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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".
Whom refers to the recipient of the message. This can either be an individual or a bigger audience, as in the case of mass communication. The effect is the outcome of the communication, for example, that the audience was persuaded to accept the point of view expressed in the message. It can include effects that were not intended by the sender.
The audience design framework distinguishes between several kinds of audience types based on three criteria from the perspective of the speaker: known (whether an addressee is known to be part of a speech context), ratified (the speaker acknowledges the listener's presence in the speech context), or addressed (the listener is directly spoken to).
To get the attention of the audience, the message must be accessible to them. When talking, for example, one must talk loud enough to be heard. To ensure that the message is understandable, the sender must be aware of the field of experience of the audience in order to choose words and examples that are familiar to them.
It is based on the idea of peer influence, and is considered essential for audience-centered approaches to persuasive messages. The principle of social proof suggests what people believe or do is typically learned by observing the norms of those around us. [36] People naturally conform their actions and beliefs to fit what society expects, as ...
Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [1] most audience theory is concerned with people’s relationship to various forms of media. There is no single theory of audience, but a range of explanatory frameworks.
Your daily business activities must confirm, not contradict, the message. Content: The message must have meaning and relevance for the receiver. Content determines the audience and vice versa. Clarity: The message must be put in simple terms. Words used must have exactly the same meaning to the sender as they do to the receiver.
The next step happens in the vertical dimension, where the percept is translated into a signal containing the message. The message has two key aspects: content and form. The content is the information about the event. The last step belongs again to the horizontal dimension: the audience perceives and interprets the message about the event.