COMS 351 - Communication Theory - Chapters 5-9

+What influences amount of elaboration

-motivation to process messages (2 factor) 1. personal relevance - we pat attn when something is relevant to us. 2. need for cognition (understanding). -Ability to process message 1. distraction 2. prior knowledge.

what are the three schema models

1. Book Keeping Model 2. Tweeking 3. Subtyping

What factors of ELM are persuasive?

1. Central Route - thoughtful consideration. - Persuasion results from elaboration, thoughtful consideration of argument. 2. Peripheral route - not focusing 100%, something on the sidelines. persuasion is a result of attention to superficial. Cues are in the context eg; J Lopez in fiat commercial. -if peripherally processing > look for source credibility, likeability, consensus of others, message length.

What are the Persuasion Theories?

1. Cognitive Dissonance Theory (CDT) 2. Elaboration Likelihood Model 3. heuristic-systematic model 4. Inoculation Theory

Sample Theories of Positivist Approaches to Symbolic Organization

1. Schema Theory 2. Attribution Theory both theories indicate that people think in cognitive ways.

relate ELM to attitute change

1. from central processing -lasts longer, predicts behavior better -resists counter persuasion 2. From periphal processing -less enduring, less predictive of behavior. -counter persuasion susceptible.

What are the basic concepts of Attribution Theory

According to the AT, we are naive scientist because we want to know the reason/causes of why things happen. -Internal attributions occur, which are caused by the self. -external attributions are outside of the individual and are out of the individuals control. The cause is external.

Positivist Approaches to Symbolic Organization - Cognitive Miser

Cognitive Miser wants to figure out how to understand things as easy as possible... takes shortcuts... ie; movie reviews.

The Triangle of Meaning

Framework that Ogden and Richards came up with, to depict the process of meaning and communication. THOUGHT (Reference) > SYMBOL (word) > OBJECT (referent) 1. A word does not mean anything unless there is a thought process that connects the words to make sense of it all and connect symbols to objects. 2. Symbols are socially constructed. ie; "Angel" can refer to many types of Angels.

what are two applications of Schema Theory in communication

Memory Organization Packets (MOPs) > understand conversations Schemas > expectations about relationships

Positivist Approaches to Symbolic Organization. Three Metaphors?

Metaphors 1. Consistency Seeker 2. Naive Scientist 3. Cognitive Miser

What are the two premises of ELM?

Premise 1: two routes to persuasion depending on the type of message & audience. a. Control Route. b. Peripheral Route. Premise 2: People take routes based on two factors. a. Motivation - has to do with interest, applicability. b. Ability - has to do with comprehension.

What are the Social Penetration Theory Relational Stages?

Relational Stages: 1. Orientation Stage 2. Exploratory Affective Stage 3. Affective Stage 4. Stable Exchange Stage Self-disclosure 1. breadth & depth 2. reciprocity

ELM consist of a _______ approach.

a "dual process", two cognitive routes to persuasion.

Positivist Approaches to Symbolic Organization - Consistency Seeker

a consistency seeker look to find parallels to what he believes in. a consistency seeker compares the world to themselves or personal experiences.

subtyping model

a special specific schema for a special specific experience > adding categories to schemas.

strategies for reducing uncertainty

active: researching via 3rd party (asking someone else) passive: observing the communication interactive: when we resource the info first

when do we make attributions?

all of the time

Schema Model - Tweeking

altering schema to get it right

What is the third person effect?

bias with an attribution that things don't happen to us. the self-individual is immune to the notion. "no, not me".

how is persuasion different from coercion?

coercion can change behavior, but not change attitude. coercion intimidates, manipulates, forces behavior. persuasion influences attitude & behavior, amongst options.

What is Elaboration Likelihood Model (ELM)

developed by Richard Petty & John Cacioppo. the likelihood that one will be persuaded by a message. Persuasion in general -variance on cognitive elaboration -different factors are persuasive, amount of elaboration. is the message giving you sufficient information to understand the message.

Exploratory Affective Stage

going a bit deeper than the top layer

Affective Stage

going deeper in discussions to get to know the person better

What is the process of persuasion theories and how does it happen?

in Cognitive Dissonance Theory (CDT), there is no matching in thoughts. THoughts are not consistent. Attitudes do not match behavior. CDT is about choice/options. CDT was developed by Leon Festinger -assumes people are driven by need for consistency. are attitudes consistent with behaviors? -premise: inconsistency is uncomfortable & creates vulnerability. -when there are inconsistencies in behavior and attitude, the person is prime for persuasion. -Persuasion creates dissonance (problem) > provide a way to reduce it (solution) -reducing dissonance - prevent it (before hand), rationalize (reduction), change attitude, behavior, or cognition.

motivations for reducing uncertainty

incentives: what do we get with uncertainty reductions, strategies... we gain intel deviation: finding out discrepancies that drive you away. possibility: of future interaction: path that intel will take you. (if you know you're going to see this person again, you might act differently)

What is Persuasion?

influencing other people to get with them to change their meanings. Ability to use the words/action -Attitude change / behavior change -social influence

Stable Exchange Stage

knowing the person and embracing. communication is more direct. straight to the core

what does Social Penetration THeory look at and suggest?

looks at development of relationship suggests that you have to go through "the stages" to develop a relationship. Theorists: Irwin Altman and Dalmas Taylor Paradigm: post-positivism Focus: relational development & intimacy

Schema model - Book Keeping Model

modifying schema to adapt to society norms. conversion: scraping schema and replacing all or most of a current schema because the schema does not apply or work in the situation.

attributions do what?

shape how we communicate

define Peripheral route of ELM

someone jumping off a bridge because someone before them did it.

define Central Route of ELM

someone thinking about what happens if they jump off a bridge.

how does ELM occur on a continuum?

sometimes we are more central processors and less peripheral, and sometimes we are more peripheral... how much does it matter?

What are the dimensions of attributions?

stability and controllability "does this always happen?" "is this normal?"

Orientation Stage

superficial stage that "breaks the ice"

Positivist Approaches to Symbolic Organization - Naive Scientist

the Naive Scientist looks for answers in the world and figures out why it's happened

reciprocity

the give and take in sharing personal info.

self disclosure

the tool that opens deeper levels of information for entry.

Theories of interpersonal communication

theories on relationships: 1. Social Penetration 2. Uncertainty Reduction Theory 3. Relational Dialectics 4. Relational Systems THeory

What is the role of messages in influencing peoples attitude?

to change their behavior

what is the fundamental attribution error?

we are sometimes biased, resulting in an error. we tend to be biased towards external because we don't like to take responsibility. when it is good, we are biased towards internal.

What is Uncertainty Reduction Theory (UTI) about?

we communicate and observe to reduce uncertainty. Focus: initial interaction when I look at how a girl. Theorist: Charles Berger and colleagues premise: using communication people attempt to reduce cognitive uncertainty. this is not an axiomatic theory.

How do Schemas work?

we develop new schemas when new situations arise or when a current situation "matches" ie; what to wear to a funeral.

Sample Theory - Schema Theory. What do we use Schema Theories for?

we use schemas to help us understand what is appropriate, what is normal and expected of us to help us make sense of the world. we also use schemas to help us remember and understand things. a Schema is like file within a cabinet... our brain is a cabinet of schemas.

Is social penetration theory linear?

yes, because it assumes that all relationships start at stage 1 - orientational stage.

depth

- specific details on one topic

breadth

- wide variety of info