Pratkanis and Aronson (ch. 5) describe
Four Key Stratagems that
underlie successful persuasion.
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Pre-persuasion: Taking control of the persuasive situation and
context in such a way that the rhetor can structure how the issues are framed and
how decisions will be judged.
-
Source Credibility: Insuring that communicators of the message are seen
favorably (seen as likable, trustworthy, authoritative, dynamic, etc.) by the
target audience for persuasion.
-
Message Design: Creating messages that focus the target audience's
attention and thoughts on the concepts that favor the persuasive goal and
only on those sorts of thoughts.
-
Emotions: Arousing emotional responses in the audience and
providing a way for the audience to respond to those emotions in a manner
that produces the desired outcome.
Fair, Deliberative Persuasion versus Propaganda:
Questions that determine what is propaganda.
-
Does the
communication method induce thoughts about the issue at hand
OR does it truncate
thought and play on prejudice?
-
How does
the communicator use emotion? -- to add energy to our thoughts and actions
on the issue OR to overwhelm our abilities to engage in thoughtful reflection?
For
Discussion on Friday (9/9/16):
Imagine you are
trying to persuade a rational individual and average, adult, taxpaying citizen.
For each persuasive topic/goal below, identify
-
the belief(s)
[i.e. "the facts"],
and
-
value(s)
[i.e. morals, what's right and wrong] and/or
-
motive(s)
[i.e. the audiences self-interests and desires] .
that should lead to a
favorable
attitude toward the topic/goal (below).
-
Support
for the death penalty.
-
Opposition to the death penalty.
-
Support
for including discussions on the use of birth control in high school
health classes.
-
Opposition to including discussions on the use of birth control in high
school health classes.
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