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COMM 315 > TEST 1 > Flashcards

TEST 1 Flashcards

1
Q

Briefly explain from where the study of persuasion originates

A

The formal study of persuasion traces its roots to the ancient Greeks and Romans.

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2
Q

Define “rhetoric.”

A

The ability to see the available means of persuasion

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3
Q

Who were the Sophists?

A

group of teachers, speakers, and philosophers who were paid to use rhetoric and teach what they knew

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4
Q

Why did their reputation diminish?

A

x

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5
Q

Who was Gorgias?

A

father of all sophists

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6
Q

How did he regard rhetoric?

A

He regarded the art of rhetoric superior to all arts

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7
Q

How did Plato’s explanation of rhetoric differ from the sophists?

A

Plato believed that rhetoric was used for selfish reasons and often immoral.

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8
Q

Explain how Aristotle’s view of rhetoric differed from Plato’s

A

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.”

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9
Q

List and define Cicero’s 5 canons of rhetoric

A

Invention Arrangement-Structure of Message Style-Language Choices Memory- Memorized Delivery- Body language. Etc.

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10
Q

Quintillian added one canon to Cicero’s list. What was it?

A

Must also be a good man as well as a good speaker

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11
Q

Why is O’Keefe reluctant to define persuasion?

A

Scholars differ on the definition of persuasion

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12
Q

6 Common Features of Paradigm Cases

A

Success-is embedded in the concept Goal- Intent- Free will- Effects- Persuasion-

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13
Q

How do Woodward and Denton define persuasion?

A

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

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14
Q

Do they agree that all communication is persuasion?

A

believe most messages have a latent persuasive attempt but not all communication is persuasion.

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15
Q

List and define 3 types of communication

A

Pure Information: facts and data Pure Expression: desire to speak mind Pure Persuasion: having our ideas believed not merely spoken or understood

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16
Q

what does the statement “Persuasion is a love-hate relationship” mean?

A

x

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17
Q

What are 3 reasons to study persuasion

A

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

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18
Q

What are 3 criticisms of the study and how might rhetoricians refute them

A

Learning persuasion fosters manipulation. The intent to persuade is an act of violence that is competitive and speaker centered Persuasion findings are inconsistent.

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19
Q

According to Aristotle, what is rhetoric?

A

the faculty of observing in any given case the a available means of persuasion.

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20
Q

Explain the difference between rhetoric and dialectic.

A

Rhetoric is the ability to see the available means of persuasion Dialectic is the art of philosophical disputation

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21
Q

rhetorical situation

A

is the context of a rhetorical event that consists of an issue, an audience, and a set of constraints

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22
Q

Define and explain the 3 divisions of oratory

A

Forensic = Past= Just/Unjust Epideictic =Present= Honorable/Shameful Deliberative=Future=Avantageous/Harmful

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23
Q

What were some of the commonalities Aristotle believed existed in audiences?

A

x

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24
Q

Artistic proofs

A

arguments that the speaker must invent: definition, comparison, relationships, circumstances, testimony, notation and conjugates.

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25
Q

ethos

A

refers to the credibility of the rhetor

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26
Q

initial credibility

A

the audience’s perception of speaker prior to persuasive act. This may be based on physical appearance or reputation for honesty, humor etc…

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27
Q

Derived credibility

A

the credibility gained during the speech. This may be the result of eye contact, gesture, sincerity, expertise etc…

28
Q

Terminal credibility

A

the credibility the rhetor possesses at the end of the speech

29
Q

pathos

A

Pathos refers to emotions or appeals to the passions.

30
Q

logos

A

refers to logical appeals, appeals to rationality or intellect

31
Q

Character

A

sincerity, trustworthiness, virtue and good will

32
Q

Competence

A

knowledge about topic, intelligence, practical wisdom

33
Q

enthymeme/syllogism

A

partial syllogism

34
Q

5 basic topoi

A

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

35
Q

According to Burke, what is rhetoric

A

Rhetoric is identification.

36
Q

6 assumptions of Dramatism

A

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.

37
Q

ultimate terms

A

words or phrases that were highly revered, widely accepted and powerful

38
Q

God terms

A

carry blessings in society

39
Q

Devil Terms

A

are perceived as detestable.

40
Q

Charismatic terms

A

associated with something observable

41
Q

Explain the guilt-redemption cycle

A

the way we ultimately purge ourselves of an ever-present, all-inclusive sense of guilt in public discourse.

42
Q

What are the 5 elements of the Pentad?

A

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?

43
Q

What mistake do rhetorical critics often make when applying it?

A

Many critics misuse the pentad and simply apply the 5 elements

44
Q

In general, what are consistency theories?

A

consistent theory is one that does not contain a contradiction

45
Q

What are the 6 strategies we use to maintain consistency?

A

Denial Bolstering Differentiation Transcendence Modifying Communicating

46
Q

What is Cognitive Dissonance Theory?

A

Sometimes called Post-Decision Theory because it focuses on the self-persuasion that occurs after a decision is made.

47
Q

What factors affect the magnitude of dissonance?

A

The proportion of consonant and dissonant elements. How important the elements or issue is.

48
Q

What are the relationships between decision salience and dissonance, reward/punishments and dissonance, and social acceptance and dissonance?

A

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.

49
Q

How is incentive/punishment related to attitude change?

A

x

50
Q

What is selective exposure?

A

We seek/prefer supportive information.

51
Q

Define elaboration.

A

issue related thinking

52
Q

What are two types of persuasive processes according to ELT?

A
  1. Central—involves systematic thinking 2. Peripheral— involves cognitive shortcuts
53
Q

What are ELT’s 5 postulates?

A

Correctness Elaboration continuum Multiple roles Trade off Attitude strength

54
Q

What 2 factors affect receiver motivation?

A

Personal relevance Need for cognition

55
Q

Receiver ability to process?

A

Distraction Prior knowledge (more knowledge higher ability to engage in elaboration)

56
Q

attitudes

A

are the core concept in virtually all theories of persuasion. a learned predisposition to respond favorably or unfavorably toward some attitude object

57
Q

Values

A

central, core ideas for how people conduct their lives (right or wrong)

58
Q

Belief

A

Belief: building blocks of attitudes— what we know to be true–confidence in the truth of something (probable or improbable

59
Q

How do we learn attitudes?

A

Through social interaction Through media Through direct exposure Through social comparison Through genetics

60
Q

How do we measure them?

A

Self-report Observations Associations Behavior Physiological

61
Q

Likert Scales

A

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.

62
Q

Semantic-Differential

A

Scale is a series of bi-polar adjectives separated by spaces (usually 7).

63
Q

visually-oriented scales.

A

Smiley Faces ex: doctor office

64
Q

What are 4 problems with measuring attitudes using self-report scales?

A

Social Desirability Bias Non-Attitudes Acquiescence Bias Mindfulness

65
Q

Explain other ways to measure attitudes

A

Observation: judge appearances Association: infer attitudes based on social membership or affiliation Observe Behavior Physiological Measures: skin response, pupil dilation

66
Q

Inartistic proofs

A

quoting what others have said: laws, witnesses, contracts, or oaths.

COMM 315 (3 decks)

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