Using Audience Analysis – Social Bases of Persuasion

 

  A.      Sources of Social Persuasion - At multiple points in a persuasive campaign persuaders should emphasize several of the following:

 

1.      Social Proof - judging actions to take on the basis of what others do (e.g. bandwagon, IEM, reference group "endorsement")

 

2.      Authority - judging actions to take on the basis of what authority figures say

 

3.      Identification between persuader/campaign and receivers – building UNITY with others

1.      Show Similarity

2.      Emphasize Shared experience

3.      Make Visible Shared values and beliefs

 

  B.      Commonplaces – widely shared cultural beliefs, values and schemata

If you can link your persuasive arguments/messages to these beliefs and values, the effectiveness of your persuasive efforts will likely increase. 

1.      American cultural beliefs and values  (Steele and Redding)

• Puritan & Pioneer Morality (honesty, simplicity, cooperation, self discipline, courage, orderliness, personal responsibility, rugged individualism)

• The value of the individual

• Achievement and success

• Change and progress

• Ethical equality and equal opportunity

• Effort and optimism (things will work out, hard work pays off)

• Efficiency, practicality

• Rejection of authority

• Science and secular rationality

• Sociality (be nice, get along)

• Material comfort

• Quantification (bigger is better)

• External conformity (demonstrates sociality)

• Humor (demonstrates sociality

• Generosity and considerateness (pioneer ethic)

• Patriotism

 

2.      Audience Specific Norms (e.g. NRA, Farmers, Teachers, etc. )

 

Audience Types

(The Source's Credibility and Attitude Similarity with the Audience)

(This assumes the source is sincere in his/her advocacy.)

 

A.      High Credibility - High Agreement - preaching to the choir

1.      Will gain high attention usually (e.g. a political convention)

2.      Reinforcement is still useful for these groups

3.      Seek action and second order communicators from this audience

 

B.      High Credibility - Low Agreement

1.      Spend time building identification between source and audience, OR

2.      Make the best case possible because at least they’ll listen and maybe yield

 

C.      Low Credibility - High Agreement

1.      The boomerang effect is a possibility

2.      But the speaker can enhance his/her own credibility (Osgood) in this situation

3.      Don’t fawn.

 

D.      Low Credibility - Low Agreement (Barbara Bush at Wellesley)

1.      You may be able to make audience less comfortable with their old views (realistic goals – see rational model handout)

2.      Humor (self-effacing) may work if you're good at it