Chapter 3:Chapter 3:

Mass Communication,Mass Communication,Propaganda, and Propaganda, and

PersuasionPersuasion

Routes to PersuasionRoutes to Persuasion

Central Central PeripheralPeripheral Few appeals use one route or Few appeals use one route or

the other exclusivelythe other exclusively http://seattletimes.nwsource.com/html/http://seattletimes.nwsource.com/html/

localnews/2011855814_jail14m.htmllocalnews/2011855814_jail14m.html

Key factors in effectiveness Key factors in effectiveness of communicationof communication

1. Source of communication 1. Source of communication

2. Nature of communication2. Nature of communication

3. Characteristics of the Audience3. Characteristics of the Audience

Source of the CommunicationSource of the Communication

Expert and trustworthy.Expert and trustworthy. Attractiveness.Attractiveness. Communicator argues against their own Communicator argues against their own

self-interest.self-interest. Audience believes the communicator is Audience believes the communicator is

not trying to influence them.not trying to influence them. If we like and identify – likely to be If we like and identify – likely to be

influenced.influenced.

Nature of the CommunicationNature of the Communication

Compelled by fear – fear arousing with Compelled by fear – fear arousing with specific instructions more likely to change specific instructions more likely to change behavior. But – if behavior is too threatening, behavior. But – if behavior is too threatening, avoided.avoided.

Statistics vs. personal examples – vivid Statistics vs. personal examples – vivid powerfulpowerful

One-sided vs. two-sided arguments – One-sided vs. two-sided arguments – audience position and informed-nessaudience position and informed-ness

Order of presentation of arguments – primacy Order of presentation of arguments – primacy and recency (next slide) and recency (next slide)

Relationship between credibility of Relationship between credibility of communicator, discrepancy of views with communicator, discrepancy of views with audience, and persuasion. audience, and persuasion.

Primacy and Recency Primacy and Recency EffectsEffects

PrimacyPrimacy

Most evident when statements are back to Most evident when statements are back to back back

and behavior change follows a time gapand behavior change follows a time gap RecencyRecency

Most evident when enough time Most evident when enough time separates the two messages and separates the two messages and audience commits soon after the second audience commits soon after the second message.message.

Characteristics of the AudienceCharacteristics of the Audience

Self EsteemSelf Esteem Higher less persuadable, more likely to act Higher less persuadable, more likely to act

quickly in fear situationquickly in fear situation Prior ExperiencePrior Experience

Happy and well fedHappy and well fed Don’t want to be led aroundDon’t want to be led around Counter arguments on the spotCounter arguments on the spot

Discrepant views, one or two sided Discrepant views, one or two sided arguments.arguments.

Cognitive Dissonance Cognitive Dissonance and Persuasionand Persuasion

If message of the communicator is If message of the communicator is inconsistent with the audience, inconsistent with the audience, persuasion depends on…persuasion depends on… Size of the discrepancy Size of the discrepancy Communicator variables (trustworthiness Communicator variables (trustworthiness

– can the communicator be changed or – can the communicator be changed or derided?)derided?)

Other audience responsesOther audience responses Innoculation/ability to develop arguments Innoculation/ability to develop arguments

in oppositionin opposition

A few social influence A few social influence tactics…tactics…

Multiple RequestsMultiple RequestsFoot-in-the-door – small Foot-in-the-door – small request at first to largerrequest at first to larger

Door-in-the-Face – large Door-in-the-Face – large request to smallrequest to small

That’s Not All! -- add That’s Not All! -- add incentivesincentives

Your Persuasion Toolbag

1. How do you go about persuading others?

2. How do others try to persuade you?

3. Which attempts are effective? Why?

Prevention, Intervention or Prevention, Intervention or Treatment?Treatment?

Primary prevention: Efforts targeting a Primary prevention: Efforts targeting a broad group, not necessarily at risk.broad group, not necessarily at risk.

Secondary prevention: Efforts targeting Secondary prevention: Efforts targeting a particular risk group.a particular risk group.

Tertiary prevention: Efforts targeting Tertiary prevention: Efforts targeting people with the problem designed to people with the problem designed to reduce relapse or mitigate the negative reduce relapse or mitigate the negative consequences of the problem.consequences of the problem.

What might you prevent?What might you prevent?

Driving While TextingDriving While Texting Health problemsHealth problems BurnoutBurnout ViolenceViolence Eating disorders, unhealthy eating Eating disorders, unhealthy eating

habitshabits Your ideas?Your ideas?