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Influence of Media on Contemporary Persuasion: A Deeper Understanding

Explore how various types of media shape persuasive techniques and audience perception in today's culture. Learn from examples and concepts by scholars like Ong and McLuhan.

helen-pierce
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Influence of Media on Contemporary Persuasion: A Deeper Understanding

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  1. “…contemporary culture presents us with a complex web of influences, many of which we cannot ignore and many of which we do not consciously choose” (p. 5, PMA)

  2. Q: Why is it significant that text on persuasion begins with a discussion of MEDIA? A: Because different types of media condition different modes of persuasion I.E. Diff.. kinds of experience = Diff. ways of understanding

  3. for example… Born in Saudi Arabia to a Yemeni family, Bin Laden left Saudi Arabia in 1979 to fight against the Soviet invasion of Afghanistan. is different than:

  4. Born in Saudi Arabia to a Yemeni family, Bin Laden left Saudi Arabia in 1979 to fight against the Soviet invasion of Afghanistan. is different than:

  5. Walter Ong: Orality and Literacy Orality (Spoken word) Literacy (Written word) aural visual impermanence permanence fluid fixed rhythmic ordered subjective objective inaccurate quantifying resonant abstract time space present timeless participatory detached communal individual consciousness follows…..

  6. McLuhan – “the medium is the message” A medium is NOT a neutral transport system for information A medium is NOT a neutral transport system for information A medium is NOT a neutral transport system for information A medium is NOT a neutral transport system for information The trip to class is different depending on whether you walk, ride a bike, drive a car, fly, jump, levitate, etc. etc. Persuasion is typically NOT a reason-based process

  7. Town hall meeting North Lauderdale (Fl.) held its quarterly town hall meeting on February 19th at City Hall. The meeting included various departments handing out information about upcoming projects, a presentation by Commissioners and City staff and refreshments.

  8. “Bush speaks to 4,000 displaced workers at a town hall meeting in Orlando” time.com

  9. Persuasion in the electronic age: “The vast majority of audience members are not physically present, but are distant from the event. If the speaker is savvy enough, however, members of the distant audience can be made to feel as if they are part of the studio audience” (p. 9, PMA) 1858 2000

  10. Borchers definition of persuasion: persuasion – “the coproduction of meaning that results when an individual or a group of individuals uses language strategies and/or visual images to make audiences identify with that individual or group” (p. 15, PMA)

  11. NOT X Y BUT persuasion/identification

  12. 4 important components of Borchers definition 1. coproduction: persuasion is a two-way street; all persuasion involves some degree of self persuasion; 2. meaning (attitude, not necessarily action): persuasion does not always imply a change in behavior

  13. 3. language strategies and/or visual images: terministic and visual choices position a person to experience the world in a different way; persuasion is a matter of positioning, not substitution. Ex. town meeting (**not always strategic**) 4. identification: persuasion not only “you should do this” but “smart people are doing this”; when viewing a tv ad, you not only think “I will buy this because I am like the person in the ad” but “I will buy this because I want to be like the person in the ad”

  14. Example: “Truck” from Doug Gross website http://www.douggross.com/6030/videos/TruckVilsack1.mpeg coproduction: framed by a question “where did all our money go?” meaning: no explicit call to action; question calls for answer and corresponding attitude language use/visual images: moving truck, image of “gov.” with money bags, school children, blue-collar workers, cow, banjo, “can you think of anything?” identification: identify with the attitude that public officials should be accountable for spending tax money; images of “real” people

  15. To review: 1. Media are not neutral; they position/persuade people towards particular ways of being in the world; medium is the (a) message 2. Different media require different modes of understanding 3. Ice-berg approach to persuasion: 90% of it occurs under the surface and BEFORE a choice is made 4. Borchers’ definition of persuasion (and key components)

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