Media, Information and Technoculture 3000A/B Lecture Notes - Lecture 10: Agenda-Setting Theory, Internal Validity, Gestalt Psychology

• School: Western University
• Department: Media, Information and Technoculture
• Course: Media, Information and Technoculture 3000A/B
• Professor: Robert Babe

Document Summary

Carl hovland (to discover laws of persuasion") worked in the military during world war. Sender or source (communications) ethos (expertness, trustworthiness) The content logos (logic), structure, rhetoric, pathos. The audience education, gender, age, occupation, political leanings, etc. Neutralize for logos (message: treatment [+ve, -ve], subject matter) Hovland uses 4 message contents that are radically different from each other in order to properly neutralize the content: should allergy meds be sold w/o prescription, atomic powered submarines, steel shortage, future of movie theatre. To neutralize content you must use unrelated content to check source credibility. Two articles for each of four topics, one positive and one negative ( treatment ) = factorial experiments treatment levels of each factor. Independent variable can be attributed to 4 different levels (high or low credibility) 4 subject matter and 2 source attributions each: look at slide 11.