JMC 1100 Lecture 2: February 25, 2016
10 Aug 2016
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Document Summary
Goal of persuasive media = to influence an audience. Communication that uses rational and/or emotional arguments to change or reinforce attitudes, beliefs, or behaviors. It doesn"t force people to change attitudes, beliefs or behaviors. Beliefs- a description of what an individual assumes to be true or false. Attitudes- general and enduring positive or negative feeling about a person, object or issue. Behaviors- the way in which a person acts in response to a particular situation or stimulus. Response shaping: establishing a new attitude or behavior, example: new brand or product. Response reinforcing: currently-held beliefs or attitudes are strengthened to be more resistant to change. Response changing: new attitudes or behaviors replace old ones, this is the most difficult kind of persuasion because we are reluctant to change. Predicts that there are two main routes by which people are persuaded: central = a highly rational or cognitive route to persuasion, peripheral = persuasion that occurs with less thinking and less scrutiny.
