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Persuasion week 1 lecture 3

by: Michelle Goldsborough

Persuasion week 1 lecture 3 STRC 2112

Marketplace > Temple University > Strategic Communication > STRC 2112 > Persuasion week 1 lecture 3
Michelle Goldsborough

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About this Document

These notes cover the third lecture of class for week one of persuasion
Strategies and Tactics of Persuasion
Abbe Depretis
Class Notes
Philosopy, pathos, logos, ethos, Greek, terms
25 ?




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This 2 page Class Notes was uploaded by Michelle Goldsborough on Friday September 2, 2016. The Class Notes belongs to STRC 2112 at Temple University taught by Abbe Depretis in Fall 2016. Since its upload, it has received 46 views. For similar materials see Strategies and Tactics of Persuasion in Strategic Communication at Temple University.

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Date Created: 09/02/16
Persuasion Week 1, Lecture 3 Chapter 1: Persuasion in Today’s Changing World Themes of the book: individual as both persuader and persuade, the degree to which interactive media in which the receiver is able to actively participate, influence, and move us to action, the degree to which our culture reflects increasing cultural diversity, the increasing presence of various kinds of propaganda in recent times, the degree to which we humans process these massive chunks of info, the degree to which we mentally elaborate on and store the important information that we process Our changing persuasive world: we are involved in a sea of info, overall messages of persuasion come in bits, receivers have to assemble or co-create the persuasion, there is increasing cultural diversity Key Characteristics of Propaganda- it is ideological, it uses mass media to spread its belief system, it conceals things-the source of the message, the goal of the source, the other side, techniques used, the result, it aims at uniformity of belief and behavior based on emotion and fear and how fear can serve as an emotional persuasive tool -With increase of persuasive messages, we are also experiencing a crisis in personal and public ethics -We have recently faced almost unprecedented lying and unethical decision-making -New media-especially the Internet and digital formats-have resulted in a whole new game of social “monopoly” Aspects of Persuasion -Persuasion occurs in a multi-cultural world and comes as a protection to double-speak or if someone is deceptive it is a defense. -It works in different ways for different people Argument fallacies-fake arguments Aristotle- taught by Plato who was taught by Socrates -The ancient Greek swere among the first democracies to systematize the use of persuasion, calling it “rhetoric” -artisitic: exhists within the speech itself -inartistic: who created it, when, etc. everything that exhists outside. Context is inartistic -ethos, pathos, logos- artisitic proofs. -ethos deals with ethics -3 C’s of ethos: credibility-how qualified the speaker is to talk, charisma-your passion for the topic, character-whether or not you are a good person and have the best interests of the audience at heart -pathos: emotion -logos: logic- if a = b -common ground and enthymemes: a lot of times our argument relies on common ground. When we use logical argument that rely on common ground it’s called an enthymeme. It relies on common sense or an obvious understand Cicero’s Definition of Persuasion - Cicero and the five elements of persuasive speaking: 1. Inventing or discovering the evidence and arguments 2. Organizing them 3. Styling them artistically 4. Memorizing them 5. Delivering them Discovering-found Invent-create Definition from the text: It is “the process of dramatic co-createion by sources and receivers of a state of identification through the use of verbal and or visual symbols Elaboration Likelihood Model (ELM) - Two channels of processing: o In the central information processing route, the receiver consciously and directly focuses on the persuasive communication o In peripheral information processing route the information may be processed almost instantly or just by the senses


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