CMN112 FINAL

Authority

legitimacy; compliance to receive an award or punishment
don't need to be credible to have authority; have authority to be credible

Expertise

conferred by credentials
inferred from knowledge

Trustworthiness

inferred by behaviors (individuals)
conferred by status, history (industry)
inferred by actions (industry)

Goodwill

appearing to have the best interest in mind for the audience

Charisma

Authority, Credibility, Social Attractiveness

Knowledge Bias

when a speaker is not as credible because they do not have the knowledge of the what it is like to experience the other side of the argument
EX: smoker vs. non smoker arguing that smoking is bad for you; non-smoker has knowledge bias

Reporting Bias

when a speaker just tells the listener what they want to hear; only reporting the good stuff

Subliminal Myth

Subliminal Messaging does not really work because messages need to be received on a conscious level to have an effect. Not enough evidence to prove that it works

Placebo Effects

Placebo effects can be a reason why people perceive subliminal messaging to work. Subliminal messaging works when they expect it to work which is a placebo effect.

Classical Conditioning

priming receivers to have as strong response towards a neutral stimulus
example: smoking and then showing someone dying of smoking

Semiotics

study of symbols and signs
create association with product/message with a symbol to create positive feelings

Mere Exposure

repeated exposure to a message creates familiarity and liking, easier to process and creates credibility --> more persuasive
reputation can't change negative thoughts so works best on a neutral stance
forms attitudes; not change

Message Sidedness (Structure of a Message)

most effective is having both sides of the argument and then refuting one of them
having only one side is affective when the audiences' beliefs are strong; reinforcing them

Conclusion Drawing (Structure of a Message)

Explicit: tell listener exactly what they need to do
Implicit: let the reader come to the conclusion themselves

Order of Presentation (Structure of a Message)

remember the first and last content presented the most

Evidence (Content of a Message)

factual statements, quantitative information, opinions advanced by credible sources
combined with narrative can be centrally persuasive

Narrative (Content of a Message)

symbolic representation of events; uses pathos mostly; helps readers peripherally care (short-term changes)
transportation: immersing the reader into the story = more emotionally involved
identification: reader being able to identify with the story = more emotionally involved

Framing

using different wording to frame a message to be negative or positive

Language Intensity

using metaphors, vivid language, descriptive wording

Language Speed

Fast speaking is typically perceived as more persuasive; more competent and knowledgeable
Slow speed is meant for when you want to appear more sympathetic and kind

Language Power

powerful language vs. unpowerful
powerful more persuasive but can be bad if it threatens our need for free will and autonomy (can't be degrading)

Claim (Argument)

what you are trying to prove
we should lift covid-19 restrictions

Support (Argument)

materials used to convince that the claim is sound
people can go out of the population to get herd immunity

Warrant (Argument)

supporting soundness of the relationship between support and claim
ex: do this, then results in that; Herd Immunity happens when the majority of a certain population becomes immune to the disease

Hasty Generalization

jumping to conclusions
seeing one instance doesn't mean you should generalize that to the entire population

Communication Accommodation Theory

adjusting delivery to accommodate to the audience; adjusting speed, intensity, power, etc.

Activation Model of Information Exposure (AMIE)

will seek to satisfy the need for stimulation and information when attending to a message before they seek to fulfill their need for information alone.
having arousing and informative messages makes readers pay more attention = more persuasive
having just information alone can make reader not pay too much attention compared to when it is stimulating
people will continue to engage with what they want to as long as arousal is consistent with the desired level

Message Sensation Value (MSV)

messages that are dense in content, auditory, and visual

Extended Parallel Process Model (EPPM)

Severity
Susceptibility
Self Efficacy
Report Efficacy

Fear Control

when threat is high and efficacy is low --> likely to flee = not persuasive

Danger Control

when threat and efficacy is high --> more likely to carry out the behavior to avoid danger = persuasive

Guilt

damages self image

Altruism

helps self image; helping someone else even if it means it'll hurt us

Communication Campaigns Definition

purposive attempts to
persuade
motivate behavior changes
in well-defined, large audience
through organized communication involving mass media and internet
for non commercial benefits

Steps of Communication Campaigns

Problem Identification
Problem Analysis
Goal Setting
Audience (how to reach them)
Message Development (strategy)
Implementation
Evaluation

Theoretical Perspective of Communication Campaigns

change occurs gradually in stages and messages must clear any hurdles

Social Currency

clout
information gets passed on if it makes people look good, feel special, or feel like an insider

Super Diffusers

influencers that help spread the message as they have many people in their social network; bridging different social networks

Persuasion (Perloff)

SYMBOLIC PROCESS in which communicators try to CONVINCE people to CHANGE their own ATTITUDES and BEHAVIORS regarding an issue through the TRANSMISSION OF A MESSAGE in an atmosphere of FREE CHOICE

Two Dimensions of Human Emotions

Valence: whether the message is good or bad
Arousal: physiological responses

The Four Ps

product
placement
price
promotion

Hypocrisy Induction

pointing out the cognitive dissonance in the message to create guilt

Foot-in-the-Door

small request then ask for actual, bigger request

Door-in-the-Face

big request then ask for actual, smaller request

Tool (Function Triad)

increases capability
making target behavior easier to do
leading people through a process
performing calculations or measurements that motivates

Medium (Function Triad)

provides experience
allowing people to explore cause and effect relationships
providing people with vicarious experiences that motivates
helping people rehearse a behavior

Social Actor (Functional Triad)

creates relationship
reward with positive feedback
modeling a target behavior/attitude
providing social support

Goal of Communication Campaigns

increase knowledge
change attitude
change/reinforce behavior