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PERSUASIVE COMMUNICATION . PROFESSOR SANDI SMITH DEPARTMENT OF COMMUNICATION MICHIGAN STATE UNIVERSITY. BASIC DEFINITION OF PERSUASION. Any active non-coercive attempt to change another’s beliefs, attitudes, and/or behaviors. Generate relevant advocacy examples from audience.

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persuasive communication

PERSUASIVE COMMUNICATION

PROFESSOR SANDI SMITH

DEPARTMENT OF COMMUNICATION

MICHIGAN STATE UNIVERSITY

basic definition of persuasion
BASIC DEFINITION OF PERSUASION
  • Any active non-coercive attempt to change another’s beliefs, attitudes, and/or behaviors.
  • Generate relevant advocacy examples from audience
basic defifitions beliefs
BASIC DEFIFITIONS - BELIEFS

BELIEF:

Assertion about properties of an object. A description of what a target assumes to be true or false about the world. A fact.

  • What are relevant beliefs that you want others to hold?
basic definitions attitudes
BASIC DEFINITIONS - ATTITUDES

ATTITUDES:

1. General and enduring positive or negative feelings about a person, object, or issue

  • What do you want people to feel positive towards?
  • What do you want people to feel negative towards?
basic definitions behavior
BASIC DEFINITIONS - BEHAVIOR

THREE TYPES OF BEHAVIOR (OVERT ACTION):

1. Response-shaping… socialization and teaching

-- What do you want to teach others?

2. Response-reinforcing… currently-held convictions are strengthened to be more resistant to change

-- Which things do you want people to

continue to do?

basic definitions behavior6
BASIC DEFINITIONS - BEHAVIOR

3. Response-changing… new behaviors replace old ones as a result of persuasion.

-- What new behaviors do you want

from your targets

laswell s model of persuasion
Laswell’s Model of Persuasion
  • Who (the source)
  • Says what (the message)
  • To whom (the target)
  • Through which channel
  • With what effect?
source crediblity
SOURCE CREDIBLITY

Establish that you are an expert

  • Audience will ask “Is this person in a position to know the truth?”

Establish that you are trustworthy

  • Audience will ask “Is this person going to tell me truth as he or she knows it?”
message features
MESSAGE FEATURES
  • Use explicit conclusions
  • Tell the audience exactly what you want them to do.
  • Use the concepts of beliefs, attitudes and behaviors here.
  • New facts; positive or negative evaluations; or new, changed or unchanged behavior
receiver features
RECEIVER FEATURES

Do an audience analysis

  • What is their current most preferred position on an issue?
  • Where do you want them to move on the issue?
  • What evidence is likely to move them there?
effects of persuasion
EFFECTS OF PERSUASION
  • NEW OR CHANGED BELIEFS
  • NEW OR CHANGED ATTITUDES
  • NEW BEHAVIORS
  • UNCHANGED BEHAVIORS
  • CHANGED BEHAVIORS
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