COMM 2367H Study Guide - Midterm Guide: Pathos, Balance Theory
21 Feb 2017
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Persuasion can: shape, change, or reinforce beliefs. Persuasion is the symbolic system that tries to convince other people to change their attitudes and beliefs. Characteristics: symbolic, intent of persuasion, free choice, people persuade themselves, transmission of a message through some medium. Animals and babies cannot persuade because they lack intent and morality. Morality- knowing who you are trying to persuade. Coercion- a direct threat, contrary to personal preferences, deprives a person of freedom. Whether a message is persuasion or coercion is dependent upon the context of the situation and how the message is perceived. Can influence large audiences or it can be interpersonal. Cicero- believed that the effectiveness of persuasion is held in speech presentation. Social norms- things that are normal for people in a society or group. Normative theories- theories that tell us what we ought to be doing. Descriptive theories- do what we see others doing. Prescriptive theories- do what we ought or should do.
