WHAT IS PERSUASION ? using coercion or force to produce an effect?

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Presentation transcript:

WHAT IS PERSUASION ? using coercion or force to produce an effect? Persuasion Day 1 EU Bcn WHAT IS PERSUASION ? using coercion or force to produce an effect? using tools to produce x effect in an audience? using symbols to induce action ? motivating a sense of identification to produce action? (c)annedwyer 2003

EARLY PERSUASION THEORIES …focussed on rhetoric PERSUASION TODAY includes ... advertising movements organisational identification practices

ARISTOTLE 3 persuasion types: Deliberative Forensic Epideictic PERSUADERS USE PROOF Inartistic (controlled by the situation eg photos, statistics) Artistic (invented/created by the persuader) Ethos Pathos Logos

CICERO’S THEORY OF STASIS 3 KEY STASIS (clash points) : DEFINITION OF A FACT/VALUE EXISTENCE QUALITY STYLE Plain Middle Grand

5 CANONS OF RHETORIC Invention Arrangement Style Delivery Memory “Persuasion > Speech”

SEMIOTICS Words Signs Signals Symbols “The map is not the territory” CODES Code Confusion “Differance”

Audience-Oriented Persuasion Theories Persuasion Day 1 EU Bcn Audience-Oriented Persuasion Theories Cognitive Dissonance Theory (Leon Festlinger, 1957) - Balance Elaboration Likelihood Model (Pettey and Cacioppo 1986) - central/peripheral (c)annedwyer 2003

More audience-related theories Social Construction of Reality (Peter L Berger et al, 1966) opinions = product of interaction with society Symbolic Convergence Theory (Ernest Bormann 1985) Fantasies/rhetorical vision

MEDIA THEORIES One-shot Model Two-Step Flow of Information Uses and Gratification Cultivation Analysis Agenda Setting (power source/medium)

ETHICS OF PERSUASION Coercion Violence Deception Access Oppression Privacy Conflict of Interest

ETHICAL DECISION MAKING APPROACHES AND STANDARDS Categorical Imperative (Kant) Universal Utilitarian Principle (Mill) Situational Constitution of a country Johannesen’s ethical standards political/human-nature/dialogical Theoretic discourse/Practical discourse (Habermas 1973)

Think about ... Visual Images and Ethics Political Persuasion Advertising Organizational Advocacy Journalism Ethical Communication Ethics and Audience Members