Ch. 1-13 FINAL EXAM Flashcards
4 essential elements of the SMCR model
Source - the encoder of the message. Message - meant to convey the sources meaning. Channel - which carries the message. Receiver - who decodes the message.
Five canons of rhetoric (IASMD)
- Invention: Finding ways to persuade.- Arrangement: Putting together the structure of a coherent argument.- Style: Presenting the argument to stir the emotions.- Memory: Speaking without having to prepare or memorize a speech.- Delivery: Making effective use of voice, gesture, etc.
6 strategies of the intensify/downplay model, also called Ranks models. (RAC ODC)
Intensification - Repetition, Association, Composition.Downplaying - Omission, Diverson, Confusion.
ELM
The elaboration-likelihood model
ELM two main routes
Central information processing route - receiver consciencely and directly focuses on the persuasive communication.Peripheral information processing route - the information may be processed almost instantly or just by the senses.Ex : Music playing
Rhetoric
What moves people
Aristotle’s definition of rhetoric
Ethos, logos, pathos.
Ethos, logos, pathos
E - Sources credibility.L - the idea of using logical or rational appeals.P - the use of the emotional appeals.
Ethos
First, persuasion dependent on a sources credibility, or ethos, which is why the testimonial is such an effective persuasive tactic in much advertising
Responsibility
Includes the elements of fulfilling duties and obligations, of being accountable to other individuals and groups, of adhering to agreed-upon standards, and of being accountable to one’s own conscious.
Persuasion
Persuasion consist of artistic and in artistic proofs. The persuader controls artistic proofs, such as the choice of evidence, the organization of the persuasion, style of delivery, and language choices.In artistic proof, includes things not controlled by the speaker, such as the occasion, the time allotted to the speaker, or things that bound persons to certain action, such as undeniable facts or statistics.
Intensification - Repetition, Association, Composition.
- Repetition-slogans, jingles, recurring examples or themes.- Association-linking a positive or negative valued idea to one’s persuasive advice.- Composition - graphic layout, design, typeface, and so on.
Downplaying - Omission, Diverson, Confusion.
- Omission - half truths, slanted or biased evidence.- Diversion - shifting attention to bogus issues, and so on.- Confusion - making things overly complex, using jargon, faulty logic, and so on.
Adaptation to the audience
Most persuaders seek to secure some kind of response from receivers. Persuaders must decide the ethical intermediate point between their own idea and it’s pure form and that idea modified to achieve maximum impact with the audience.
Ethical issues
Focus on value judgments concerning degrees of right and wrong, virtue and vice, and ethical obligations in human conduct.
Freedom versus responsibility tension
Might occur when we, as individuals, carry to an extreme the now traditional view that the best test of the soundness of our ideas is their ability to survive in the free and open public “marketplace” of ideas.
Going viral
Describe the rumors, controversial statements, and provocative photos or videos that are quickly picked up, rapidly spread, and widely diffused through blogs, email, and social network media such as YouTube and Twitter.
The golden rule
Persons familiar with the Christian religious tradition may think that the golden rule is unique to that religion. One interpretation of the golden rule is that we should only do specific actions to others if we would allow them to do the same specific actions to us.
The platinum rule
Do unto others as they themselves would have done unto you.
5 of Kenneth Burke pentad (ASAAP)
- Act - what is going on.- Scene - background.- Agent - main person.- Agency - how you get your message across.- Purpose - why you did it.
Coherence
Refers to the way the story hangs together and thus has meaning or impact.
Fidelity
Relates to whether it rings true with the hearers experience.
Deliberative discourse
Dealt with future policy, with special attention to the legislative and political realms.
Epidemic discourse
Treated present situations that were often ceremonial focusing on praise or blame.
Forensic discourse
Considered allegations of past wrongdoing in the legal arena
Quintilian’s ideal speaker was
The “good person speaking well” he established a public school of rhetoric in Rome in the first century A.D.
Attitude-behavior relationships
Researchers have frequently found low or no relationship between attitudes and behavioral change resulting from persuasive messages. For example, many smokers report that smoking is bad for their health and that may eventually kill them, but if you ask them whether they intended to stop, they may say no or maybe in the future. So our attitudes may be negative toward the dangers that behavior pose, but our attitudes toward the solutions to avert the dangers are negative, neutral, or so Weakly positive that we do not start a program to change our behavior.
Empirical
Refers to the practice of validating knowledge by experience or observation. Most empirical studies of persuasion use statistical methods to analyze experimental results, surveys of persuasive behaviors, or actual behaviors.
Implicit memories
Are those that affect people’s behaviors without deliberate intentions to behave in that way. Although measuring implicit attitudes has sometimes been problematic, it continues to be one of the more investigating areas in attitude change and behavior.
Mere exposure principal
The idea that repeated exposure to a stimulus results in more favorable evaluation of that stimulus. In other words, the more we are exposed to something, the more likely we are able to be favorable toward it.
Connotation
Refers to a private, metaphorical, emotional meaning for any concepts such as (profit) which for me means revenue that exceeds overall cost, but which for the crooked CEO may mean (the amount of money he or she can skim from overall revenue without it showing up on a financial statement.
Denotation
Refers to the common and shared meaning we all have for any concept, we all have similar meanings for the concept of (profit) versus loss, unless some scoundrel CEO redefines his or her definitions of the terms and calls profit (risk) or investment in the future and then chooses to use it to build a mentions for personal use or simply bezels it.
Metaphor
Is the most powerful, most persuasive, most memorable, and most likely to require truly artistic language creativity. A word or phrase literally detonating one kind of object or idea is used in place of another to suggest the likeliness (as in drowning in money)
Two key parts of metaphor
- tenor - or subject of the metaphor (Peace-loving).- vehicle - (Doves carrying olive branches). Or the means of embodiment or transmission of meaning.
Signification
the representation or conveying of meaning.an exact meaning or sense.
3 dimensions of language
- Functional dimension - the jobs that words can do. - Semantic dimension - the meanings for a word. - Thematic dimension - the feel and texture of words. Assonance and alliteration.
Alliteration
Is similar except that relies on the repetition of consonant’s, as in the familiar motto of the recycling movement, reuse, reduced, recycle.
Assonance
The repetition of vowels or vowel sounds-for example, the low moans of our own soldiers rolled across the battlefield like the grounds of the doomed.It beats it sweeps it cleans it. Hoover Vaccum
Syntax
Is defined as (the pattern or structure of the word order and sentence or phrases.) Word order can either alert or divert the reader/listener.
3 main functions of attitudes
Cognitive - This represents our thoughts, beliefs and ideas about something. Typically these come to light in generalities or stereotypes, such as ‘all teenagers are lazy,’ or ‘all babies are cute.’Affective - This component deals with feelings or emotions that are brought to the surface about something, such as fear or hate. Using our above example, someone might have the attitude that they hate teenagers because they are lazy or that they love all babies because they are cute.Behavioral functions -This can also be called the behavioral component and centers on individuals acting a certain way towards something, such as ‘we better keep those lazy teenagers out of the library,’ or ‘I cannot wait to kiss that baby.’
4 emotional appeals (process premises)
1 human needs, 2 human emotions, 3 attitudes, and 4 the psychic comfort or discomfort that normal people always feel over the decisions they make. They target psychological and motional processes that operate in most people. When we call them premises, we are referring to their uses as major enthymemes.
4 sources of dissonance
Loss of group prestige. Economic loss. Loss of personal proceeds. Uncertainty of prediction. Ex : NFL
5 Common Emotions (FGAPH)
Fear, guilt, anger, pride, happiness and joy
Cognitive dissonance theory
Predicts that when we experience psychological tension, or dissonance, we try to reduce it in someway instead of totally resolving the tension. We can change our attitudes a little, in moderate amount, a lot, or not at all.
Psychological dimensions of emotion
You feel a change in the way your body is responding to the situation. You feel your voice in timber, your face flush, and your facial expression change.
Prepotency
Weaker needs such as the need for self-respect, emerge only after stronger needs, like food or shelter, have been filled.
3 types of syllogisms (CDCA)
- Conditional syllogisms- Disjunctive syllogisms- Categorical Syllogisms
Conditional syllogism
Arguments using if/then reasoning. Like other syllogisms, they have a major premise, a minor premise, and a conclusion.
Validity syllogism
Refers to how well the syllogism conforms to the general rules of reasoning, and not to the true or false nature of the premise.
Disjunctive syllogism
Uses an either/or format. Consider this major premise of a disjunctive syllogism him. Either we reduce the deficit or we increased taxes. The premise is usually accompanied by some proof or evidence in minor premise, and the conclusion is then drawn.
Categorical syllogism
Deal with parts and holes, or sets and subsets, of events in which the major and minor premises both involve membership or nonmembership in one of two categories.
5 common fallacies (POHOPOUMST)
- The Post hoc fallacy- Ad Hominem - Ad Populum- The Undistributed Middle- The Straw person
The post hoc fallacy
Derives from the Latin meaning, after this, therefore because of this. As the translation implies, because one event follows another, the first event is assumed to be the cause of the second.
Ad Hominem
Meaning two or at the person, refers to any attack against an individual instead of against her or his position on the issues.
Ad Populum
Relies on whatever happens to be popular at the time. It is aimed at or to the populace or public opinion.
The Undistributed Middle
Can be defined as inferring that because an individual, group, or philosophy shares some aspects or attributes with another, it shares all other aspects or attributes. It occurs in most cases of what we call, guilt by association.
The Straw person
Sets of a week, or strong man, case that can be easily defeated. The persuader represents this case as the position of the other side in the debate, and then brings out key evidence and reasoning to defeat the bogus case, along with the opposition or opposing candidate.
6 elements of the Toulmin model
CDWBQR
Claim, data, warrant, backing, qualifier, and reservation
Claim
Is the proposition or premise that the persuader hopes will be believed, adopt it, or followed by the audience.
You should buy Tylenol
Data
The second part of the model, which is more simply stated as “evidence”. Data gives the receivers plausible reasons for following the advice of the claim.
Because most doctors recommend Tylenol
Warrant
Is the reasoning that demonstrates that the data do indeed support the claim, it explains the relationship between them.
Since doctors are experts on health
Backing
Is information that establishes the credibility of the reasoning or connection between data and claim
Because doctors have to go through extensive training to become experts
Qualifier
Limit the claim, thus allowing for the possibility that this is not a simple case of the either/or argument.
So you should presumably Tylenol
Reservation
Defined as a statement that specifies the conditions under which the war rant is valid. The reservation features words like “unless” or “only if there is a reason to believe that.”
Unless you are allergic to its active ingredient
7 types of reasoning
C2ER-E2CR-RFS-C2AR-RAC-DC-IR
Cause-to-effect reasoning. Effect-to-cause reasoning. Reasoning from symptoms. Criteria-to-application reasoning. Reasoning by analogy or comparison. Deductive reasoning. Inductive reasoning.
Cause-to-effect reasoning
For example, we rarely say, the ball was thrown, and the window was broken. Instead, we put the cause outfront and let it create the effect, we say Johnny through the ball and broke the window, and his parents punished him severely.
Effect-to-cause reasoning
Citing a set of effects and then concluding by identifying their cause. Maybe auto accidents are attributed to the driver using a cell phone while driving.
Reasoning from symptoms
Persuaders sometimes identify a series of symptoms or signs and then try to conclude something from them. Politicians site how much worse things are now than they were when their opponent took office.
Criteria-to-application reasoning
Sometimes persuaders establish a reasonable set of criteria for purchasing a product, voting for a candidate, or supporting a cause and then offer their product, candy, or cause as one that fits these criteria.
Reasoning by analogy or comparison
Sometimes persuaders use figurative or real analogies as their logical reason for some conclusion. In this form of reasoning, the persuader analysis and describes an issue, and an analogy is made comparing this issue with an example of a similar one or a figurative one. Example, people compare the Iraq war with the Vietnam War.
Deductive reasoning
Is reasoning from the general to the specific. For example, in a legislative body a persuader might support a bill or a motion by saying something like, the legislation before us is desperately needed to prevent the state budget from going into a deficit situation, and then providing the specifics that support or prove the conclusion.
Inductive reasoning
Get the specifics out on the table before bring up the generalized conclusion. For example, in the school bond case, the persuader might begin this way. “Many of you know that it cost over $60,000 just to run the athletic program.
Content promises
Premises relying on logical and analytical abilities are called
Evidence
The data on which a conclusion or judgment may be based
Proof
Enough evidence connected through reasoning to leave the majority of typical receivers to take or believe the persuaders advice
Reasoning
The use of reason to form conclusions, interferences, or judgments
Syllogism
Are forms of reasoning with a major premise, a minor premise, and a conclusion
Types of evidence
Statistics and testimonies
Statistics
One of the mainstays of logical precision is the use of statistics. We tend to believe statistics without questioning them simply because they seem specific and well researched.
Testimony
One problem with the use of testimonials is that the person testifying might not be providing accurate information.
3 Dimensions of source credibility
E-T-D
- Expertise
- Trustworthiness or sincerity
- Dynamism
Dynamism
Person has what it takes
Trustworthiness or sincerity
Early persuasion researchers at Yale first identified this factor in their attitude studies, concluding that the credibility of any source is tied to trust and confidence.
Expertise
Highly credible sources are perceived as having knowledge and especially experienced regarding the topic they address and therefore are credible.
Cultural images and myths
Defined as real or imagined narratives that illustrate a society’s values, and our value system, which is defined as the hierarchal network of believes and values that typify a culture.
6 cultural images and myths
WOR-PS-CTM-PC-VC-ER
- The wisdom of the rustic.
- Possibility of success
- The coming of the Messiah
- Presence of a conspiracy
- Value of a challenge
- The eternal return
The wisdom of the rustic
Simple common sense wins out
Possibility of success
Work hard enough and you’ll make it
The coming of the Messiah
We need a person to save us
Presence of a conspiracy
It’s all rigged (stock market)
Value of a challenge
Struggle for progress (pulling “an all nighter”)
The eternal return
Restore to how it was before
Cultural patterns
Stores that you are told as a little kid. The socially transmitted values, beliefs, institutions, behavioral patterns, and all other products and thought patterns of a society.
Value system
The hierarchy network of beliefs and values that typify a culture
8 nonverbal channels
FE-BC-P-PA-A-VF-TC-C
- Facial expression and eye behavior.
- Bodily communication
- Proxemics
- Physical appearance
- Artifacts
- Vocal features
- Tactile communication and have haptics
- Chronemics
Facial expression and eye behavior
The face is the most important source of nonverbal communication. Facial expression is familiar and readily notice, and subtle nuances and visual expression can greatly alter perceived meaning.
Bodily communication
How a person holds her or his body (tense or relaxed), and whether the person is moving about with the shoulders, hands, or head.
Proxemics
Is the fourth nonverbal channel. The people you can see from the corner of your eye. The distance between two or more individuals.
Physical appearance
Nose, ears, and lips, are generally considered unattractive. Everyone knows that appearance sends a message to interviewers.
Artifacts
Physical objects that are used in construction, display, and decoration of oneself or of a setting.
Vocal features
The meanings we deuce from the sound of a voice or other sounds like hesitation or heavy breathing-can affect the way we respond to persuaders messages.
Tactile communication and have haptics
Some of the more important nonverbal message carriers are the ways in which and the degree to which people touch one another or sense things communicated by the sense of touch.
Chronemics
Is the way we use time, such as being prompt, late, or long-winded.
Blocking behavior
People also use their bodies to invite or inhibit communication.
Dialect
Patterns and styles of pronunciation and usage, is also culture bound and often indicates an individual’s associate economic or regional background. We learn dialect culturally.
3 types of persuasive campaigns
PR-PE-ID
- Product oriented.
- Person or candidate oriented
- Idea or ideologically oriented.
4 stages of the communicative functions model
SWNE
- Surfacing stage- say you are running, get volunteers.
- Winnowing stage-get people excited.
- Nomination stage-person who survives the “winnowing stage”. Get everyone to come home.
- Election stage, the voting stage, ads on TV, debates.
5 stages of the social movements model
GSEMT
- Genesis stage-the beginning, a few people then many.
- Social unrest stage-many people.
- Enthusiastic mobilization stage-Stomp down, make or break stage.
- Maintenance stage-people start to move on, they die down.
- Termination stage-you achieve your goals or not.
The Yale five, stage development model
ID-LE-PA-PE-DI
- Identification - is defined as establishing a position in the minds of consumers, voters, and potential converts.
- Legitimacy - being considered a worthy, believable, and trustworthy brand, candidate, or cause.
- Participation - the recruitment and involvement of previously on committed persons.
- Penetration - the point at which a person, product, or idea has earned a meaningful share of the market, electorate, or other constituency.
- Distribution - the campaign or movements succeeding and rewarding supporters in someway.
5 forms of organization
TO-SP-CH-SI-MS
- Topic format -4 major types of fireworks
- Space format-region, north of Italy.
- Chronological format-time format.
- Stock issues format - need for change, plan to solve the need, plan meets the need.
- Motivated sequence format- Next flash card
Motivated sequence format
ANSVAC
- Attention -Get the attention of your audience using a detailed story, shocking example, dramatic statistic, quotations, etc.
- Need -Show how the topic applies to the psychological need of the audience members. The premise here is that audience needs are what motivates action. Go beyond establishing that there is a significant problem. There are many problems that are not particularly relevant to your audience. Show that the need will not go away by itself. Use statistics, examples, etc. Convince your audience that they each have a personal need to take action.
- Satisfaction -You need to solve the issue. Provide specific and viable solutions that individuals or communities can implement to solve the problem.
- Visualization -Tell the audience what will happen if the solution is implemented or does not take place. Be visual and detailed.
- Action -Tell the audience what action they can take personally to solve the problem.
Audience analysis
One of the best ways to learn about an audience is to listen to them when they persuade, because they will probably use the tactics in their persuasion that would seem convincing to them in the persuasion they receive. Look at the audiences patterns of processing information in terms of the elaboration likelihood model.
Audience demographics
Describe people in quantifiable terms of their shared attributes, their likes, dislikes, and habits, as well as age, gender, education, religious beliefs, and income.
4 needs for using media
SCDP
- Surveillance - the need to keep track of our daily physical and human environment-the events that can impinge on our lives like the price of gasoline.
- Curiosity - the need to discover and learn about previously unknown information that is not necessarily critical to our interests and daily lives which could possibly be important someday.
- Diversion - relief from boredom, which is a problem for many if not most persons at one time or another.
- Personal identity - our life goals, and the impact of certain events in an ever-changing in an networked world, so we turn to media to help us discover who we are, what we stand for, what we should strive for, what will make us feel satisfied with ourselves, and how we are living out our lives.
5 human communication innovations
SWPEI
- The spoken word -the first communication innovation in human history was the ability to speak and to symbolize.
- The written word -the development of the phonetic alphabet, which unlike the pictographs of the ancient Egypt or Chinese languages, is tied to speech sounds.
- The printed word - Johannes Gutenberg’s movable type and the printing press in the late 1400s.
- They electronic word -came into being in 1844 with the invention of the telegraph.
- The interactive and digital word - interactive media-messages speed up, have higher definition. Texting, YouTube.
