persuasive speaking PDF

Preview

Summary

Download persuasive speaking PDF

Description

Tuesday, March 13, 2018

Persuasive Speaking Scom 123 - Group Presentations!

- Foundations of Persuasion — communication process of converting, modifying, maintaining the attitudes (a learned predisposition to respond a certain way toward an attitude object)/behavior of others!

• Coercion v. Persuasion — difference is free choice! • Attitude-Behavior Consistency! - Direct pressure — attitudes forming from direct experience usually conform more closely to actual behavior than those formed more indirectly — strong attitudes more likely to predict behavior than weakly held, borrowed attitudes!

- Social pressure — very strong influence but may prove reason for inconsistent behavior!

- Level of required effort — attitudes/behavior often inconsistent because consistency may require too great an effort to perform the behavior, ergo, assign audience least amount of action to provide support for one’s cause/belief !

• Goals of Persuasion! - Conversion — highly unlikely from a single persuasive attempt unless a significant emotional event occurs!

• Social judgement theory — when listeners hear a persuasive message, they compare it with attitudes they already hold (anchor), suggests setting conversion as goal for persuasion is usually unrealistic!

- Latitude of acceptance — positive positions! - Latitude of non commitment — positions which only provoke a neutral or ambivalent response!

- Latitude of rejection — positions person finds objectionable because belief is too far from one’s anchor attitude!

• Ego involvement — the degree to which an issue is relevant or important to a person!

- Modification — moderate views are most persuasive because they are more likely to become the new anchor position because of their appeal to one’s latitude of acceptance!

- Maintenance — induce resistance to counter persuasion!

1

Tuesday, March 13, 2018

• Forewarning — creating a sense of threat to audience members in an attempt to change their attitudes or behavior, gives listeners time to generate arguments which thwart attempted persuasion and rehearse their responses!

• Counter arguing — present a weakened version of opposing arguments to audience and then refute points!

• Elaboration Likelihood Model — overarching explanation for how listeners cope

with the bombardment of persuasive messages by sorting them into those which are important, and those which are are less relevant!

- Central — mindfulness, content of message is scrutinized for careful reasoning and substantial, credible evidence and desire for elaboration emerges — ideal route for processing!

- Peripheral — mindless, little attention to processing, credibility derived centrally from audience reaction and not construction of argument!

- Parallel processing — degree to which a receiver emphasizes the central or peripheral route depends primarily on the person’s motivation and ability to think about and carefully assess the quality of persuasive message!

• Culture and Persuasion! - Cultural persuasion is best, if adapted to different culture types (order to collectivist, individual rights to individualist)!

- Persuasive Speaking Strategies! • Establish Identification — affiliation and connection between speaker and audience!

- Likability! • Social cohesion — something which binds people in mutual liking! - Stylistic similarity — one may attract greater collective identification if looking/ acting similarly (ex: formal, informal)!

- Substantive similarity — identifies common ground between speaker and audience in experiences, perceptions, values, attitudes!

• Build credibility — judgements made by a perceiver concerning the believability of a communicator!

• Ethos — good sense, good moral character, good will! - Competence — audience’s perception of the speaker’s knowledge and experience on a topic — provide this and cite sources!

- Trustworthiness — how truthful one perceives the speaker to be !

2

Tuesday, March 13, 2018

- Dynamism — the enthusiasm, energy, and forcefulness exhibited by a speaker, a good balance exhibits the most credibility!

- Composure — audiences influenced by speakers who are emotionally stable, appear confident and in control of themselves, and remain calm even when problems arise during a speech!

• Appropriateness of composure depends on the context! - Interacting dimensions is important! • Build Arguments! • Logos — logic bolstered by supporting materials! • Pathos — emotional appeals! - Toulmin structure of argument! • Argument — implicitly/explicitly presents a claim and provides support for the

claim with reasoning (thought process of drawing conclusions from supporting materials) and evidence (supporting materials whose purpose is to bolster claims which are controversial)!

- Claim — that which is asserted and requires support! - Grounds — reasons to accept a claim and the evidence used to support those reasons!

- Warrant — the reasoning which links the grounds to the claim, usually implied!

- Backing — the reasons and relevant evidence which supports the warrant! - Rebuttal — exceptions or refutation which diminishes the force of the claim! - Qualifier — degree of truth to the claim! - Propositions — primary, overriding claim for a persuasive speech which defines and focuses the argument, limits issues to what is relevant, and sets standards for what should be addressed!

• Fact — alleges a truth! • Value — judgement which assesses the worth or merit of an idea, object, or practice!

• Policy — calls for a significant change from how problems are currently handled!

- Persuasive arguments are stronger when they appeal to both listeners who process messages peripherally (quantity of arguments) and centrally (quality of arguments)! 3

Tuesday, March 13, 2018

- Persuasive evidence — must be attributed to a highly credible source, should be seen by audience members as legitimate, must gain the attention of audience, and not overwhelm audience!

• Use Emotional Appeals! - General emotional appeals! - Fear appeals — the more fear is aroused in listeners, the more vulnerability, and the more likely the audience will be convinced!

• Audience must feel vulnerable for appeal to be successful! • A clear, specific recommendation for avoiding or lessening the fear is important (do not provide a problem without a solution)!

• Recommendation must be perceived as effective! • Listeners must perceive they can perform the actions recommended (also, effort required should be low)!

• Fear appeals are more persuasive when combined with high-quality arguments!

- Anger appeals — must be of a balanced intensity to ensure audience reaction is constructive and not destructive and one must present anger appeals with a calm persona and not taunt audience!

• Anger Activism Model — explains relationship between anger and persuasion and determinants for success in anger provoking desired behavior — also, success is achieved if 3 elements are combined and intense anger has potential to motivate action!

- The target audience initially agrees with one’s persuasion message! - The anger produced by one’s message is intense! - Audience members perceive they can act effectively to address their anger! - Ethics and emotional appeals — emotional appeals ethical as long as they complement the central route to persuasion (skepticism), are unethical if delivered in form of fabrications, distortions, and rumors!

• Induce Cognitive Dissonance — feeling produced upon discovery of double

standards/apparent inconsistency which can persuade one to act in favor of desired argument/position, eliminating problem!

• Use Contrast Effect (door-in-face strategy) — listeners are more likely to accept a

large second request or offer when contrasted with a much larger initial request or offer, works well when presenting a solution to a problem!

4

Tuesday, March 13, 2018

• Use a Double-Sided Strategy — more effective than single-sided messages in convincing listeners to change attitudes, presentation of main arguments supporting the proposition!

- Refutation — solution answer to common objections! • State opposing argument! • State reaction to opposing argument! • Support response with reasoning and evidence! • Indicate to what effect opposing arguments have on the strength of the case

5...