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He is the co-author, along with Robert E. Denton, Jr., of two textbooks: Political Communication in America (first edition 1985, third edition 1999) and Persuasion and Influence in American Life (first edition 1988, eighth edition 2019).
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.
Suggestion theory is a theory used in the early part of the 20th century to describe how persuasion worked as a phenomenon of human collective behavior. Because a distinctive function of public communication is to advance social consensus, many scholars of the 19th and 20th centuries sought to understand the role of human communication in the process of social influence.
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.
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. . . .
Carl Iver Hovland (June 12, 1912 – April 16, 1961) was a psychologist working primarily at Yale University and for the US Army during World War II who studied attitude change and persuasion. He first reported the sleeper effect after studying the effects of the Frank Capra propaganda film Why We Fight on soldiers in the Army.
In persuasive communication, the order of the information's presentation influences opinion formation. The law of primacy in persuasion, otherwise known as a primacy effect, as postulated by Frederick Hansen Lund in 1925 holds that the side of an issue presented first will have greater effectiveness in persuasion than the side presented subsequently. [1]
In contrast, persuasion with an open "promotion focus", requires an eager nonverbal style." [5] When a relationship is new a communication recipient will have more of a prevention focus and so body language will exhibit and effort to keep distance. When the two people are more relaxed as they get more acquainted, the focus then shifts from ...