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Source credibility

Source credibility. The importance of ethos in communication. www.robertgass.com. What is Source credibility?. Highly credible sources may be described as d isplaying leadership having charisma being telegenic possessing savoir faire Ethos

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Source credibility

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  1. Source credibility The importance of ethos in communication www.robertgass.com

  2. What is Source credibility? • Highly credible sources may be described as • displaying leadership • having charisma • being telegenic • possessing savoir faire • Ethos • Definition: “Judgments made by a perceiver about the believability of a communicator” (O’Keefe), 2012, p. 181)

  3. MOST ADMIRED PEOPLE: USA Poll Most admired men • Barck Obama • George W. Bush • Pope Francis • Bill Clinton • Rev. Billy Graham • Bill Gates • Clint Eastwood • Ron Paul • Ted Cruz • Most admired women • Hillary Clinton • Oprah Winfrey • Michelle Obama • Sarah Palin • Malala Yousafazi • Condoleezza Rice • Angela Merkel • Angelina Jolie • Kate Middleton • Queen Elizabeth II Number of mentions, based on a Gallup poll conducted in December 2013

  4. Most admired People in the World • Bill Gates • Barack Obama • Vladimir Putin • Pop Francis • Sachin Tendulkar • Xi Jinping • NarendraModi • Warrant Buffet • Amitabh Bachchan • Abdul Kalam • Based on a YouGov survey of 13,895 people, internet and mobile phone surveys

  5. Fictional credibility the most interesting man in the world a trustworthy Gecko a head for business Imaginary endorsers will never be involved in a scandal

  6. Credibility Features • Credibility is: • a perceptual phenomenon • situational, contextual • dynamic, changing • multidimensional

  7. Credibility dimensions • Primary Credibility Dimensions • Competence: expertise, know-how • Trustworthiness: character, honesty, integrity • Goodwill: perceived caring • Benoit (2004) says expertise is the most important of the three dimensions

  8. Primary Dimensions Applied • If you were selecting a mechanic • Expertise: licensed, trained, experienced • Familiar with your make and model • Trustworthiness: honest, won’t rip you off • Goodwill: friendly, knows your name, remembers you as a customer • If you were selecting a surgeon • Expertise: licensed, board certified • Has performed the operation numerous times • Trustworthiness: won’t bill you for unnecessary procedures • Goodwill: bedside manner, rapport

  9. How would you rate the credibility of these sources?

  10. Secondary dimensions • Dynamism • energetic, enthusiastic • Composure • calm, collected, poised • Sociability • warm, likeable, friendly Which celebrity goes with what secondary dimension(s)?

  11. Credibility and persuasion • High credibility sources are much more persuasive than low credibility sources • Credibility tends to function as a peripheral cue (mental shortcut) • Increasing listener involvement decreases the reliance on source credibility • Increasing listener involvement increases central processing (analyzing the content of a message) • Address questions like “Why should I care?” “How does this affect me?”

  12. Advice for Improving Your credibility • State your own background, experience, expertise on the issue • Avoid disclaimers and powerless language • “Can I start over?” • “like,” “uhm…” • Cite qualified sources in your speech • State your sources’ qualifications • Provide evidence to support your points • 4. Channel nervous energy positively • Use movement, gestures to release nervous energy • punctuate your transitions nonverbally

  13. Advice for Improving Your credibility • 5. Adapt your message to your audience’ frame of reference • Identify with your audience • Emphasize similarities, shared values • But don’t simply “preach to the choir” • 6. Research your topic thoroughly • Know what you are talking about • Be familiar with all the relevant issues • 7. Prepare and practice • Practice your speech the same way you will deliver it • be organized, fluent, composed • manage your time carefully • anticipate likely questions or objections

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