1. Message Design Logics: Messaging in The Ebola Crisis
Gregory Bieger , Dr. Deanna Womack
Department of Communication
Messaging
Abstract
O'Keefe's (1988) theory of message design logics explains why some messages are more persuasive than others. The first, expressive design logic, is the most basic and focuses on expressing individual thoughts and opinions (O’Keefe, 1988). This type of message design merely states what the persuader wants. The second, conventional design logic, appeals to typical reasons or emotional appeals that would be suitable for any audience. The third, rhetorical message design logic, is the most complex and sophisticated message design focusing on achieving an agreement between the sender and receiver in which the message provides context. Unlike conventional design logic, rhetorical message design logic is adapted to the particular audience being addressed.
Expressive Design Logic: is the simplest form of message design and only focuses on expression of thoughts. When constructing this type of message, the sender does not adapt to the receiver. The message is focused around the sender’s goals, opinions, and thoughts. Messages in this category are often threats, repetition of information, and complaints about situation the receiver has no control over (O’Keefe, 1988).
Conventional Design Logic: is more complex and considers the receiver’s thoughts and opinions. During a communication using this design logic, a sender and receiver will negotiate a shared meaning using a given context. The context is dictated by social standards and rules that apply to typical social situations (O’Keefe, 1988).
Rhetorical Design Logic: The sophistication of rhetorical messages is high and is demonstrated through the sender’s and receiver’s ability to negotiate meaning without focusing on a given context; the conversation is created together (O’Keefe, 1988). The goal of persuasion is much more likely to be accomplished when the sender uses rhetorical message design logics.
Example Conversation:
“I want that dog” (expressive).
“No.” “But I will take care of it” (conventional).
“No.” “But it will make a great guard dog. Think of how much safer you’ll feel when you’re at home by yourself if you have a dog in the house.” (rhetorical).
“Maybe.”
Analysis
When Message Design Logics Theory is used to examine a public service announcement about Ebola from the WHO, one notices examples of all three types of message designs: expressive, conventional, and rhetorical. The images used are basic and reach the largest demographic. Literacy is not necessary; the images communicate basic ideas such as “traveling” and “sick.” The flow chart structure also lends itself to basic understanding of the message. The text used is also very simple; however it can be classified as conventional messaging. Messages like, “Seek prompt medical attention” are very direct and show expressive construction. Other messages, like the picture of a man wearing the tie and carrying luggage, do show awareness of social convention, in this case the fact that many travelers travel for business. The message says that Ebola can still infect business travelers. It recognizes the belief that Ebola is a “poor peoples’ disease,” but challenges that belief with the image of a man in a suit. The message shows little evidence of rhetorical design. There is very little back and forth communication between the sender, the WHO, and the receiver, the traveler. This lack of the most sophisticated design logic brings into question the effectiveness of the message as a whole. The rhetorical message design is the most effective form of the three at persuading audiences. Perhaps adding a blurb such as, “Protect you and your loved ones. Help stop Ebola” might convince some receivers to agree that the actions taken in stopping Ebola could help themselves and their families rather than just an unknown public. This is just one example of how message design logics theory is extraordinarily useful in everyday life. It describes, explains, and predicts behavior extremely well.
WHO Message
The images used are basic and reach the largest demographics. Literacy is not necessary and the images communicate basic ideas such as “traveling” and “sick.” The flow chart structure also lends itself to basic understanding of the message.
The man wearing the tie and carrying luggage, do show some awareness of social convention. In this case the fact that many travelers travel for business. The message, while recognizing that some travelers are doing so for business, says that Ebola can still infect you. It recognizes the belief that Ebola is a “poor peoples’ disease” but breaks down that belief with the image of a suit.
A Rhetorical design is missing from this WHO message. It’s lack puts the core message in jeopardy since Rhetorical messaging is the most effective. A message like the one below demonstrates an understanding of the intended receiver's goals and attempts to share a goal between the two parties.
“Protect you and your loved ones, help stop Ebola”
CONCLUSION
This is just one example of how message design logics theory is extraordinarily useful in everyday life. It has been shown to have positive implications for work relationships when rhetorical message designs are used (Peterson & Albrecht, 1996). Messages viewed as positive in medical diagnosis disclosures often use conventional or rhetorical message designs (Caughlin et al., 2008; Scott et al. 2013) Academic administrators could use this theory to better understand why certain students may have a stronger attraction to certain material or certain classes, depending on what type of message constructs the professor teaching the class is using. The theory could also be used in political persuasion and diplomatic relations and public health communication. It explains, describes, and predicts behavior extremely well.