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PERSUASIVE COMMUNICATION

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

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  1. PERSUASIVE COMMUNICATION PROFESSOR SANDI SMITH DEPARTMENT OF COMMUNICATION MICHIGAN STATE UNIVERSITY

  2. BASIC DEFINITION OF PERSUASION • Any active non-coercive attempt to change another’s beliefs, attitudes, and/or behaviors. • Generate relevant advocacy examples from audience

  3. 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?

  4. 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?

  5. 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?

  6. 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

  7. Laswell’s Model of Persuasion • Who (the source) • Says what (the message) • To whom (the target) • Through which channel • With what effect?

  8. 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?”

  9. 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

  10. 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?

  11. EFFECTS OF PERSUASION • NEW OR CHANGED BELIEFS • NEW OR CHANGED ATTITUDES • NEW BEHAVIORS • UNCHANGED BEHAVIORS • CHANGED BEHAVIORS

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