Human Communication THIRD EDITION ◄ Judy C. Pearson  Paul E. Nelson  Scott Titsworth  Lynn Harter ► C H A P T E R E L E V E N Source Credibility and Using Evidence McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

C H A P T E R ◄ 2 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Objectives Define source credibility and explain why it is important Identify four aspects of source credibility Gather effective evidence for your speeches

C H A P T E R ◄ 3 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Objectives Correctly use citations to attribute the sources of ideas and evidence Recognize seven forms of supporting material you can use in speeches Use ethical principles to present an honest and accurate image of yourself and the evidence you use

C H A P T E R ◄ 4 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Why is Source Credibility Important? Why are you telling us about this topic in this manner? Affects the public speaking process Is based on your purpose, audience analysis, topic selection, and message organization and display

C H A P T E R ◄ 5 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What is Source Credibility? The audience’s perception of a speaker’s effectiveness

C H A P T E R ◄ 6 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What is Source Credibility? Credibility depends upon: –Who the speaker is –What is being discussed –The situation –The audience Credibility is something you earn through experiences and accomplishments

C H A P T E R ◄ 7 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Four Aspects of Credibility Competence –The degree to which the speaker is perceived as skilled, qualified, experienced, authoritative, reliable, and informed

C H A P T E R ◄ 8 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Four Aspects of Credibility Competence Trustworthiness –The degree to which a speaker is perceived as honest, fair, sincere, friendly, honorable, and kind

C H A P T E R ◄ 9 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Four Aspects of Credibility Competence Trustworthiness Dynamism –The extent to which an audience perceives the speaker as bold, active, energetic, strong, empathic, and assertive

C H A P T E R ◄ 10 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Four Aspects of Credibility Competence Trustworthiness Dynamism Common Ground –The sharing of values, beliefs, attitudes, and interests

C H A P T E R ◄ 11 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Increasing Your Credibility High credibility speakers have more impact on audience opinions The “sleeper effect” can change perceptions of credibility over time How you are introduced affects your credibility Educational background can affect credibility

C H A P T E R ◄ 12 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Increasing Your Credibility Judgments about source credibility happen very quickly Perceptions of status affect credibility Disorganized speeches result in lower credibility Effective delivery skills raise source credibility

C H A P T E R ◄ 13 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Increasing Your Credibility Nonfluencies (mmmm, uhhh) can decrease source credibility Evidence and your competence can influence credibility The timing and content of your introduction by another person can affect credibility

C H A P T E R ◄ 14 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What Information Sources Can You Use? Personal Experience Library Resources Internet Resources People Resources

C H A P T E R ◄ 15 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Citing Sources of Information Bibliographic references Internal references Verbal citations

C H A P T E R ◄ 16 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Tips for Effective Research Consult a variety of sources Evaluate your sources –Is the material clear? –Is the material verifiable? –Is the source competent? –Is the source objective? –Is the material relevant?

C H A P T E R ◄ 17 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What Are Supporting Materials? Information you can use to substantiate your arguments and to clarify your position

C H A P T E R ◄ 18 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What Supporting Materials Are Appropriate? Examples –Specific instances used to illustrate your point –Factual examples –Hypothetical examples

C H A P T E R ◄ 19 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What Supporting Materials Are Appropriate? Testimonial Evidence –Lay testimony Statements made by ordinary people –Expert testimony Statements made by someone with special knowledge or expertise –Celebrity testimony Statements made by a public figure who is known to the audience

C H A P T E R ◄ 20 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What Supporting Materials Are Appropriate? Surveys –How reliable is the source? –How broad was the sample used in the survey? –Who was included in the survey? –How representative was the survey sample? –Who performed the survey? –Why was the survey done?

C H A P T E R ◄ 21 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What Supporting Materials Are Appropriate? Numbers and Statistics –Speaker has to simplify, explain and translate their meaning –Say and show at the same time Use charts and graphs Use visual imagery

C H A P T E R ◄ 22 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What Supporting Materials Are Appropriate? Analogies –A comparison of things that are otherwise dissimilar –Provide clarification but are not proof

C H A P T E R ◄ 23 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What Supporting Materials Are Appropriate? Explanations –Clarifies what something is or how it works –Simplifies a concept by explaining it from the audience’s point of view

C H A P T E R ◄ 24 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. What Supporting Materials Are Appropriate? Definitions –Determinations of meaning through description, simplification, examples, analysis, comparison, explanation, or illustration –Used to enlighten the audience by revealing what a term means

C H A P T E R ◄ 25 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Ethics and Source Credibility Are your speech’s immediate purpose and long-range goal sound? Does your end justify your means? Are you being honest with your audience?

C H A P T E R ◄ 26 McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Ethical Use of Supporting Material Find the best possible sources of information Cite the sources of your information Fairly and accurately represent sources