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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

PROFESSOR SANDI SMITH

DEPARTMENT OF COMMUNICATION

MICHIGAN STATE UNIVERSITY


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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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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?


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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?


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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?


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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


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Laswell’s Model of Persuasion

  • Who (the source)

  • Says what (the message)

  • To whom (the target)

  • Through which channel

  • With what effect?


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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?”


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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


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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?


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EFFECTS OF PERSUASION

  • NEW OR CHANGED BELIEFS

  • NEW OR CHANGED ATTITUDES

  • NEW BEHAVIORS

  • UNCHANGED BEHAVIORS

  • CHANGED BEHAVIORS