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Richard M. Perloff is an American academic. He is professor of communication at Cleveland State University , [ 1 ] where he has taught since 1979. [ 2 ] He has written on persuasion , on political communication , on the psychology of perception of the effects of mass media , and on the third-person effect .
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.
According to Perloff (1999, 2009), [5] [6] two major factors facilitate the third-person effect: judgments of message desirability and perceived social distance (social distance corollary). In their meta-analysis of studies of third-person perception Sun, Pan, and Shen (2008) found that message desirability is the most important moderator of ...
A significant implication emerges from the social judgment theory: the arduous nature of persuasion. Successful persuasive messages must be finely tuned to the receiver's latitude of acceptance and strategically discrepant from the anchor position. Even in cases of successful persuasion, the anticipated changes in attitude may be modest.
Social media creates greater opportunity for political persuasion due to the high number of citizens that regularly engage and build followings on social media. The more that a person engages on social media, the more influential they believe themselves to be, resulting in more people considering themselves to be politically persuasive.
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The modes of persuasion, modes of appeal or rhetorical appeals (Greek: pisteis) are strategies of rhetoric that classify a speaker's or writer's appeal to their audience. These include ethos , pathos , and logos , all three of which appear in Aristotle's Rhetoric . [ 1 ]
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