“Point of view” 1.THE THEORY OF NEEDS OF MASLOW 2. THE PERSUASIVE COMMUNICATION 3. THE MASS-MEDIA COMMUNICATION

A. MASLOW American psychologist (Brooklyn California 1970) he was burn in Russia and his family was Jewish. “Man’s behavior is geared to meet their needs”

THE BASIC NEEDS COMMON TO ALL MEN

PHYSIOLOGICAL NEEDS EAT BREATH REST REPRODUCE

NEED FOR SECURITY HOME WORK HEALTH ORDER

NEED OF BELONGING FRIENDSHIP INTEGRATION GROUP FAMILY

NEED TO ESTIMATE ESTIMATE

NEED FOR SELF NOBEL FOR PEACE

Communication can be persuasive…

PERSUASION Art that induces someone to recognize that it is a thing really and right to do something in a specific way; it utilizes the convinction and excludes the power in every form. The persuasion is a modality of old comunication. (Platone)

Today there is a progress about this technic for two things: - technology more sofisticated - More knowledges about social-psychological context

IMITATIONS Human born with a strong imitative ability Michael Moore, Andrew Meltsoff.

THE MIRROR NEURONS The disposition to imitate is recorded in our brain in the premotor cortex because there are mirror neurons.

THE PRINCIPLE OF SOCIAL RETRY It is a particular form of imitation, when many try to understand what is the prevailing opinion and comply not to go against the tide, to feel safe. Sometimes, however, the dominant opinion is formed through real traps such cognitive HEURISTICS.

THE HEURISTICS Cognitive shortcuts that allow to draw conclusions without a thorough examination of the problems “if the television says that it means that it is true ” “if it is expensive it is good” “person who uses difficult words is an expert” To be or not to be…

THE FREEDOM OF THE RECIPIENT There is difference between the opinion and the behaviour. The change of ideas of someone doesn’t mean a change of his behaviour.

“PSYCHOLOGICAL REACTANCE”= is easier to convince a person if the approach is not invasive and gives way to his need for autonomy.

THE ADVERTISING Trys to assiociate to the prodoucts a sense of freedom, adventure and autonomy

The more a message is repeated the more likely it is imprinted in our memory. Ten posts per day influence our behavior

THE PERSUASION: TRICKS OF THE TRADE Blue color Speed of speak Serious tone of voice Dress

THE INSTANCE OF BOOK SETTING The researchers that elaborated this theory are Donald Sahaw and Maxwell McCombs. Mass media fixe which news to transmit, agree with the most important things of the book, orienting the public opinion.

The mass media are encouraged to pursue competition and also the news are choosen to increase the audience.

Today on television there are very similar programs such as:

MEDIA’S EFFECT SHORT ENDLONG END -Limited -Not conditionant POSITIVENEGATIVE

LONG TERM EFFECTS: POSITIVENEGATIVE -LITERCY -WINDOW OVER THE WORLD -HOMOGENEITY -INTERCULTURE -SENSORY DEPRIVATION -STEREOTYPING -AGGRESSION -CONSUMER MENTALITY -APPROVAL

THE END… …THANK YOU FOR YOUR ATTENTION !