COMM 102 Lecture Notes - Lecture 11: World War I, Elaboration Likelihood Model, Transtheoretical Model
12 Jun 2018
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PSYCHOLOGICAL UNDERPINNINGS OF MEDIA EFFECTS
PART 3: Persuasion
OUTLINE
● Persuasion
● History of persuasion research
● Attitudes and persuasion
● Models of persuasion
● Models that include action/behavior
I. Persuasion
● Effects of persuasive messages are intended
● Process of attitude formation/change & modification of behavior based on attitude change
● Attitude as MEDIATOR
II. History of Persuasion Research
● (1920s-30s) Powerful effects of radio propaganda during WWI
● (1929) Radio news of Wall St crash brought nationwide panic
● (1938) War of the Worlds broadcast caused hysteria
● Hilter’s rise to power Showed the potential for mass persuasion thru
media comm
Carl Hovland theory:
● 3 important steps in successful persuasion
1. Listeners must pay attention
2. Listeners must comprehend the message
3. Listeners must accept the message
● 5 variables affect persuasive power:
1. Credibility of message source
2. Type of message appeal
3. Order of arguments presented
4. Audience identification with certain groups
5. Personality of audience
find more resources at oneclass.com
find more resources at oneclass.com
Paul Lazarsfeld 1940s-1950s
● Media messages reinforced existing attitudes
● Two step flow:
1. Media affects opinion leaders...
2. Opinion leaders PASS ON info change others’ attitudes
● Indirect effects situation
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Process of attitude formation/change & modification of behavior based on attitude change. (1920s-30s) (cid:799) powerful effects of radio propaganda during wwi. (1929) (cid:799) radio news of wall st crash brought nationwide panic. (1938) (cid:799) war of the worlds broadcast caused hysteria. Hilter"s rise to power(cid:799) showed the potential for mass persuasion thru media comm. 3 important steps in successful persuasion: listeners must pay attention, listeners must comprehend the message, listeners must accept the message. 5 variables affect persuasive power: credibility of message source, type of message appeal, order of arguments presented, audience identification with certain groups, personality of audience. Two step flow: media affects opinion leaders, opinion leaders pass on info(cid:799) change others" attitudes. Attitude(cid:799) predisposition to evaluate others favorably or unfavorably. Attitude is all-important mediator that stands betw acquiring new info & subsequent behavior change. Theory of cognitive dissonance(cid:799) inconsistencies betw attitude & action cause anxiety that must be resolved. Inputs(cid:799) iv; variables under control of persuaders.
