Course Introduction COMM 14  Persuasion in the Social Sphere
WHO IS JASON WRENCH?
1) Where is Jason’s home town? 2) What kind of car does he drive? 3) How old is he? 4) What political party does he belong?
5) What is his favorite movie? 6) What were his previous jobs? 7) What is his favorite soft drink? 8) What is his preferre...
COURSE GOALS
1) Introduce theories of persuasion. 2) Apply theory to the real world. 3) Show how persuasive messages are created. 4) Di...
PERSUASION IS A  TOOL!!!
WHY  STUDY PERSUASION?
1) Pervasive Function
 
 
 
You see over 3,000 Advertising messages per day. - Dr. Jean Kilbourne
$200 Billion on Advertising 1) $250,000 to make a commercial 2) $250,000 to air a commercial 3) $1 Million to air a commer...
 
 
2) Knowledge Function 1) Pervasive Function 3) Defensive Function 4) Debunking Function
UNIT ONE Communication Foundations
Communication Defined
The process by which one or more persons stimulates meaning in the mind of another by means of verbal or nonverbal messages.
The Communication Process: Parts of the Process
B. Message A. Source C. Channel D. Receiver F. Encoding E. Feedback G. Decoding H. Noise
Source Message Channel Receiver (Decoding) Feedback (Encoding) NOISE
Types  of  Communication
B. Expressive Communication A. Accidental Communication C. Rhetorical Communication
Rhetorical Communication The process of a source stimulating a source-selected meaning in the mind of a receiver by means ...
Important Terms to Know
Informing Communicating to influence audience understanding, but not attitudes
Thinking Question Is it possible to have a truly informative message?
Persuasion The process by which a source consciously uses messages to change a receiver’s attitudes, beliefs, or values
Influence When we modify behavior  without  intent, using messages, or changing attitudes, beliefs, or values.
Coercion When we bring about change in attitudes or behavior in contexts in which the receiver has not choice but to comply
Communication Goals:  Receiver  Responses
Basic Goals For Receivers 2) Strengthen a stance 1) Understand/Forming 3) Change an attitude
Understanding: gaining a  belief Belief:  Our understanding of something.  The extent to which we think something is true.
Attitudes A predisposition to behave in a particular way in response to something
Belief is our cognitive understanding of something. Attitude is our affective reaction or evaluation of something (positiv...
3 Attitude Distinctions <ul><li>Form an Attitude </li></ul><ul><li>2) Strengthen an Attitude </li></ul><ul><li>3) Change a...
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Course Introduction

  1. 1. Course Introduction COMM 14 Persuasion in the Social Sphere
  2. 2. WHO IS JASON WRENCH?
  3. 3. 1) Where is Jason’s home town? 2) What kind of car does he drive? 3) How old is he? 4) What political party does he belong?
  4. 4. 5) What is his favorite movie? 6) What were his previous jobs? 7) What is his favorite soft drink? 8) What is his preferred religious affiliation?
  5. 5. COURSE GOALS
  6. 6. 1) Introduce theories of persuasion. 2) Apply theory to the real world. 3) Show how persuasive messages are created. 4) Discuss how persuasion should be used ethically.
  7. 7. PERSUASION IS A TOOL!!!
  8. 8. WHY STUDY PERSUASION?
  9. 9. 1) Pervasive Function
  10. 13. You see over 3,000 Advertising messages per day. - Dr. Jean Kilbourne
  11. 14. $200 Billion on Advertising 1) $250,000 to make a commercial 2) $250,000 to air a commercial 3) $1 Million to air a commercial during the Academy Awards 4) $1.5 Million to air a commercial during the Super bowl (Victoria’s Secret)
  12. 17. 2) Knowledge Function 1) Pervasive Function 3) Defensive Function 4) Debunking Function
  13. 18. UNIT ONE Communication Foundations
  14. 19. Communication Defined
  15. 20. The process by which one or more persons stimulates meaning in the mind of another by means of verbal or nonverbal messages.
  16. 21. The Communication Process: Parts of the Process
  17. 22. B. Message A. Source C. Channel D. Receiver F. Encoding E. Feedback G. Decoding H. Noise
  18. 23. Source Message Channel Receiver (Decoding) Feedback (Encoding) NOISE
  19. 24. Types of Communication
  20. 25. B. Expressive Communication A. Accidental Communication C. Rhetorical Communication
  21. 26. Rhetorical Communication The process of a source stimulating a source-selected meaning in the mind of a receiver by means of verbal and nonverbal messages.
  22. 27. Important Terms to Know
  23. 28. Informing Communicating to influence audience understanding, but not attitudes
  24. 29. Thinking Question Is it possible to have a truly informative message?
  25. 30. Persuasion The process by which a source consciously uses messages to change a receiver’s attitudes, beliefs, or values
  26. 31. Influence When we modify behavior without intent, using messages, or changing attitudes, beliefs, or values.
  27. 32. Coercion When we bring about change in attitudes or behavior in contexts in which the receiver has not choice but to comply
  28. 33. Communication Goals: Receiver Responses
  29. 34. Basic Goals For Receivers 2) Strengthen a stance 1) Understand/Forming 3) Change an attitude
  30. 35. Understanding: gaining a belief Belief: Our understanding of something. The extent to which we think something is true.
  31. 36. Attitudes A predisposition to behave in a particular way in response to something
  32. 37. Belief is our cognitive understanding of something. Attitude is our affective reaction or evaluation of something (positive, negative, or neutral evaluation of what we understand)
  33. 38. 3 Attitude Distinctions <ul><li>Form an Attitude </li></ul><ul><li>2) Strengthen an Attitude </li></ul><ul><li>3) Change an Attitude </li></ul>
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