persuasion exam 2

reasoning

collective and continuing human transaction in which we present ideas or claims

claims

assertion that we hope to convince others to accept

evidence

“proof” to show the truth of stated claims

premises

statements of common knowledge used to support claims

arguments

claims plus evidence

syllogistic argument

consisting of two premises and a conclusion: major – general statement broad and without argument, minor – specific instance of general statement, conclusion – that which follows from the argument of two preceding statements

enthymeme

leaves out parts of the argument, so audience must fill missing piece

warrant

ground rules that connect evidence to claim

Toulminian logical pattern

major premise: warrant, minor premise: data, conclusion: claim

demonstration vs. argumentation

shows how something works through evidence, examples, process, etc based on facts and neutrality or convinces audience to have a viewpoint using emotional appeals

factual vs judgmental claims

argue the truth using veritable evidence or express moral and aesthetic evaluations.

fallacies

flaws in reasoning used to manipulate audience using emotion or distraction instead of evidence

shermen

argues that humans use motivated reasoning to confirm what they already believe and dismiss contradictory data

credibility

source credibility as believability – similarity to audience, trustworthiness… good character – Aristotle says persuader should make his character look right… rational/legal ideal of credibility – do they have the ability to be credible? can they set aside personal values to understand an event?

authority vs credibility

power or expertise vs trustworthiness and competence

sleeper effect

audiences remember the idea better than the source it came from

strategic dimensions of credibility

physical attractiveness, similarity to audience, audiences remember info regardless of source’s reliability

salient vs incidental beliefs

things important to us vs things less important to us. these change over time, though less than media leaves us to believe, reinforces our beliefs, experiences influence

beliefs and attitudes

what we personally “know” to be true or false, formed from beliefs and are knowledge structures that inform everyday life –stereotypes are a form of attitudes, they are learned, we develop through social interaction, directed towards an object

dimensions

likelihood we will accept of reject messages, cognitive focuses on our beliefs, affective focuses our attitude, behavior probability of consistent events

stimulus response theory

we learn what behavior is acceptable and are conditioned to understand it; we’ll pick sides we may get rewarded for choosing (luxurious car)

inoculation theory

a persuader who delivers a warning about a future message with conflicting info can make an audience immune to message’s persuasive effects

attribution theory

by analyzing broad situation (what’s the reason) of an action, we attribute a motive for behavior and we may or may not be persuaded (attractive person — money); we think more highly of ourselves than others (car swerve)

consistency theory

individuals are uncomfortable with inconsistent attitudes and work to reduce discrepancies between new info and present attitude, you will support the feeling you feel more strongly about

social judgement theory

anchor point of attitudes (strongest) latitude of acceptance (accept persuasion) latitude of rejection (persuasion failed) latitude of non-commitment (unmarked and easier to persuade)

induced discrepant behavior

the distance between new behavior performed and previous attitudes about the subject will reduce and make new easier to accept in the future

elaboration likelihood theory

looks carefully at arguments in message to determine if there’s a good reason to be persuaded, peripheral path is a shortcut where you can use special effects or an attractive person to persuade

cognitive dissonance

confusion as what to do if person is forced to do something contrary to their beliefs, they may change attitudes, less dissonance if punishment or reward threat is strong

fable

plot – unexpected, good game, excitement

characters

introduce morality, rivals, coaches, refs

diction

speech in describing sports (ace, dropshot)

melody

environment, action behind plot, music

thought

speeches

spectacle

mascots, jerseys

music

similar music taste fosters closer relationships, good mental health, base for people to share values, ethics, roles in relationships, holidays, driving, romantic “your song,” things surrounding the moment, background of many actions and behaviors