboration Likelihood Model

• School: U of M
• Department: Communication Studies
• Course: COMM 102
• Professor: Nojin Kwak

Document Summary

Examines the process of attitude formation and change in audience members. Theoretical approaches to persuasion: communication/persuasion matrix model of media e ects (mcguire, matrix inputs, source. Emotional, logical, short, long, etc: recipient, high or low in prior knowledge, etc, channel of communication. Individual or group setting, noise in the environment, etc. Each stage of matrix outputs is necessary for the immediately following stage to occur. Limitations: some of the steps in the processing sequence may be completely independent of each other, acting without comprehension, yielding without acquisition, more comprehensive models are needed to explain persuasion process, cognitive response theory. The impact of variables on persuasion depends on: more careful explanation about yielding stage. The extent to which individuals articulate and rehearse their own thoughts to the information presented. The amount of favorer or unfavorable thoughts generated determines the extent of persuasion: assumption of active participants in the persuasion process, self-validation theory.