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WHAT IS PERSUASION ?

WHAT IS PERSUASION ?. using coercion or force to produce an effect? using tools to produce x effect in an audience? using symbols to induce action ? motivating a sense of identification to produce action?. EARLY PERSUASION THEORIES. …focussed on rhetoric PERSUASION TODAY includes .

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WHAT IS PERSUASION ?

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  1. WHAT IS PERSUASION ? • using coercion or force to produce an effect? • using tools to produce x effect in an audience? • using symbols to induce action ? • motivating a sense of identification to produce action?

  2. EARLY PERSUASION THEORIES • …focussed on rhetoric • PERSUASION TODAY includes ... • advertising • movements • organisational identification practices

  3. ARISTOTLE • 3 persuasiontypes: Deliberative Forensic Epideictic • PERSUADERS USE PROOF • Inartistic (controlled by the situation eg photos, statistics) • Artistic (invented/created by the persuader) • Ethos Pathos Logos

  4. CICERO’S THEORY OF STASIS • 3 KEY STASIS (clash points) : • DEFINITION OF A FACT/VALUE • EXISTENCE • QUALITY • STYLE • Plain Middle Grand

  5. 5 CANONS OF RHETORIC • Invention • Arrangement • Style • Delivery • Memory • “Persuasion > Speech”

  6. SEMIOTICS • Words Signs Signals Symbols • “The map is not the territory” • CODES • Code Confusion • “Differance”

  7. Audience-Oriented Persuasion Theories • Cognitive Dissonance Theory (Leon Festlinger, 1957) • - Balance • Elaboration Likelihood Model (Pettey and Cacioppo 1986) • - central/peripheral

  8. More audience-related theories • Social Construction of Reality (Peter L Berger et al, 1966) • opinions = product of interaction with society • Symbolic Convergence Theory (Ernest Bormann 1985) • Fantasies/rhetorical vision

  9. MEDIA THEORIES • One-shot Model • Two-Step Flow of Information • Uses and Gratification • Cultivation Analysis • Agenda Setting (power source/medium)

  10. ETHICS OF PERSUASION • Coercion • Violence • Deception • Access • Oppression • Privacy • Conflict of Interest

  11. ETHICAL DECISION MAKING • APPROACHES AND STANDARDS • Categorical Imperative (Kant) Universal • Utilitarian Principle (Mill) Situational • Constitution of a country • Johannesen’s ethical standards political/human-nature/dialogical • Theoretic discourse/Practical discourse (Habermas 1973)

  12. Think about ... • Visual Images and Ethics • Political Persuasion • Advertising • Organizational Advocacy • Journalism • Ethical Communication • Ethics and Audience Members

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