- Slides: 17
Chapter 3 Mass Communication, Propaganda, and Persuasion How do they influence our behavior?
Everyday we are confronted by persuasion……….
The ultimate goal of persuasion is to convince the target to internalize the persuasive argument and adopt this new attitude as a part of their core belief system or something they need. Maslow’s hierarchy
Social and prestige suggestion Loaded words and images Appealing, colorful, and emotional
The power of TV commercials: https: //www. youtube. com/user/Toyota. USA? v=PZYiuc 9 s. OQ
Analyze the ads Activity
Two Major Routes to Persuasion (Petty & Cacioppo) Peripheral Routes affected by simple messages often irrelevant cues that suggest rightness, wrongness, or attractiveness
Central Routes A more deliberate process that involves weighing arguments and considering relevant facts and figures, and thinking about issues in a systematic fashion.
How does mass communication affect social behavior? Examples of mass communication: Advertising, which consists of communications attempting to induce purchasing behavior Journalism, such as news Public relations, which is communication intended to influence public opinion on a product or organization Politics (for example, campaigning)
Isn’t most mass communication generally harmless? Media Contagion can occur: Tylenol scare Copycat suicides Pg 64
Propaganda Information of a biased nature, used to promote a particular cause of point of view
Propaganda techniques: 1. Name calling – negatively charged words 2. Bandwagon – join the popular side 3. Glittering generalities – use of positive words so people wont look for opposing evidence 4. Card stacking – only good stats are presented 5. Plain folks – simple language and attempt to get citizens to connect with someone they would normally not have anything in common with
Creating a persuasive poster Choose from one of the topics/issues Use magazines and markers Use at least 3 of the previous propaganda techniques