Chapter 3: Mass Communication, Propaganda, and Persuasion

Central Peripheral Few appeals use one route or the other exclusively Routes to Persuasion Central Peripheral Few appeals use one route or the other exclusively

Key factors in effectiveness of communication 1. Source of communication 2. Nature of communication 3. Characteristics of the Audience

Source of the Communication Expert and trustworthy. Attractiveness Communicator argues against their own self-interest. Audience believes the communicator is not trying to influence them. If we like and identify – likely to be influenced.

Nature of the Communication Compelled by fear – fear arousing with specific instructions more likely to change behavior. But – if behavior is too threatening, avoided. Statistics vs. personal examples – vivid powerful One-sided vs. two-sided arguments – audience position and informed-ness Order of presentation of arguments – primacy and recency (next slide) Relationship between credibility of communicator, discrepancy of views with audience, and persuasion.

Primacy and Recency Effects Most evident when statements are back to back and behavior change follows a time gap Recency Most evident when enough time separates the two messages and audience commits soon after the second message.

Characteristics of the Audience Self Esteem Higher less persuadable, more likely to act quickly in fear situation Prior Experience Happy and well fed Don’t want to be led around Counter arguments on the spot Discrepant views, one or two sided arguments.

Cognitive Dissonance and Persuasion If message of the communicator is inconsistent with the audience, persuasion depends on… Size of the discrepancy Communicator variables (trustworthiness – can the communicator be changed or derided?) Other audience responses Innoculation/ability to develop arguments in opposition

As a social psychologist, why would this be effective… …or not? Consider Condom Use As a social psychologist, why would this be effective… …or not?

A few social influence tactics… Multiple Requests Foot-in-the-door – small request at first to larger Door-in-the-Face – large request to small That’s Not All! -- add incentives

Persuasion tactics Ingratiation (be credible, or scary) Pressure (demands, intimidation) Upward Appeals (support from authority) Exchange Tactics (offer reciprocal benefits) Coalition Tactics (work with others) Rational Persuasion (logic and evidence) Inspirational Appeals (appeal to values, ideals) Consultation (involve target in decision making)

Attitudes vs. opinions Opinions are something a person believes to be factually true Opinions are cognitive -- they take place in the head rather than the “gut” Attitudes are opinions with an evaluative and an emotional component Attitudes are much harder to change than are opinions

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