Josh Hall<br />John Miller<br />Chenxing Zhang<br />Jaime Farquhar<br />Credibility and Image Management<br />
http://www.youtube.com/watch?v=GggVSAPt-HY<br />
Theoretical Focus<br />Ethos and the personal influence of persuasion<br />
Ethos<br />Definition<br />Most important of the 3 means of persuasion<br />Character<br />Good sense<br />Good moral char...
Contemporary Credibility Research<br />Congruity Theory<br />Competence<br />Goodwill<br />Moral character<br />Dynamism<b...
Charismatic Leadership<br />Charisma<br />Charismatic Leadership Theory<br />Ronald Reagan, Franklin Roosevelt, Martin Lut...
Image Management<br />Media images are…<br />Synthetic<br />Believable<br />Vivid and concrete<br />Invite passivity<br />
Ethos, Ethics, and Image<br />When persuasion concerns conflicting opinions and values, rather than a matter of empirical ...
Critical Focus: KFC and “The Colonel’s Way”<br />From the classical point of view, the most important of the three dimensi...
Critical Question #1 <br />Does the message depend on ethos, charisma, image management or some combination of these persu...
Critical Question #2<br />What persuasive purposes are served by the ethos, charisma or image strategies you have identifi...
Critical Question #3<br />What specific elements in the message itself display ethos, charisma or image management?<br />C...
Critical Question #4<br />How effective do these strategies appear to be?<br />
Critical Question #5<br />To what extent do the strategies revealing ethos, charisma or image management conform to ethica...
Conclusion<br />Factors that contribute to persuasion:<br />Ethos<br />Goodwill<br />Good sense<br />Good moral character<...
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Credibility and image management

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  • Credibility and image management

    1. 1. Josh Hall<br />John Miller<br />Chenxing Zhang<br />Jaime Farquhar<br />Credibility and Image Management<br />
    2. 2. http://www.youtube.com/watch?v=GggVSAPt-HY<br />
    3. 3. Theoretical Focus<br />Ethos and the personal influence of persuasion<br />
    4. 4. Ethos<br />Definition<br />Most important of the 3 means of persuasion<br />Character<br />Good sense<br />Good moral character<br />Goodwill<br />
    5. 5. Contemporary Credibility Research<br />Congruity Theory<br />Competence<br />Goodwill<br />Moral character<br />Dynamism<br />
    6. 6. Charismatic Leadership<br />Charisma<br />Charismatic Leadership Theory<br />Ronald Reagan, Franklin Roosevelt, Martin Luther King, Jr.<br />Charismatic leadership goes far beyond traditional forms of leadership<br />Prophetic wisdom, heroic stature, semi-divine nature or heavenly grace<br />Charisma depends on an audience’s willingness to accept leadership as heroic and inspired <br />
    7. 7. Image Management<br />Media images are…<br />Synthetic<br />Believable<br />Vivid and concrete<br />Invite passivity<br />
    8. 8. Ethos, Ethics, and Image<br />When persuasion concerns conflicting opinions and values, rather than a matter of empirical truth or falsity, audiences must rely on the judgment of persuaders.<br />
    9. 9. Critical Focus: KFC and “The Colonel’s Way”<br />From the classical point of view, the most important of the three dimensions of persuasion is the credibility of the persuader.<br />“The Colonel’s way is still the best way”.<br />Ethos as a way of persuasion<br />The Colonel’s character and good sense<br />http://www.youtube.com/watch?v=pwURoueDzFo<br />
    10. 10. Critical Question #1 <br />Does the message depend on ethos, charisma, image management or some combination of these persuasive strategies?<br />
    11. 11. Critical Question #2<br />What persuasive purposes are served by the ethos, charisma or image strategies you have identified?<br />
    12. 12. Critical Question #3<br />What specific elements in the message itself display ethos, charisma or image management?<br />Clear vision for change<br />Articulate the vision and the flaws with the status quo<br />Build trust in audiences<br />Unconventional, audience-centered tactics<br />Creating involvement<br />
    13. 13. Critical Question #4<br />How effective do these strategies appear to be?<br />
    14. 14. Critical Question #5<br />To what extent do the strategies revealing ethos, charisma or image management conform to ethical standards governing persuasion?<br />
    15. 15. Conclusion<br />Factors that contribute to persuasion:<br />Ethos<br />Goodwill<br />Good sense<br />Good moral character<br />Competence<br />Credibility<br />Dynamism<br />Charisma<br />Image Management<br />

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