TEST 1 Flashcards
Briefly explain from where the study of persuasion originates
The formal study of persuasion traces its roots to the ancient Greeks and Romans.
Define “rhetoric.”
The ability to see the available means of persuasion
Who were the Sophists?
group of teachers, speakers, and philosophers who were paid to use rhetoric and teach what they knew
Why did their reputation diminish?
x
Who was Gorgias?
father of all sophists
How did he regard rhetoric?
He regarded the art of rhetoric superior to all arts
How did Plato’s explanation of rhetoric differ from the sophists?
Plato believed that rhetoric was used for selfish reasons and often immoral.
Explain how Aristotle’s view of rhetoric differed from Plato’s
Plato Belivied Rhetoric is a “knack…a part of some business that isn’t admirable at all.” Aristotle belived the faculty of observing in any given case the a available means of persuasion.”
List and define Cicero’s 5 canons of rhetoric
Invention Arrangement-Structure of Message Style-Language Choices Memory- Memorized Delivery- Body language. Etc.
Quintillian added one canon to Cicero’s list. What was it?
Must also be a good man as well as a good speaker
Why is O’Keefe reluctant to define persuasion?
Scholars differ on the definition of persuasion
6 Common Features of Paradigm Cases
Success-is embedded in the concept Goal- Intent- Free will- Effects- Persuasion-
How do Woodward and Denton define persuasion?
is the interactive process of preparing and presenting verbal or nonverbal messages to autonomous and often receptive individuals in order to alter or strengthen their attitudes, beliefs, and/or behaviors
Do they agree that all communication is persuasion?
believe most messages have a latent persuasive attempt but not all communication is persuasion.
List and define 3 types of communication
Pure Information: facts and data Pure Expression: desire to speak mind Pure Persuasion: having our ideas believed not merely spoken or understood
what does the statement “Persuasion is a love-hate relationship” mean?
x
What are 3 reasons to study persuasion
To enhance your knowledge and awareness of persuasive processes (Persuasion is everywhere: in science, the arts, our relationships) To become a more discerning consumer of persuasive messages To become a more effective persuader
What are 3 criticisms of the study and how might rhetoricians refute them
Learning persuasion fosters manipulation. The intent to persuade is an act of violence that is competitive and speaker centered Persuasion findings are inconsistent.
According to Aristotle, what is rhetoric?
the faculty of observing in any given case the a available means of persuasion.
Explain the difference between rhetoric and dialectic.
Rhetoric is the ability to see the available means of persuasion Dialectic is the art of philosophical disputation
rhetorical situation
is the context of a rhetorical event that consists of an issue, an audience, and a set of constraints
Define and explain the 3 divisions of oratory
Forensic = Past= Just/Unjust Epideictic =Present= Honorable/Shameful Deliberative=Future=Avantageous/Harmful
What were some of the commonalities Aristotle believed existed in audiences?
x
Artistic proofs
arguments that the speaker must invent: definition, comparison, relationships, circumstances, testimony, notation and conjugates.
ethos
refers to the credibility of the rhetor
initial credibility
the audience’s perception of speaker prior to persuasive act. This may be based on physical appearance or reputation for honesty, humor etc…
Derived credibility
the credibility gained during the speech. This may be the result of eye contact, gesture, sincerity, expertise etc…
Terminal credibility
the credibility the rhetor possesses at the end of the speech
pathos
Pathos refers to emotions or appeals to the passions.
logos
refers to logical appeals, appeals to rationality or intellect
Character
sincerity, trustworthiness, virtue and good will
Competence
knowledge about topic, intelligence, practical wisdom
enthymeme/syllogism
partial syllogism
5 basic topoi
Arguments as to degree, “more or less” Arguments of possibility vs. impossibility. Past fact: Did an event really occur? Future fact: Is something likely to occur? Size: Is something important or unimportant
According to Burke, what is rhetoric
Rhetoric is identification.
6 assumptions of Dramatism
All life is a drama. Ultimate terms are not stable Drama features human motives. Hierarchy is fundamental to human symbolism. Rhetoric promises transcendence. Rhetoric is fueled by the negative.
ultimate terms
words or phrases that were highly revered, widely accepted and powerful
God terms
carry blessings in society
Devil Terms
are perceived as detestable.
Charismatic terms
associated with something observable
Explain the guilt-redemption cycle
the way we ultimately purge ourselves of an ever-present, all-inclusive sense of guilt in public discourse.
What are the 5 elements of the Pentad?
Act: What was done? Scene: Where and when was the act performed? Agent: Who performed the act? Agency: How? What is the means or medium the agent used to do the deed? Purpose: Why? What was the purpose/goal?
What mistake do rhetorical critics often make when applying it?
Many critics misuse the pentad and simply apply the 5 elements
In general, what are consistency theories?
consistent theory is one that does not contain a contradiction
What are the 6 strategies we use to maintain consistency?
Denial Bolstering Differentiation Transcendence Modifying Communicating
What is Cognitive Dissonance Theory?
Sometimes called Post-Decision Theory because it focuses on the self-persuasion that occurs after a decision is made.
What factors affect the magnitude of dissonance?
The proportion of consonant and dissonant elements. How important the elements or issue is.
What are the relationships between decision salience and dissonance, reward/punishments and dissonance, and social acceptance and dissonance?
The more similar the choices, the less the dissonance. The more important the decision, the greater the dissonance. Decisions may be followed by regret, then dissonance reduction.
How is incentive/punishment related to attitude change?
x
What is selective exposure?
We seek/prefer supportive information.
Define elaboration.
issue related thinking
What are two types of persuasive processes according to ELT?
- Central—involves systematic thinking 2. Peripheral— involves cognitive shortcuts
What are ELT’s 5 postulates?
Correctness Elaboration continuum Multiple roles Trade off Attitude strength
What 2 factors affect receiver motivation?
Personal relevance Need for cognition
Receiver ability to process?
Distraction Prior knowledge (more knowledge higher ability to engage in elaboration)
attitudes
are the core concept in virtually all theories of persuasion. a learned predisposition to respond favorably or unfavorably toward some attitude object
Values
central, core ideas for how people conduct their lives (right or wrong)
Belief
Belief: building blocks of attitudes— what we know to be true–confidence in the truth of something (probable or improbable
How do we learn attitudes?
Through social interaction Through media Through direct exposure Through social comparison Through genetics
How do we measure them?
Self-report Observations Associations Behavior Physiological
Likert Scales
Likert Scales: offer a continuum of choices ranging from “strongly agree” to “strongly disagree” usually 5 or 7 point scales. ex:I would not mind having a homosexual friend.
Semantic-Differential
Scale is a series of bi-polar adjectives separated by spaces (usually 7).
visually-oriented scales.
Smiley Faces ex: doctor office
What are 4 problems with measuring attitudes using self-report scales?
Social Desirability Bias Non-Attitudes Acquiescence Bias Mindfulness
Explain other ways to measure attitudes
Observation: judge appearances Association: infer attitudes based on social membership or affiliation Observe Behavior Physiological Measures: skin response, pupil dilation
Inartistic proofs
quoting what others have said: laws, witnesses, contracts, or oaths.
