Persuasion: Humanities vs. Social Sciences Interlude between Narrative and Social Judgment Theory 2009.11.24
7 Traditions of Communication <ul><li>Rhetorical </li></ul><ul><li>Psychosocial  </li></ul><ul><li>Semiotic </li></ul><ul>...
Humanities  <ul><li>The Rhetorical Tradition </li></ul><ul><ul><li>Sophists  </li></ul></ul><ul><ul><li>Aristotle  </li></...
Social Sciences <ul><li>The Psychosocial Tradition </li></ul><ul><ul><li>Psychology </li></ul></ul><ul><ul><ul><li>Freud  ...
Persuasion Defined <ul><li>“ It is the process of guiding people and oneself toward the adoption of an idea, attitude, or ...
Rhetorical Studies v Psychosocial <ul><li>F ocus on analysis of messages </li></ul><ul><li>Speakers  </li></ul><ul><li>Typ...
Rhetoric  <ul><li>Dramatism  </li></ul><ul><ul><li>Life is drama  </li></ul></ul><ul><ul><li>Pentad: Act, Scene, Agent, Ag...
Psychosocial  <ul><li>Social Judgment Theory </li></ul><ul><ul><li>A cceptance, rejects, noncommitment  </li></ul></ul><ul...
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Persuasion Overview

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A quick overview to guide the transition from rhetorical (humanistic) approaches to psychosocial (social scientific) approaches to persuasion

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Persuasion Overview

  1. 1. Persuasion: Humanities vs. Social Sciences Interlude between Narrative and Social Judgment Theory 2009.11.24
  2. 2. 7 Traditions of Communication <ul><li>Rhetorical </li></ul><ul><li>Psychosocial </li></ul><ul><li>Semiotic </li></ul><ul><li>Socio-Cultural </li></ul><ul><li>Critical </li></ul><ul><li>Phenomenological </li></ul><ul><li>Cybernetic </li></ul>
  3. 3. Humanities <ul><li>The Rhetorical Tradition </li></ul><ul><ul><li>Sophists </li></ul></ul><ul><ul><li>Aristotle </li></ul></ul><ul><ul><li>Roman </li></ul></ul><ul><ul><li>Belle Lettres </li></ul></ul><ul><ul><li>Elocution </li></ul></ul><ul><li>The Semiotic Tradition </li></ul>
  4. 4. Social Sciences <ul><li>The Psychosocial Tradition </li></ul><ul><ul><li>Psychology </li></ul></ul><ul><ul><ul><li>Freud </li></ul></ul></ul><ul><ul><ul><li>Jung </li></ul></ul></ul><ul><ul><li>Sociology </li></ul></ul><ul><ul><ul><li>Weber </li></ul></ul></ul><ul><ul><ul><li>Lippman </li></ul></ul></ul><ul><li>The Cybernetic Tradition </li></ul>
  5. 5. Persuasion Defined <ul><li>“ It is the process of guiding people and oneself toward the adoption of an idea, attitude, or action by rational and symbolic ( … ) means. ” Persuasion-Wikipedia </li></ul>
  6. 6. Rhetorical Studies v Psychosocial <ul><li>F ocus on analysis of messages </li></ul><ul><li>Speakers </li></ul><ul><li>Types of Texts </li></ul><ul><li>Types of Proof </li></ul><ul><li>Focus on receivers of messages </li></ul><ul><li>Audience </li></ul><ul><li>Processing </li></ul><ul><li>Effects </li></ul>
  7. 7. Rhetoric <ul><li>Dramatism </li></ul><ul><ul><li>Life is drama </li></ul></ul><ul><ul><li>Pentad: Act, Scene, Agent, Agency, Purpose </li></ul></ul><ul><li>Narrative </li></ul><ul><ul><li>People are storytellers </li></ul></ul><ul><ul><li>2 main elements: Coherence and Fidelity </li></ul></ul>
  8. 8. Psychosocial <ul><li>Social Judgment Theory </li></ul><ul><ul><li>A cceptance, rejects, noncommitment </li></ul></ul><ul><li>Elaboration Likelihood Method </li></ul><ul><ul><li>Central and peripheral processing </li></ul></ul><ul><li>Cognitive Dissonance Theory </li></ul><ul><ul><li>B ehavior modification or attitude change </li></ul></ul>

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