COM 275 Lecture Notes - Elaboration Likelihood Model, Media Literacy, Glittering Generality
Document Summary
Persuasion: the process by which attitudes are changed (definition, an attitude is a general predisposition to evaluate other things favorably or unfavorably, the mediator between a persuasive message and behavioral change c. Influential researchers: carl hovland, media"s persuasive effect was limited, film studies on soldiers during wwii. Identified moderating variables: source credibility, argument order, message appeal type d. In some cases persuasion occurs even though the audience member isn"t thinking about the content of a message: the elaboration likelihood model, message elaboration governs persuasion, two distinct routes of thought, central route. Communication campaigns: definition of a campaign, a campaign is, a purposive attempt . 4. to inform, persuade, or motivate behavior changes . in a relatively well-defined and large audience . generally for non-commercial benefits to either the individual and/or society at large . Identify audience-related factors: specify behavior-related factors iii. iv. Identify media use factors: analyze and understand the audience a.