1. YURIANA ALCALA CH. 9 Source Characteristics

2. The Nature of Source Characteristics Historical background A taxonomy of source characteristics by William McGuire Basic two: expertness and trustworthiness Bases of Power

3. Historical background Aristotle suggested three paths to influence: Logos Pathos Ethos

4. Logos Persuasion resulting from rational argument An argument based on logos needs to be logical. Logos normally implies numbers, polls, and other mathematical or scientific data Advantages: Data are hard to manipulate, so it is harder to argue against a logos argument. Logos makes the speaker look prepared and knowledgeable to the audience, enhancing ethos

5. Pathos Pathos appeals to the audience's emotions Can be accomplished by a metaphor or story telling, common as a hook, by general passion in the delivery and an overall amount of emotional items in the text of the speech, or in writing

6. Ethos The mode of persuasion attributable to the source’s character Root of ethikos, "moral, showing moral character” To the Greeks ancient and modern, the meaning is simply "the state of being", the inner source, the soul, the mind, and the original essence, that shapes and forms a person or animal Ethos should be achieved only by what the speaker says, not by what people think of his character before he begins to speak

7. Source characteristics by William McGuire Credibility Attractiveness Power

8. Credibility Refers to source characteristics that make message content more believable Target audience decides whether to make message content part of their own belief system “Can I believe the source?”

9. Attractiveness Source characteristics that make the agent a rewarding person to whom to associate Familiarity, physical beauty, social rewards and similarity of outlook are important aspects “Do I like the source?”

10. Power The ability of a source to mediate tangible costs and benefits Target audience are concerned about avoiding punishment or receiving rewards, the power of the source will be uppermost in their minds Legitimate authority (police officer) “What can the source do to me?”

11. Two basic ways to increase persuasion Expertness  Speaker’s credentials  Language  Not something that a source has, but instead something that a receiver believes about a source. Trustworthiness  Nonverbal demeanor that indicates sincerity  Trust and confidence

12. Bases of Power A relationship between two or more persons, in which one party is able to determine the extent to which others’ outcomes are achieved, over and above the others’ efforts Reward power Coercive power Legitimate power