Social Judgment Theory Bg
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Social Judgment Theory explains how people process messages based on their existing attitudes. People have a "latitude of acceptance" for messages that are similar to their own views, a "latitude of rejection" for those that differ greatly, and a middle "noncommitment" area. For highly important issues, the rejection area is wider and emotions run higher. When processing messages, people may contrast those in the rejection area, pushing views further apart, or assimilate those in the acceptance area, blurring conflicts. Attitude change happens most within the acceptance area near existing views through small, repeated steps over time.
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Social Judgment Theory
Social Judgment Theory proposes that people evaluate messages based on their existing attitudes or "anchor points" on issues. Messages are judged as falling within a latitude of acceptance, rejection, or non-commitment. The more ego-involved people are in an issue, the more strongly anchored and less open to persuasion their attitudes tend to be. For effective persuasion, messages need to fall just within the latitude of acceptance rather than rejection to avoid a "boomerang effect" and promote gradual attitude change over time.
Social Judgment Theory
Social Judgment Theory (SJT) predicts the success of persuasion based on how close or far a message is from a person's existing beliefs. SJT includes three concepts: latitude of acceptance (ideas a person agrees with), latitude of rejection (ideas strongly disagreed with), and latitude of noncommitment (neutral ideas). To successfully persuade, the argument must fall within a person's latitude of acceptance. SJT also notes that people more invested in a topic have a narrower range of acceptance and are harder to persuade. Examples show how SJT predicts a person would evaluate arguments of different distances from their initial view on a topic.
Social Judgment Theory
Social Judgment Theory examines how people evaluate messages or ideas based on their existing views. People have a latitude of acceptance for ideas they agree with, a latitude of rejection for those they disagree with, and a non-committal area in between. High ego-involvement in a topic can lead to errors in judgment as people shift their anchors and assimilate or contrast information to fit their views. To persuade, one should appeal to a person's latitude of acceptance and avoid triggering a boomerang effect. Social Judgment Theory highlights how people judge messages, potential perceptual errors, and strategies for effective persuasion. However, questions remain around the ethics of intentionally manipulating people's views.
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Social Judgment Theory proposes that people evaluate messages based on their existing attitudes. An individual's attitude has latitudes of acceptance, rejection, and non-commitment. When judging a message, one compares it to their anchor position within these latitudes. If a message falls within the latitude of acceptance, one may shift their anchor towards it; if in the latitude of rejection, one may perceive it as further than it is. The greater the discrepancy between the message and attitude, the more attitude change may occur, following a curvilinear relationship. Critics note it does not consider all persuasion factors and may not apply to clear messages.
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Social Judgment Theory
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Public relations objectives should be specific, measurable, attainable, realistic and timely. Objectives define the desired outcome of a PR campaign, such as shifting public opinion or increasing awareness. Effective objectives target a specific public and specify the desired change in knowledge, opinions or behaviors, along with the timeframe for accomplishing the change.
Pr tactics
This document outlines 3 categories of PR tactics: 1) Advertising which involves purchasing space in external media, 2) Mediated Publicity using existing mass media to deliver information for free, and 3) Direct Publicity controlling your own media to deliver information.
The history of public relations
The document traces the history of public relations from its origins in rhetoric and press agentry in the 17th century to its modern form. It discusses early influential figures like Ivy Ledbetter Lee and the development of specialized PR departments in large companies in the late 19th century. The document also outlines the evolution of PR to incorporate more scientific, persuasive, and two-way communication models over time and how it has adapted to the modern global information society.
Survey Research
The document discusses various topics related to conducting survey research including preparing surveys, touch avoidance research, activism research, and addressing potential biases. It suggests three general ways to develop surveys including using existing surveys, adapting published research surveys, or generating your own. Touch avoidance research examined whether sexual orientation affects same-sex and cross-sex touch avoidance using modified established scales. Activism research developed a survey from narrative accounts and addressed length and reliability issues. The document also notes the importance of considering demographic categories and question construction to avoid potential biases in surveys.
Political Advertising
This presentation was delivered to a group of fourth year students in an advertising class as a guest lecture.
Research
This is a basic introduction to the research process with specific examples to the projects selected for a senior level course in persuasion.
World Aids Day Elm
World AIDS Day is an opportunity to discuss the Elaboration Likelihood Model (ELM) communication theory as it relates to HIV/AIDS awareness and prevention efforts. The ELM proposes that people process persuasive messages through either the central route, carefully considering arguments, or the peripheral route, relying on mental shortcuts. Mary Fisher's "A Whisper of AIDS" speech used various peripheral cues like authority, consistency and social proof to raise awareness about HIV/AIDS without necessarily elaborating on every argument. While peripheral cues can be effective for unmotivated audiences, their impact tends to be short-lived compared to central route processing which may lead to more long-lasting attitude changes.
Brainstorming
This presentation provides students with background information on brainstorming. It is intended as a resource for students working in groups. The presentation was followed by some brainstorming exercises.
Opinions, Opinions
This is a presentation given to the faculty of the School of Arts and Letters at the College of St. Scholastica on newspaper coverage of the opening of the Building for Women in Duluth
Rhetoric In Popular Culture
The document discusses rhetoric in popular culture and communication models. It defines rhetoric as "the ways in which signs influence people" and explores three kinds of signs: index signs involve cause and association; iconic signs involve resemblance; and symbolic signs involve social agreement. The document also contrasts features of traditional verbal communication with mediated nonverbal forms of mass media texts.
Rhetoric And Public Controversy
The document discusses rhetoric as a pragmatic social art and the study of public controversies through rhetorical criticism and analysis. It summarizes different theories of communication and approaches to rhetorical criticism, including Burkean criticism and feminist approaches. It then discusses a controversy over the Building for Women (BFW), a partnership between women's organizations in Duluth that was providing health and other services for women, including abortions, which faced opposition from pro-life groups. The timeline outlines key events leading up to the controversy over the opening of the new BFW facility.
Rhetoric And Public Controversy
This presentation describes rhetoric as a pragmatic art. This was a classroom lecture for undergraduate students
A Time To Speak
This document discusses the concept of kairos, which refers to speaking at the right time and in the right way according to the situation. There are three types of kairos: causal, meaning-dependence, and normative. Exigence refers to an imperfection or problem in the environment that prompts a rhetorical response. A rhetorical situation involves nine elements, including the exigence or problem, persons involved, their relationships, location, speaker, audience, method, and institutions that provide context.
Minnesota Political Campaigns
This powerpoint describes the caucus and convention process of political communication in MN. Draws contrasts to models often taught on a strong primary model.
Local And National News Narratives Pentad 2
This is a brief overview of local versus national coverage of a Tom Delay. Developed from an NCA Conference paper
Dramatism Bg Revision
This document provides an overview of key concepts from communication theorist Kenneth Burke, including his views on language, motives, drama, identification, and the pentad. It discusses how Burke sees language as a strategic response to situations, and how motives guide human action. Burke's pentad framework analyzes any communication in terms of its act, scene, agent, agency, and purpose. The document also examines Burke's use of religious metaphors like "identification" and criticisms of his work.
More from Bradley Gangnon (20)
Social Judgment Theory Bg
- 1. Social Judgment Theory Griffen Ch. 14 2009.11.24
- 6. AIDS Ribbon in China