Transcript WHAT IS PERSUASION

WHAT IS PERSUASION ?
• using coercion or force to produce an
effect?
• using tools to produce x effect in an
audience?
• using symbols to induce action ?
• motivating a sense of identification to
produce action?
EARLY PERSUASION
THEORIES
• …focussed on rhetoric
• PERSUASION TODAY includes ...
• advertising
• movements
• organisational identification practices
ARISTOTLE
• 3 persuasion types: Deliberative
Forensic
Epideictic
• PERSUADERS USE PROOF
• Inartistic (controlled by the situation eg
photos, statistics)
• Artistic (invented/created by the persuader)
• Ethos
Pathos
Logos
CICERO’S THEORY OF
STASIS
•
•
•
•
•
•
3 KEY STASIS (clash points) :
DEFINITION OF A FACT/VALUE
EXISTENCE
QUALITY
STYLE
Plain
Middle
Grand
5 CANONS OF RHETORIC
•
•
•
•
•
Invention
Arrangement
Style
Delivery
Memory
• “Persuasion > Speech”
SEMIOTICS
• Words
Signs
Signals
• “The map is not the territory”
• CODES
• Code Confusion
• “Differance”
Symbols
Audience-Oriented Persuasion
Theories
• Cognitive Dissonance Theory
(Leon Festlinger, 1957)
• - Balance
• Elaboration Likelihood Model
(Pettey and Cacioppo 1986)
• - central/peripheral
More audience-related theories
• Social Construction of Reality
(Peter L Berger et al, 1966)
• opinions = product of interaction with
society
• Symbolic Convergence Theory
(Ernest Bormann 1985)
• Fantasies/rhetorical vision
MEDIA THEORIES
•
•
•
•
•
One-shot Model
Two-Step Flow of Information
Uses and Gratification
Cultivation Analysis
Agenda Setting (power source/medium)
ETHICS OF PERSUASION
•
•
•
•
•
•
•
Coercion
Violence
Deception
Access
Oppression
Privacy
Conflict of Interest
ETHICAL DECISION MAKING
•
•
•
•
•
APPROACHES AND STANDARDS
Categorical Imperative (Kant) Universal
Utilitarian Principle (Mill) Situational
Constitution of a country
Johannesen’s ethical standards
political/human-nature/dialogical
• Theoretic discourse/Practical discourse
(Habermas 1973)
Think about ...
•
•
•
•
•
•
•
Visual Images and Ethics
Political Persuasion
Advertising
Organizational Advocacy
Journalism
Ethical Communication
Ethics and Audience Members