[COMM 2367H] - Midterm Exam Guide - Comprehensive Notes for the exam (16 pages long!)

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COMM 2367H
MIDTERM EXAM
STUDY GUIDE
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Persuasive Communication Lecture One
Effects of persuasion:
Shape
Reinforce
Change
…eliefs
Persuasion
The study of attitudes and how to change them
Can be positive or negative communication
Ca e fraed or iteded oe way
Depends very much on others’ opiios
Persuasive communication is the symbolic system that tries to convince other people to change
their attitudes or behaviors
People must have free choice in order to be persuaded
Persuasion characteristics:
Symbolic
Conscious attempt to influence
People persuade themselves
Involves the transmission of a message
Free choice
Persuasion:
Animals and babies do not have the intent or morality to try and persuade
Intent- consciously aware of persuading
Morality- being aware of who you are persuading
Coercion- a direct threat, contrary to personal preferences, deprives one of freedom
Persuasion- free choice
Whether it is persuasion or coercion depends on context and how it is perceived
Propaganda- mass audience, lack of sound support, lacks a lot of facts
Persuasion can be to both a mass audience or interpersonal audience
Ex. Hunger games is an entire movie about the power of propaganda and how things are
specifically chosen for media
Ethics
Cicero- all about speech presentation
Great speaker examples from class: MLK, hitler, JFK, celebrities, music
Normative theories
Social norms are things that are normal for people in a society or group
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Normative theories are theories that tell us what is normal or what we ought to be doing
Descriptive norm: follow what we see
Prescriptive norm: ought or should do
How can we make choices?
Utilitarianism- utilities and consequences
However.. we have conflicting utilities and consequences
Kat’s deotologial theory- duties and obligations, intentions
However.. our duties can conflict
Characteristics of Attitudes:
Religious, social upbringing, cultural landscape in which an individual was raised
People tend to cluster with those who share their attitudes
Individuals do not have an attitude until they first encounter the object of interest and then
respond evaluatively to the object
Ex. Chipotle for the first time
Every time something comes in our path we re-evaluate it again and again
Reinforce or reshape our attitudes each time
The effect the objects have (the emotions) usually play an important part in how attitudes are
formed or experienced
Emotion decides how strong an attitude is
Attitudes are complex
Attitudes Influence on thoughts and actions:
Attitudes and values organize our social world
Waking up from a coma and ot kowig what you wat to eat  you a’t reeer your
attitude towards certain foods
If you control attitudes you can help control persuasion
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