L8 - How can we change social behaviour? Flashcards
What are the two conceptions of mass media communication?
- Traditional - persuading the thinking man
- New conception - engaging with the talking nets
What is the traditional strategy of communication ?
Presenting a well-informed and well reasoned argument to an individual.
- Persuading a rational thinker to change his or her action
- compelling facts & arguments
BARRIERS:
- capturing attention. w/o attention can’t influence
- ensuring audience are motivated to process the message
- preventing the audience’s counter argument –> rebuttal
What does the yale communication paradigm propose?
That it’s one way communication.
sender –> message –> receiver(s)
What does the cognitive response paradigm propose?
1.5 way communication
receives don’t passively receive the information
sender–> message–> receiver thinks of arguments
THINKING SOCIETY.
What are some factors that produce bigger persuasion?
Source:
- attractiveness
- similarity
- credibility
message:
- repetition
- length
- strength
- circumventing their counter arguments
- self-relevance
What are the two routes to persuasion in the elaboration likelihood model?
- Central Route - deliberative processing of message. eg. strong argument.
Leads to more enduring changes and translated into behaviours. - Peripheral Route - snap judgements based on simple cues. eg. attractiveness.
Leads to transient changes, less likely to be translated to behaviours.
in order to take the central route, must have the ability and motivation to do so.
What does the theory of reasoned action or Planned Behaviour propose?
That behavioural beliefs, normative beliefs and beliefs about resources and opportunities hep predict intentions and thus behaviours.
How can you make a message self-relevant?
This is the key for engaging people, by facilitating or hindering self’s goals
(can be individual goals, or collective goals)
- tangible benefits or reduction of losses
- personal experience - they or people they’re close with had similar experiences
- talking with close others about the issue
how to circumvent counter-arguments?
- hide the intention to persuade –> people don’t get defensive. but sometimes spontaneous counter-arguments still happen
- present information w./o arguing –> use of narratives.
How have narratives been found to influence people?
People exposed to narratives are “transported” and decreases the audience’s counter argument and increases persuasion.
The more transportable people are, the more easily they are persuaded by ad campaigns.
Dialogic communication paradigm?
- two way communication
sender/receiver message sender/receiver.
produces group norms because everyone interacts with each other and sustains attitudes.
What does talking nets propose?
That interactions from the audience with further interaction partners influences their view.
As well as those interaction partner’s interaction partners.
thus creating a norm.
What are the potential benefits of talking nets?
- one public announcement can have a multiplier effect because many individuals will engage in the dissemination of information.
- If a person in one’s own social network engages in the info… people are more likely to
- attend to it
- be persuaded
- form or strengthen a descriptive norm
What are the potential barriers of talking nets?
even when many people are talking in favour of an idea, a SINGLE dissenting voice can destroy a positive effect.
- also inside the social network, will demand attention and is persuasive!!
What is a homogeous network?
networks that involve people who share similar views
What is a heterogeous network?
networks that involve people who have different views.
What happens when stereotype inconsistent information is presented?
when SI info is presented, it gets tossed around and asked about, as we try to make sense of it and get elaboration.
SC info gets grounded and understood very easily.
SI takes more time and disrupts convo
people also pay more attention to SI info bc it’s novel.
mimicry is also greater when people are being presented SC info than with SI info. supports the idea that SI info disrupts the interaction.
how does mimicry play a role in persuasiveness?
People who seem to be insync w/ u are more impressionable, and thus more persuasive.
found that when a computer avatar delivered a message about campus security, they were more agreeable if they mimicked the subjects’ head movements.
What is the method of serial reproduction?
simulating the transmission of info over communication chain!!
How does SI and SC information affect serial reproduction?
More SC information is carried through the communication chain.
SI info gets left out.
mostly seen in narration, but also discussion.
Why do people present SC information more?
- more socially connective, helps build relationship.
- more communicable, thus leading to more info diffusion
- SI information is informative but less socially connecting. could be challenged by others.
should we communicate informative info or connective info?
when with our friends, we want to be connective not informative.
(this can be seen in correlations)
What happens when people are told that their stereotypes were wrong?
This removed the bias of only communicating SC info.
thus people tended to communicate what they THOUGHT everyone agreed to.
if they don’t perceive everyone to hold the same stereotype, social connectivity of SC goes away.
what is a predictor of what people will talk about?
things that they know about.
things that are more on media = predicts how often they will talk about it
What is the advantage of a heterogenous network?
More likely to change views and be persuaded, more likely to process through central route!!
