COMM 339 -- Persuasion

Dr. Lee McGaan  

  Office:  WH 308  (ph. 309-457-2155);  email
  Home:  418 North Sunny Lane (ph. 309-734-5431, cell 309-333-5447)

Fall 2016 Office Hours:   MWF:  9:30 - 10am, 11am - Noon & 1 -2pm TTh:  2-3pm & by apt.  |  copyright (c) by Lee McGaan, 2006-2016

Campaign Persuasion VS Candidate CAmpaigns



Developmental Stages of PersuasiveCampaigns. 

Persuasive outcomes that must occur in this order.


  1. Identification - recognition

  2. Legitimacy - credibility

  3. Participation - involvement

  4. Penetration - new receivers

  5. Distribution (of benefits/promises) - accountability



Developmental Stages in Political Campaigns  


  2.  Primaries

  3. & 4.  Conventions

  5.  General Elections


4.  Diffusion of Innovation - How new ideas spread (if and when they do).  (Any campaign that seeks to gain adoption of new practices must take into account the normal developmental stages shown below. Political campaigns show similarities to this as well.) 


Do politicians face this sort of diffusion issue when they are new to the public?

Innovation types  When new ideas spread, they do so through these groups and  in this order.

(a)  innovators (out of mainstream)  - Party Activists

(b)  early adopters - integrated, intelligent, higher status - Caucus and Primary participants

(c)  early majority - average but high on mass comm. use - Self-identified Party Supporters

(d)  late majority - lower status, followers  - Usual General Election voters

(e)  laggards - very traditional, maybe isolated - Late Undecideds

Last updated 4/24/2015