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Interest in persuasion remained strong after the war due to advancements in telecommunications. Hovland and others within the "Yale school" returned to Yale in order to continue researching the topic. [7] They established the Yale Communication Research Program which aimed to understand and examine factors that influenced attitude change.
The study also uncovered an influence process that Lazarsfeld called "opinion leadership." He concluded that there is a multistep flow of information from the mass media to persons who serve as opinion leaders which then is passed on to the general public. He called this communication process the "two-step flow of communication". [15]
Therefore, audience analysis, which is the process of evaluating an audience and its background is essential. In the second assumption, Aristotle’s proof refers to the means of persuasion. And these three proof types are Ethos , Pathos , and Logos .
In particular, the concept of identification can expand our vision of the realm of rhetoric as more than solely agonistic. To be sure, that is the way we have traditionally situated it: “Rhetoric,” writes Burke, “is par excellence the region of the Scramble, of insult and injury, bickering, squabbling, malice and the lie, cloaked malice and the subsidized lie. . . .
Each of the four main components is characterized by parts that influence the communicative process. [8] Berlo's main interest in discussing them is to study the conditions of the fidelity of communication. For Berlo, every communication is motivated by a goal the source intends to achieve and fidelity means that the source gets what they want.
A model of communication is a simplified presentation that aims to give a basic explanation of the process by highlighting its most fundamental characteristics and components. [ 16 ] [ 8 ] [ 17 ] For example, James Watson and Anne Hill see Lasswell's model as a mere questioning device and not as a full model of communication. [ 10 ]
Elaboration likelihood model is a general theory of attitude change.According to the theory's developers Richard E. Petty and John T. Cacioppo, they intended to provide a general "framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications".
Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours. [1] Persuasion is studied in many disciplines. Rhetoric studies modes of persuasion in speech and writing and is often taught as a classical subject.