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Message Design – Organization
Individual messages (or sometimes groups of related messages) should each be
designed to accomplish a specific purposes/goal. usually this goal
is a (small) step toward getting the audience (or a specfic segment of
your audience) to the final goal of your campaign.
a. Goals and Theses (C.I.) should fit the audience!! Possible
goals include:
i. create uncertainty
ii. reduce resistance
iii. change attitude
iv. amplify attitude (create 2nd order communicators)
v. gain behavior
b. Use Audience analysis to design messages (see handout on the "General Adaptation
Model")
i. Select sources (use theory and reference groups)
ii. Use rational model for base messages
iii. Make adaptations for peripheral route issues
iv. Consider behavioral expectations
v. Consider including counter-arguments and refutation
c. Message (Speech) Organization
i. Normal thinking pattern –
Problem-Solution
(1) attention
(2) need
(3) solution
(4) visualization
(5) evaluation (dealing with objections)
(6) (action)
ii.
The Motivated Sequence (Monroe)
(1) attention
(2) need
(a) state it
(b) illustrate it
(c) reinforce it
(d) link it to receivers
(3) satisfaction (note
rules for fear appeals)
(a) state clearly the belief or action receivers should adopt
(b) explain
(c) demonstrate it theoretically AND esp. practically
(d) meet objections
(4) call for (specific) action
(directions)
iii. Pro - Con
(1) be fair
(2) carefully refute
opponents
(3) consider
primacy-recency
(a) when attitude structure is low (lack of knowledge or
undecidedness in the audience,, go pro first
(b) if you can gain public commitment early, go pro first
(c) go pro first, if audience agrees with you
iv. One side or two?
(a) 2 sides for a knowledgeable audience - familiar issue
(b) 1 side if audience is already on your side (and won't hear
opponents)
(c)
2 sides if audience is opposed -- mention opposition
arguments early
(d)
be sure you critique opposition in 2 sided messages
v. Inspirational
(1) attention
(2) establish audience character- value relationship/identity
(3) illustrate need for a response in relation to value identity
(4) present directions for action
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Last updated 3/15/2010