Persuasion Exam 1: Chapter 9

Message structure: Sidedness 1

- One-sided messages present one side of the issue -Two-sided communication offers arguments on behalf of both the persuader's position and the opposition -If you use one-sided messages you may look like you have something to hide -Refutational two-sided messages gain persuasive advantage by: -Enhancing the credibility of the speaker -Providing cogent reasons why opposing arguments are wrong

Message structure

-2 factors to consider in structuring a message -Message sideness -Two-sided messages are more persuasive, IF the message refutes the opposition arguments - If you mention, but don't refute, the opposition, then it's less compelling than one- sided -Conclusion Drawing -Clear, explicit conclusion more persuasive

Message factors

-Anything dealing with the content of the message itself such as the strategies or arguments being employed, the language used to frame the message, evidence employed to support claims, and the structure of the message -What you say & How you say it influence how persuasive it will be

Language: Speed of speech 2

-Communication Accommodation Theory -Effects of speech rate depend on contextual factors: -Similarity in rate between communicator/audience -Communicator's perceptions of audience's rate -Audience's perceptions of communicator's rate -Stereotypes about speech rate -Topic of the message

Message Content

-Evidence -Use of factual statements, quantitative information, opinions advanced by (other) credible sources -Use of evidence is quite persuasive, when: -From a credible source -More plausible and novel -Narrative -Symbolic representation of events -Use of characters, plotlines, and dramatic devices -Works by transporting us to different places, encouraging identification with charactersMessage content: Evidence vs. narrative

Message content: Evidence vs. narrative

-Evidence carries weight when: -Trying to influence cognitions -People are sufficiently involved to process -Narrative carries weight when: -Trying to shake up strong opponents

Message structure: Conclusion drawing 2

-Explicit conclusion drawing: - Minimizes chances individuals will become confused -Helps people comprehend the message -Tends to enhance source evaluations and persuasion

Message structure: Conclusion drawing 1

-Explicit vs Implicit conclusion drawing? -Audience attention wanders, it's best to present a detailed and forceful conclusion -Some people may prefer persuaders not to tell them what to do -O'Keefe found that messages clearly or explicitly articulating an overall conclusion are more persuasive than those that omit a conclusion

Framing

-Frame: overarching way an idea is communicated -Make certain aspects of an issue salient or promote one way of looking at a problem rather than another -Define a problem and recommend a solution

In Sum

-Message factors center on the language and structure of a persuasive communication -Sidedness and conclusion drawing matter -Evidence and narrative for different contexts -Framing particularly powerful (and popular) -Language also matters: -spped of speech, power, intensity

Language intensity

-Metaphors -"A is B" transferring attributes of B to A -"America is a shining city on a hill" -Do produce somewhat more persuasion -Strong, Vivid, Emotional Language -Works when: -Audience not too ego-involved -Communicator is perceived as credible -Language use seen as appropriate/suitable for context

Language: Powerless vs. powerful speech

-Powerless speech -Perceived as less confident, less persuasive and credible -May serve as a low credibility cue -Can be effective when communicators wish to generate goodwill rather than project expertise -Primary components -Hesitation forms: "uh..," "well, you know" -Hedges: "sort of," "kinda," "I guess" -Tag questions: ".., don't you think?" -Disclaimers: "I am no expert, of course

Language and electoral politics

-Simplicity is important -American voters often prefer simpler speech -Reagan versus Carter

Language: Speed of Speech 1

-Speed of speech matters, in context -Faster speed is good: -For capturing attention -For conveying competence, expertise -As a peripheral cue for low-involvement processing -When relevant to the topic -Faster speech is bad -On sensitive / intimate issues - slower speech is good for conveying concern, empathy, goodwill, calm, reassurance

Fundamentals of the Message

-Structure -sidedness and conclusion drawing -Content -evidence and narrative -Framing -Language -speed, power, and intensity -Emotional Appeals

Language

-Various factors can influence persuasion -Speed of speech -Power of speech -Intensity of language

Message structure: Sidedness 2

They concluded that two-sided messages influence attitudes more than one-sided messages, provided one very important condition is met: the message refutes opposition arguments