COM180 FINAL

Values

guiding belief that regulates our attitudes - Core principles driving our attitudes - structure our values in accordance with our own value hierarchy, or mental schema of values placed in order of their relative individual importance

Psychological Analysis

important to know where your audience stands on the issues you plan to address - Psychological description - a description of the audience's attitudes, beliefs, and values

General Interest Periodicals

include magazines and newspapers which provide a wide array of knowledge and keep readers up to date on the news within a larger cultural context

Stylized Language

language that communicates your meaning clearly, vividly and with flair

Inference

logical extension of your observations drawn in method above; make a reasoned tentative conclusion or logical judgement on the basis of available evidence (make connections, distinctions, and predictions)

Scholarly Research Journals

looking for more rigorous research - Not for profit - Designed to publicize the best research in a particular area - Targeted toward scholars who specialize in a given subject or type of research

Syllogism

must have at least three components: -All men are mortal. Socrates is a man. Therefore, Socrates is mortal.

Captive audience

no real choice regarding the matter of hearing a given speech (most difficult audience to address)

Statistics

numerical summaries of facts, figures, and research findings

INFORMAL FALLACIES

occurs because of an error in reasoning

Inductive Reasoning

one in which the truth of the propositions lends support to the conclusion

Cliches

phrases or expressions that, because of overuse, have lost their rhetorical power

Hedges

powerless phrases such as "I thought we should," "I sort of think," or "Maybe we should" that communicate uncertainty

Beliefs

principles or assumptions about the universe; more durable than attitudes because beliefs are hinged to ideals and not issues

Listening

the psychological process of attaching meaning to the sounds and noises we hear vs. Hearing - The physiological process of receiving noise and sounds

Pecha Kucha

A presentation format that uses exactly 20 slides, and each slide is only viewed for 20 seconds. This format focuses on timing, brevity, and practice.

Direct Observation

"getting the feel" of an audience; perceive it through one or more of our five natural senses; knowledge we acquire through personal experience

Factors of Multicultural Analysis

- Language - Cognition - Ethnocentricity (Do not assume that your culture is dominant) - Values - Communication Styles

Language Pitfalls

- Profanity - Exaggeration - Powerless Language - Incorrect Grammar - Cliches

rule of thirds

A layout design grid that divides a page into nine equal squares. Placing or aligning content along the grid lines creates a more powerful image.

Prezi

A newer type presentation software that allows for non- linear presentations and is more graphically oriented rather than text oriented.

Tag Questions

Powerless language exemplified by ending statements with questions such as "Don't you think?" or "Don't you agree?"

Qualifiers

Powerless words such as "around" or "about" that make your sentences less definitive

Jargon

The specialized language of a group or profession

Pathos

The use of emotional appeals to persuade an audience.

Know what colors and font styles to avoid:

- Avoid color red because it reduces your ability to think clearly - Avoid using red and green closely together. - Never use the Comic Sans font if you want to retain any credibility with your audience. - Reserve bulleted lists for specifications or explaining the order of processes

Bad Reason Fallacy (Argumentum Ad Logicam)

- Formal Fallacy - Conclusion is assumed to be bad because arguments are bad

Masked Man Fallacy (Intensional Fallacy)

- Formal Fallacy - Involves a substitution of parties (if the two things we substitute are identical, then the argument is valid - EX: Chris told police that a red-haired woman stole her car. Ginny is a red-haired woman. Therefore, Chris told police that Ginny stole her car

Citing journals in APA format in the bibliography section

- In text citation : (Author, Year) - Author, A. A., Author, B. B., & Author, C. C. (Year). Title of article. Title of Periodical, volume number(issue number), pages. https://doi.org/xx.xxx/yyyy

Accident (Sweeping Generalization)

- Informal Fallacy a fallacy by accident, when a generally true statement is applied to a specific case that is somehow unusual or exceptional EX: Xs are normally Ys. Z is an (abnormal) X. Therefore, Z is an Y

Appeal to Ignorance (Argumentum ad Ignorantiam)

- Informal Fallacy - Argue that the proposition must be accepted unless someone can prove otherwise; argument rests on lack of evidence

False Analogy

- Informal Fallacy - Occurs when there exists a poor connection between examples - EX: A and B are similar. A has characteristic X. Therefore, B has characteristic X.

Fallacies of Appeal

- Informal Fallacy - The truth of the argument rests on reference to some outside source or force; EX: Authority, Emotion, Ignorance, Pity

Composition

- Informal Fallacy - occurs when we assume that if all parts have a given quality, then the whole of the parts will have it as well - EX: All of the basketball team's players are fast runners, high jumpers, and winners. Therefore, the team is a winner

Strawman

- Informal Fallacy - when the actual argument appears to be refuted, but in reality a related point is addressed

Begging the Question

- Informal Fallacy - when the conclusion of the argument is used as one of the premises of the argument

Slippery Slope

- Informal Fallacy - when we assume one action will initiate a chain of events culminating in an undesirable event later

Red Herring (Irrelevant Thesis)

- Informal Fallacy - when we introduce an irrelevant issue into the argument

Genetic Fallacy (Ad Hominem)

- Informal Fallacy occurs when we shift our focus from the premises and conclusions of the argument and focus instead on the individual making the argument; "personal attack"

Appeal to Authority (Ad Vericundiam)

- Informal Fallacy - Claim the truth of a proposition is guaranteed because of the opinion of a famous person

False Cause (Non Causa, Pro Causa)

- Informal Fallacy - Occurs when there exists a flawed causal connection between events

Black-or-white Fallacy (Bifurcation)

- Informal Fallacy - Occurs when we are only given the choice between two possible alternatives, when in fact more than two exist.

Ambiguity (Equivocation)

- Informal Fallacy - When some ambiguous term is used in the argument

Appeal to Pity (Argumentium Ad Misericordium)

- Informal Fallacy - attempts to win acceptance by pointing out the unfortunate consequences that will fall upon the speaker

Appeal to Emotion

- Informal Fallacy - occurs with the use of highly emotive or charged language

Division

- Informal Fallacy - when we think the parts of the whole contain the same quality as the whole

Hyperbole

- The use of moderate exaggeration for effect - What is not acceptable: Using exaggeration to the extent where you lose credibility

Parallel Structure

- the balance of two or more similar phrases or clauses, and parallel wording is the balance of two or more similar words

Monroe's Motivated Sequence

1. Attention Step - gets audience's attention and describes your goals and preview the speech 2. The Need Step - a description of the problems as well as the consequences that may result if the problem goes unsolved (alert audience members to their role in mitigating the issue) 3. The Satisfaction Step - Outline your solution to the problems you previously outlined + deal w/ any objections that may arise 4. The Visualization Step - Audience asked to visualize what will happen if your solutions are implemented and what will happen if they do not come to fruition (visualizations) 5. Action Appeal Step - Used to make a direct appeal for action. Describe how the audience should react to your speech and how they should carry out these actions... final step = concluding comment

Why should a speaker use simple language?

1. Audiences can sense a fake 2. Using a long word when a short one will do inhibits your ability to communicate clearly

4 Primary Means of Incorrect Grammar

1. Basic Error 2. Mispronunciations 3. Regionalisms 4. Colloquialism

Libraries contain at least three primary resources for information:

1. Books - comprehensive investigations of a subject 2. Periodicals - Magazines Newspapers Journals 3. Full Text Databases

Know the forms of psychological analysis:

1. Direct Observation 2. Inference 3. Data Sampling 4. Basic Questionnaire 5. Ordered Categories 6. Likert-type Testing

Traits of Critical Thinkers:

1. Listening 2. Analysis 3. Evaluation 4. Inference 5. Interpretation or Explanation 6. Self-regulation

2 Distinct Slideware Presentation Styles:

1. Pecha Kucha 2. Prezi

Five categories of Audience Analysis

1. Situational Analysis 2. Demographic Analysis 3. Psychological Analysis 4. Multicultural Analysis 5. Topic interest and prior knowledge analysis

Steps for accessing Interlibrary loans

1. Type in library.pepperdine.edu 2. Click on "My Library" then "Interlibrary Loans" 3. Login using your pepperdine ID

The goal is to have a slide that can be understood in...

3 Seconds

Slide Deck

A term that refers to all the slides in a slideware presentation. It is a more generic term for PowerPoint slides.

Critical Thinking

Active thinking in which we evaluate and analyze information in order to determine the best course of action. - John Dewey - "Active, persistent, careful consideration of a belief or supposed form of knowledge in light of the grounds that support it and the further conclusions to which it tends" - ACTIVE - Barry Beyer - "Critical thinking... means making reasoned judgments" - QUESTIONING

complementary colors

Colors on opposite sides of the color wheel, such as red and green.

analogous colors

Colors that are next to each other on the color wheel, such as yellow and orange.

Similes

Comparisons made by speaking of one thing in terms of another using the word "like" or "as" to make the comparison.

Metaphors

Comparisons made by speaking of one thing in terms of another. - POWER: ability to create an image that is linked to emotion in the mind of the audience

Regionalisms

Customary words or phrases used in different geographic regions

white space

Empty space in your design that helps direct the viewers' attention to the parts of the slide that really matter. Use of white space can help reduce clutter on your slide.

Fallacy of Quantitative Logic

Focus is on the use of some sort of quantifying word such as "all" or "some." EX: All conservatives are Republicans. Therefore, all Republicans are conservatives

Topic interest and prior knowledge analysis

Know ahead of time if your audience is interested in what you have to say, and has any prior knowledge about your topic - Topic Interest: the significance of the topic to a given audience - Topic Knowledge: the general amount of information that the audience possesses on a given topic

Spotlighting

Language such as "male nurse" that suggests a person is deviating from the "normal" person who would do a particular job and implies that someone's sex is relevant to a particular job - Woman Police officer

generic "he" or "man"

Language that uses words such as "he" or "mankind" to refer to the male and female population.

Antithesis

Rhetorical strategy that uses contrasting statements in order to make a rhetorical point

Arguments

Statements that combine reasoning with evidence to support an assertion.

Man-Linked Terms

Terms such as "fireman" or "policemen" that incorrectly identify a job as linked only to a male

Ethos

The audience's perception of a speaker's credibility and moral character.

Logos

The logical means of proving an argument.

Z Pattern

The natural tendency of people from English-speaking countries, among others, to view images in the same way that they read text, that is, left to right, top to bottom. This results in the eye tracking along a Z-shaped path through the image.

Cognitive Dissonance

The psychological discomfort felt when a person is presented with two competing ideas or pieces of evidence.

Alliteration

The repetition of the initial sounds of words - Helps people remember your message

Slideware

The software used to display digital slide shows. Examples of slideware include Microsoft PowerPoint, Apple iWork, Keynote, Google Drive Presentation, OpenOffice Impress.

Slang

Type of language that most people understand but that is not considered acceptable in formal or polite conversation.

Data Sampling

Uses statistical evidence to quantify and clarify the characteristics of your audience

Logical fallacy

a defect in the reasoning of an argument that causes the conclusion(s) to be invalid, unsound, or weak

Attitude

a learned disposition to respond in a consistently favorable or unfavorable manner with respect to a person, an object, an idea, or an event (attitudes can change)

Values Hierarchy

a person's value structure placed in relationship to a given value set

Deductive Reasoning

an argument in which the truth of its premises guarantees the truth of its conclusions - Major Premise → Minor Premise → Conclusions - EX: All men are mortal. Socrates is a man. Therefore, Socrates is mortal.

Evaluation

assessing the various claims and arguments for validity (one way: ask questions)

Demographic Analysis

classification of the characteristics of the people - 2 Steps: 1. Gathering demographic data 2. Interpreting this data - Ethically, a speaker should not shift his or her message and should remain true to his or her motives

Analysis

consider it in greater detail, separating out the main components of the message

Self-regulation

consider our pre-existing thoughts on the subject and any biases we may have

Situational Analysis

considers the situation for which audience is gathered - Primarily concerned with why your audience is assembled in the first place - Tone and agenda of your speech rests largely upon whether or not your audience even wants to hear from you -

Identification

create a bond between the speaker and the audience

Multicultural Analysis

culturally effective speakers develop the capacity to appreciate other cultures and acquire the necessary skills to speak effectively to people w/ diverse ethnic backgrounds

FORMAL FALLACY

exists because of an error in the structure of the argument - All are specific types of non sequiters - arguments in which the conclusions do not follow from premises

Noise

refers to excess information on a slide or image or a cluttered image.

Basic Error

simple mistakes in grammar because of carelessness or a lack of knowledge

Unacquainted-audience presentation

speech when you are completely unaware of your audience's characteristics

Ordered Categories

survey them according to their value hierarchy

Likert-type Testing

when you make a statement and ask the respondent to gauge the depth of their sentiments toward the statement either positively, negatively, or neutrally; measures the extent to which attitudes are held - Should be used when attempting to assess a highly charged or polarizing issue

Voluntary audience

willingly assembled to listen to a given message

Colloquialism

words or phrases used in informal speech but not typically used in formal speech