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Theory

Theory. A statement about the relationships between variables that is used to explain, predict, and control events. Issues in Theory. Epistemology – How do we know? (truth vs. perception). Ontology – What is human nature? (free will vs. determinism) Axiology – What is the value? (standard).

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Theory

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  1. Theory A statement about the relationships between variables that is used to explain, predict, and control events.

  2. Issues in Theory Epistemology – How do we know? (truth vs. perception). Ontology – What is human nature? (free will vs. determinism) Axiology – What is the value? (standard)

  3. Ong’s Dominate Communication • Oral • Literate • Electronic

  4. “Hypermedia” • Extends reach in terms of geography • Extends reach in terms of time • Real time interactivity

  5. Postman’s Media Culture • Knowledge is fragmented • Knowledge is parsed for television • Images dominate • Information overload • Invisible technologies

  6. Persuasion Definitional Shift • Aristotle – sender • Fotherham -receivers • Burke – co-production of meaning

  7. Persuasion in the Media Age • Audience oriented • Overdetermined • Messages incomplete • Ubiquitous, transparent • Reflexive

  8. “Weapons” of influence C1

  9. Core Principles • Fixed-Action Patterns • Advantages and Disadvantages • Majority of influence can be understood n these terms

  10. Systematic Processing • Mistakenly assumed • Occurs when deep thought is used • Analyzes arguments • Requires motivation and ability

  11. Heuristic Processing • Text’s “click,whirr” • Occurs when cues are used instead of arguments • Engaged in when ability or motivation prohibits deep thought

  12. Brainstorming • Quantity is desired • No negative criticism • Freewheeling is wanted • Combinations count as new ideas

  13. What kind of cognitive heuristics do we use?

  14. Theories of Persuasion • Rhetorical • Semiotics (meaning) • Audience oriented • Social Constructivists • Media

  15. Functions of theory • Explain • Predict • Parsimony • Testable • Practicality (utility)

  16. Aristiilleon Persuasion • Deliberative (future action) • Forensic (proof) • Epideictic (values

  17. Proofs and Style • Artistic • Ethos • Pathos • Logos • Inartistic

  18. Style and Stasis • Style is the manner • Plain • Middle • Grand • Stasis • Definition • Existence • Quality

  19. Five Cannons • Invention • Arrangement • Style • Delivery • Memory

  20. Semiotics • Theory of meaning and signs • Semantic Triangle • Signs • Iconic • Indexical • Symbolic • Language is a code

  21. Cognitive Dissonance

  22. Core concepts • Behavior or Belief • Humans have a need to be consistent • Importance of issue matters

  23. Three Strategies • Selective exposure (Prior) • Post decision dissonance (Post) • Minimal justification (Magnitude)

  24. Dissonance reduction • Change attitude • Change behavior • Add consonant elements • Derogate the source • Reject message • Distort the message • Change importance

  25. Elaboration Likelihood Model

  26. Core Characteristics • Two routes • Cognitive load determines path • Continuum not a dichotomy • Higher engagement means more enduring attitude change

  27. Two paths • Central and alternative path • Central route requires elaboration • Peripheral route uses heuristics

  28. Peripheral heuristics • Reciprocity • Consistency • Social proof • Liking • Authority • Scarcity • Others

  29. Motivation • Cost benefit analysis • Personal involvement increases motivation • High analytics engage regardless (cognitive clarity)

  30. Ability • Capable • Not distracted

  31. Arguments • Objective elaboration examines perceived strength of an argument • Strong elaboration strong attitude shift • Neutral arguments reinforce current attitudes

  32. Peripheral Cues • Most messages are processed through peripheral route • Weak attitude change

  33. Peripheral cues • Peripheral cues can spawn mindfulness • Powerful peripheral cues still spawn weak attitude change • Never have the same effect of elaboration

  34. Which route • Strong arguments – central route • Weak arguments – peripheral route • All style and no substance – peripheral route • Peripheral effect is short lived

  35. Fantasy Theme • Themes (stories retold) • Types (iconic stories chained out)

  36. Media theories • One-shot • Two-step • Uses and Gratification • Cultivation • Agenda Setting

  37. Cultivation Analysis • Media cultivates worldview

  38. Agenda Setting • Agenda set • Media agenda set • Public agenda set • Policy agenda set

  39. Professional Persuasive Techniques • Public commitment • Foot in the door • Low ball

  40. Public commitments to change image • Active • Public • Effortless • Freely-chosen

  41. Foot in the Door technique • Start with a small request • Initial request moves self-image • Then larger request is made • Consistency increases adoption rate of larger request

  42. Low-Ball technique • Begins with a good deal • Just before the sale, deal changes • Target has generated additional justifications • When the original deal is changed additional justifications remain

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