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Persuasion, week 6 study guide

by: Michelle Goldsborough

Persuasion, week 6 study guide STRC 2112

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Michelle Goldsborough

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Study guide for exam 1
Strategies and Tactics of Persuasion
Abbe Depretis
Study Guide
theories, Models, dual-processing, Elaboration-Likelihood, Plato, Aristotle
50 ?




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This 5 page Study Guide was uploaded by Michelle Goldsborough on Wednesday October 5, 2016. The Study Guide belongs to STRC 2112 at Temple University taught by Abbe Depretis in Fall 2016. Since its upload, it has received 236 views. For similar materials see Strategies and Tactics of Persuasion in Strategic Communication at Temple University.

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Date Created: 10/05/16
Persuasion week 6 lecture 2 Test Review Norms based approach-the norms of the culture rather than individual attitudes. An example would be peer-pressure Theory of reasoned action- attitudes and norms lead to behavioral intention, which leads to intention. Perceived Behavioral Control- the perception of the ease or difficulty of the particular behavior. It is linked to control beliefs, which refers to beliefs about the presence of factors that may facilitate or impede performance of the behavior. Narrative Paradigm- replaced the rational world paradigm- says that humans communicate through stories rather than logic. It tests probability and possibility. Is something likely and possible to happen? Heuristic systematic model- is similar to the ELM, the next item on this list, attempts to explain how people receive and process persuasive messages. The model states that individuals can process messages in one of two ways: heuristically or systematically. Heuristics are mental rules of thumb that are not the most accurate procedure, but often very useful for common situations. They are adaptive strategies that help us make decisions without using a lot of time up. Elaboration Likelihood model- (one of the dual-process models) the elaboration refers to the conscious scrutiny we use in making an evaluative judgment and requires both the motivation and the ability to process information. The central route- the receiver consciously and directly focuses on the persuasive communication When people use the celtral route it is clear that they are consciously engaged in thinking. The other side of the central route is the peripheral route of information processing, the receiver may process information instantly or with the senses. Anchor- core beliefs. If your anchor is the bible you have certain latitude of acceptance and you’ll go so far and say that is ok. You are willing to accept or negotiate things. Latitude of rejection is your end point when you say no I’m not ok with this. Boomerang Effect- you can go so far and continue to be persuasive but there’s a point when a person will no longer be persuaded and the information will come back to bite you or the audience will laugh. SMCR model- know what the letters stand for: (s) source, (m) message (c) channel, (r) receiver, and give an example and pick out which is which. Blackfish example: documentary might change our perspective verse a movie. Something on the internet verse a book- the channel. As receivers we interpret messages differently based on culture Agreement through silence- because you say nothing it is assumed you agree Simile- makes exact comparisons. Aristotle says this limits people and metaphors give the audience a wider range of possibilities. Enthymeme- you remove one or of the premises because they understand one of them. You may not say the major premise because they don’t need to be reminded. a syllogism-has a major premise, a minor premise, and a conclusion. EX: all men are mortal. Socrates is a man, Socrates is mortal. Persuasion- two way co-creation of meanings Citizen politican issue- does the citizen have the same ethical standards as a politician and should both be judged the same way. A politician has a different standard ethically than a civilian. What are the differences in ethical standards. Private public dimension- are the same ethical standards relevant for your private verse public stuff. What you say and do Past- present dimension- asks if you should be judged on things that happened in the past on the present. If you did something unethical in the past should you still be judged in the present if you don’t do it. Once or pattern issue- did something happen once or is it a consistent pattern of behavior Trivial or serious- how we judge the seriousness of something. Stealing a pack of gum verse money Cognitive Dissonance will NOT be on the exam Platos dialogic approach- dialogue is a two way street. His approach is philosophy and he is trying to get at the truth. Through constant searching you can get to truth. It comes from the Socratic method of constant question asking. Scotts Episteimic- the world has multiple meanings and perspectives. There is no truth because everyone has a different perspective on things. Truth can be stable but it changes. It’s not static. Map/teritoties/conceptions/concepts/ denotative and connotative meanings: Conceptions are unique and are the connotative meanings from each individual. Maps are the conceptions. We arbitrarily draw them to understand space and how the world is divided. Territories are the realities. The territory won’t change. The animal itself doesn’t change when we talk about it but we may each think about it differently. Everyone has a different picture of a dog in their head. The map is the way of thinking about it and the territory is the reality The Golden rule- treat others as you would want them to treat you The Platinum rule- treat others as they would treat themselves The sleeper effect- when the source of the message and the message itself disconnect and you still believe the message but you may not remember where it came from. Theory of Planned Behavior and Reasoned Action- Ajzen proposed a modification to the theory of reasoned action in his theory of planned behavior which maintains that theory of reasoned action is one type of theory of planned behavior. In theory of planned behavior he added a third factor, perceived behavioral control, the original theory of reasoned action- when people felt that they were in control of their behavior the theory worked well. During studies people actually felt little control. The theory of reasoned action suggests that stronger intentions lead to  increased effort to perform the behavior, which also increases the likelihood for  the behavior to be performed. Ajzen and Fishbein suggest two factors that  determine intention: attitudes and subjective norms. Expectancy values model- this is the theory of reasoned action which leads to the theory of planned behavior Cicero- the discovery or invention and arrangement of words Quintilian- all about the ethos or credibility of the speaker Burks Dramatism- life is a drama and we should look to motives to understand how identification or motivation is created. Pentad- the five elements. The act, agent, agency, scene, and purpose. Three dimensions of language Functional- what words do Semantic- the shape of the meaning of words. When we look up the meaning of a word The thematic- the texture and feel of a word. Bumpy: it remind you of bumps. It makes you feel something and the word itself sounds like it. Purposeful ambiguity- using vague turns so the most people can relate to you or place their own meanings on words. The scarcity principle-w. act now; the function of a certain pair of words together encourages us to act. Genres of rhetoric: 1. Deliberative: deals with the future. Thinking about creating for the future 2. Judicial: inacting laws 3. Epideictic: of the present and ceremony. Eulogies


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