DC Speech Chapter 13 Persuasive Speaking

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11 Terms

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Persuasion

The process of creating, reinforcing, or changing people’s beliefs or actions

  • Information + Change = Persuasion = Everyday Life!

    • but Seen as manipulative or power-driven

  • Emphasizes: Audience choice (attempt not always success)

    • Active mental dialogue

    • Ethical speaker

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Three Goals of Persuasion

— Scale: -3 (Strong Disagreement, Impossible Persuasion) to +3 (Already a Win)

  1. Creating: 0 → +2

  2. Reinforcing: 2+ → +3

  3. Changing: - → +

  • Think or Do Speech?

    • Argue for a clear reasonable, specific positive phrase

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Target Audience

  1. Likely receptive people

  2. Keep in mind the rest

  • Research audience’s knowledge + attitude

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Difficulty of Persuasion

Change = Stress + Undesirable

  • Selective Exposure: Protects beliefs

    • Cognitive Dissonance: Confronting conflicting info → discomfort + need to relieve it

      • Builds Counter Arguments

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Solutions to Difficulty of Persuasion

  • Reasonable Proposition = Movements in Increments

  • Counterarguments: No insults + evidence of counters

  •  Stress Benefits: Rewards of Change

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  • Traditional Views if Persuasion

Aristotle—

  • Logos: Structured Evidence + Arguments

  • Ethos: Perceived traits (credentials + trustworthiness)

    • Aristotle: Actual traits

  • Pathos: Maslow’s Hierarchy

    • Positive emotions > Fear

    • Aristotle: Purely used audience emotions

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Constructing Speech

  1. Formulate good proposition

  2. Build Speech around proposition

  3. Build with quality evidence

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Types of Propositions

  1. Fact

  2. Definition

  3. Value: better than another

  4. Policy: “should”

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Organizational Structures

Fact: Topical 2-4 discrete arguments

  • Strongest Argument Last = Climax

Value: Define 2-4 supporting arguments

  • Refutation

Policy: Problem-(Cause)-Solution

Monroe’s Motivated Sequence: Attention

  • Need

  • Satisfaction

  • Visualization

  • Action

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Building With Evidence

  • Perceived credibility + new

  • Cited, context, relevant, up-to-date

  • Visual aids

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  • Embrace persuasion in yr life

    • Choose topic you’ve committed to