1 / 11

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.

adah
Download Presentation

PERSUASIVE COMMUNICATION

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related