Editorial Writing
J4420/7420 Missouri School of Journalism
Persuasion Opinion that moves opinion
Clyde Bentley, Ph.D., University of Missouri School of Journalism
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Fact of life:
Persuasion is now the great common denominator
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Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Natural persuasionWe use principles of persuasion everyday, either as receivers or deliverers of persuasive messages.
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Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Habits, Values, Beliefs• Habits: behaviors, unconscious, hard to verbalize
• Values: overarching goals• Beliefs: subjective information about actions or belief
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Attitudes and Opinions• Attitudes: Learned, enduring, emotional evaluation that exerts a directive impact on social behavior
• Opinions: Cognitive judgment, focused. May be supported by observations.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Classical Definitions of PersuasionRhetoric: The legacy of early democracy
Ethos: An appeal to the authority or credibility of the presenter. I am qualified
Pathos: Appeal to the audiences emotions. Metaphors, similes, passionate delivery
Logos: A logical appeal. The facts support the claim.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Enthymeme
"Socrates is mortal because he's human.”Formal syllogism:
• All humans are mortal. (major premise - assumed)
• Socrates is human. (minor premise - stated)
• Therefore, Socrates is mortal. (conclusion - stated)
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An informally stated three-part deductive argument (syllogism).
Not quite air tight.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Greek Persuasion by the Numbers
Cicero’s five elements of persuasive speaking:
1.Evidence2.Organization3.Styling4.Memorizing5.Delivering
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Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Three Flavors of Persuasion
• Influence – The kinds of things and ways that alter a person's attitude or behaviors.
• Coercion – Uses some level of force—physical or psychological—to gain compliance.
• Propaganda – Uses some level of psychological pushing that convinces the population to believe, or act in accord with the sources’ suggestions.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Narrative TheoriesBased on premise that human beings are instinctually the tellers of stories.
Writer presents facts and opinions to get the reader to understand why something is right, wrong or somewhere in between.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Priming
• Either introduces new things or brings old thoughts close to the surface of the subconscious, making them more accessible.
• Priming has a limited effect as the thoughts fade back to the deeper subconscious. Typically, primed ideas are effective for around 24 hours.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Framing: Using facts, observations or habits to give perspective to a situation.
Example – A vacation to the mountains:Mr. A – a chance for exerciseMs. B – a chance to read in peaceMrs. C – relief from boredom
Editorial Writing
J4420/7420 Missouri School of Journalism
Get serious about PERSUASION
In theory, at least
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Ultimate terms (red flag words)
• God terms carry blessings, demand sacrifice and obedience. E.g. progress, value.
• Devil terms are reviled and evoke disgust. E.g. fascist, pedophile.
• Charismatic Terms are not like God and Devil terms, which are associated with observable things. These terms are more intangible.(freedom, contribution, etc.)
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
The Elaboration Likelihood Model (ELM)
Central information processing route• Reflective, takes mental effortPeripheral information processing route• Reflexive, mental shortcuts
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
SMCR Model of Persuasion• A source (S) (or persuader), who or which is the encoder of the message,
• A message (M), which is meant to convey the source's meaning through any of the codes,
• A channel (C), which carries the message and which might have distracting noise, and
• A receiver (R), who decodes the message, trying to sift out channel noise and adding his or her own interpretation.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Theory of Reasoned Action
• Persuasion is primarily passed on the central processing channel of the ELM.
• People are rational decision makers• People make use of the information given to them.
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Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Cognitive DissonanceAssumption: Humans are consistent . Produce tension via two conflicting thoughts at the same time.
Relieve by:•Change behavior.•Justify behavior by changing the conflicting cognition.•Justify behavior by adding new cognitions.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Information manipulationIn order to persuade or deceive, a person deliberately breaks one of the four conversational maxims:•Quantity: Information given will be full (as per expected by the listener) and without omission.•Quality: information given will be truthful and correct. •Relation: information will be relevant to the subject matter of the conversation in hand.•Manner: things will be presented in a way that enables others to understand and with aligned non-verbal language.
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Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Amplification strategy• Displaying certainty about an attitude when talking with another person will act to increase and harden that attitude.
• When the attitude displayed is more uncertain, then it will act to soften the attitude.
• Using an emotional attack on a cognitive attitude will increase resistance
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Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Amplification – more strategies• A cognitive attack is more effective.• To persuade another person, align your projected attitude with theirs. If you are non-aligned you will only act to create resistance.
• To put off a persuader, mis-match their attitudes. When they are logical, be emotional, and vice versa.
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Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Persuasion knowledge model
Persuasion is more effective when people on both sides know something about each other and the topic.
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Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Reciprocity NormWe fill obliged to return favors
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Scarcity Principle We want what is of limited availability.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Door In The Face (DITF) Cause rejection then make real offer. (Start high and go lower)
Foot In The Door (FITD)Make small offer then increase. (Start low and then go higher)
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Forced Compliance: Obligation to obey. People will comply with perceived authority.
Sleeper Effect:
Persuasive messages increase effectiveness over time.
Persuasion: Opinion that moves Opinion
Clyde Bentley, Ph.D.Univ. of Missouri
Sapir-Whorf Hypothesis
The language we use creates the reality that we believe.