The influence of message: Verbal messages

1. The influence of message: Verbal messages 教師專業發展研究所 蔡文榮老師講授 2020年1月6日星期一

2. Preface前言 • We uses various signs, such as voice, language, verbal, and images to compose verbal and non-verbal messages. • There are several communication systems, such as interpersonal communication人際傳播, small group communication小眾傳播, and mass communication. We use these systems to share meanings and build relationships. • Wallace Fotheringham: Only those which are well designed and have meaningful signs can be called messages.

3. Preface前言 • Section 1: dealing with traditional views about verbal message from psychological foundation. • Section 2: dealing with persuasion strategies, which is the purpose of communication. • Section 3: dealing with framework effects and other meanings of verbal messages. Framing helps audiences to understand meaning of message.

4. 2-1 Traditional view of verbal message • The purpose of verbal message is to persuade target audiences in terms of cognitive, attitudinal, and behavioral change.認知/態度/行為之改變

5. 2-1 Traditional view of verbal message 一、語文訊息呈現的方式The ways to present verbal messages: • One-side presentation vs. two-side presentation? • Hovland (1953) research on army’s morale after knowing German’s surrender • Group1: stress on Japan’s ambition • Group2: present Japan’s ambition & war may last long • Group3: no exposure to any war news • No difference in attitudinal change for Group1 & Group2. • Educational background influences significantly on their attitude. • One-side presentation reinforce original opinion (initial attitude)

6. 2-1 Traditional view of verbal message 2. How to make conclusion? 3. Sequence of presentation: Which goes first? Which goes last? • For a given issue, the first viewpoint has a better persuasion. (Hovland, 1953)

7. 2-1 Traditional view of verbal message 3. Sequence of presentation: Which goes first? Which goes last? • Serial-position effect:訊息提出時間影響觀眾對其記憶 • Primary effect初始效果：Just reviewed/received information give you the deep impression • Recency effect時近效果：Last learned/received information has best mental image Why? Magic 7 of your memory chunk. Just imagine icebreaking activity (in a group of more than 10 members, you probably will remember the first ones and the last ones only.)

8. 2-1 Traditional view of verbal message 4. 重複訊息的效果Repetition of message and its effect： • 3-hit theory 三打理論：Present the message at least 3 time in a given time will have some impact. If variation occurs during 3-time period, the persuasion will be better. • 7-hit theory 七打理論：Message occurs at least 7 times • 1977年基督教在三台大打「我找到了！」運動。 • 需視廣告的目的/需要/媒體企畫的評估而定

9. 2-1 Traditional view of verbal message 二、relating theories of verbal message • Inoculation theory(免疫理論) ：In a given communication, message which covers slight attack and defense points will enhance existing cognition and position and thus will not change attitude easily. • 2-side message is better to get attention雙面訊息比單面訊息更易獲得注意(attention getting) • 1-side message is not easy to be accepted單面訊息較不易或認真的看待：明顯的過度說明 • Attribution theory(歸因理論)：推論動機與意圖 • 外部/情境歸因external attribution:個體情境導致個體行為 • 內部/性格歸因internal attribution:個體性格導致個體行為

10. 2-2 message and persuasion訊息與說服 • The purpose of communication is mostly to persuade, or at least to make audiences believe the message is real. 2 kinds of appeals(理性&感性) : • Rational appeals(理性訴求)：There are 3 assumptions • Audiences are totally rational. • Audiences have a motivation to manipulate message. • Audiences are able to manipulate message.

11. 2-2 message and persuasion訊息與說服 • 2 kinds of appeals(理性&感性) : • Rational appeals(理性訴求)：4 features in an ad • 基礎性性質： • 功能性導向： • 機械論導向： • 邏輯性思維： • Emotional appeals(感性訴求)：arousing special affection or emotional reaction so as to create psychological nearliness

12. 2-2 message and persuasion訊息與說服 • 2 kinds of appeals(理性&感性) : • Rational appeals(理性訴求)： • Emotional appeals(感性訴求)：引發特殊感情或情緒性反應，產生心理上的接近性(nearliness) 。人類情感二大類別2 categories： • Primary emotion初級：joy, acceptance, anticipation, anger, disgust, sadness, surprise, fear • Secondary emotion次級：blend primary emotion:e.g. love, friendliness = joy +acceptancee.g. guilt=joy + fear