Study Guide CRS 225 - M001
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This 2 page Study Guide was uploaded by Nia Gibson on Sunday April 17, 2016. The Study Guide belongs to CRS 225 - M001 at Syracuse University taught by L. Greenky in Fall 2015. Since its upload, it has received 33 views. For similar materials see Public Advocacy in Journalism and Mass Communications at Syracuse University.
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Date Created: 04/17/16
CRS 225 Midterm Exam Persuasion Theories You should have a clear understanding of each theory, be able to define each one, talk about who developed it and apply them to a situation. Resonance Theory: • Developed by Tony Schwarz • The meaning is derived from an interaction between the communication and its recipient • Resonance takes place when the communication evokes meaning in a listener or viewer • The traditional communication process is thus reversed. Narrative Theory Definition • Developed Walter Fischer • Distinguished between rational and narrative paradigm • rational paradigm focused on logical argument • narrative focused on the storylike elements of coherence and fidelity • Together, coherence and fidelity are the measures of a story’s truthfulness and humanity • coherence: internal consistency with characters acting in a reliable fashion: the story hangs together • fidelity: judgements about the credibility or truthfulness of a story Elaboration Likelihood Theory • Essentially a theory about the thinking processes that might occur when we attempt to change a person’s attitude though communication • Important concepts are central and peripheral processing which are determined by audience motivation and ability • motivation desire to attend to the message • ability refers to the ability to attend to the message • Central Processing “thinking route”; high motivation and ability • Peripheral Processing low motivation and ability
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