PERSUASION IN SOCIETY - Corwin

[Pages:79]PERSUASION IN

SOCIETY

HERBERT W. SIMONS with JOANNE MORREALE and BRUCE GRONBECK

Table of Contents

List of Artwork in Persuasion in Society

xiv

About the Author

xvii

Acknowledgments

xix

Preface

xx

Part 1: Understanding Persuasion

1. The Study of Persuasion

3

Defining Persuasion

5

Why Is Persuasion Important?

10

Studying Persuasion

14

The Behavioral Approach: Social-Scientific Research on

the Communication-Persuasion Matrix

15

The Critical Studies Approach: Case Studies and "Genre-alizations"

17

Summary

20

Questions and Projects for Further Study

21

2. The Psychology of Persuasion: Basic Principles

25

Beliefs and Values as Building Blocks of Attitudes

27

Persuasion by Degrees: Adapting to Different Audiences

29

Schemas: Attitudes as Knowledge Structures

32

From Attitudes to Actions: The Role of Subjective Norms

34

Elaboration Likelihood Model: Two Routes to Persuasion

34

Persuasion as a Learning Process

36

Persuasion as Information Processing

37

Persuasion and Incentives

38

Persuasion by Association

39

Persuasion as Psychological Unbalancing and Rebalancing

40

Summary

41

Questions and Projects for Further Study

42

3. Persuasion Broadly Considered

47

Two Levels of Communication: Content and Relational

49

Impression Management

51

Deception About Persuasive Intent

51

Deceptive Deception

52

Expression Games

54

Persuasion in the Guise of Objectivity

55

Accounting Statements and Cost-Benefit Analyses

55

News Reporting

56

Scientific Reporting

57

History Textbooks

58

Reported Discoveries of Social Problems

59

How Multiple Messages Shape Ideologies

59

The Making of McWorld

63

Summary

66

Questions and Projects for Further Study

68

Part 2: The Coactive Approach

4. Coactive Persuasion

73

Using Receiver-Oriented Approaches

74

Being Situation Sensitive

76

Combining Similarity and Credibility

79

Building on Acceptable Premises

82

Appearing Reasonable and Providing Psychological Income

85

Using Communication Resources

86

Summary

88

Questions and Projects for Further Study

89

5. Resources of Communication

93

Resources of Language

95

Intensify/Downplay

95

Hugh Rank's Six Components of Intensify/Downplay

96

Compliance-Gaining Tactics

102

Nonverbal Resources

104

Visual and Audiovisual Resources

108

Resources of the New Media

110

Summary

111

Questions and Projects for Further Study

112

6. Framing and Reframing

115

Metaphors as Frames

117

Creative Reframing Through Generative Metaphors

119

"Frame" as Metaphor

120

Cultural Frames and Verbal Repertoires

121

Research on Frames and Reframes

123

Metacommunicative Frames

124

Reflexive Metacommunications

124

Responsive Metacommunications

125

Reframing in Political Confrontations: "Going Meta"

125

Reframing in Psychotherapy

128

Summary

130

Questions and Projects for Further Study

132

7. Cognitive Shorthands

135

Cialdini's Seven Principles

136

Contrast

136

Reciprocity

137

Consistency

138

Social Proof

139

Liking

140

Authority

140

Scarcity

142

Mother Turkeys or Faulty Automatic Pilots?

143

The Mother Turkey Hypothesis

143

A Critique of the Mother Turkey Hypothesis

144

An Alternative Hypothesis: The Faulty Automatic Pilot

148

The Highly Persuasible Persuadee

149

Get-Rich Scheme

150

Telephone System Anyone?

151

Summary

152

Questions and Projects for Further Study

153

8. Reasoning and Evidence

155

Propositions of Policy, Fact, and Value

158

Changing, Repairing, or Retaining a Policy: The Stock Issues Revisited

161

Types of Evidence as Resources of Argumentation

167

Fallacies Reconsidered

171

The Case of Gulf War Syndrome

174

Summary

175

Questions and Projects for Further Study

177

Part 3: Contexts for Persuasion

9. Going Public

181

The Genuinely Committed Persuader

182

Strategic Planning: A Three-Step Process

183

Step 1: Goals, Audience, Situation

183

Step 2: Initial Strategizing

186

Step 3: Test-Marketing and Revision

191

Organizing Messages

194

Introduction

195

Body

198

Conclusion

199

Issues in Message Design

200

Explicit Versus Implicit Conclusion Drawing

200

"One-Sided" Versus "Both-Sided" Presentations

201

Magnitude of Discrepancy Controversy

202

Fear Appeals

204

Adapting to Different Audiences

205

Summary

207

Questions and Projects for Further Study

208

10. Planning Campaigns

211

Campaign Planning

212

Setting Campaign Goals

212

Undertaking Research and Development

214

Formulating a Basic Strategy

215

Mobilizing for a Campaign

217

Seeking Legitimacy for a Campaign

218

Promoting a Cause

219

Activating Campaign Audiences

221

Types of Campaigns

223

Indoctrination Campaigns

224

Public Relations Campaigns

228

Corporate Issue Advocacy

229

Crisis Management Campaigns

233

Summary

238

Questions and Projects for Further Study

239

11. Staging Political Campaigns

243

Persuasion in the Four Stages of Presidential Campaigning

245

Pre-Primary Period (Surfacing)

245

Primary Period (Winnowing)

246

Convention Period (Legitimating)

247

General Election Period (Contesting)

248

Machiavellianism in Political Campaigns:

A Guide to Getting Elected to High Office

251

General Strategies

251

Fundraising

252

Physical Appearance

252

Choosing Arguments and Appeals

253

Video Politics

254

Advertising

256

Endorsements

257

Speech Making

257

Campaign Debates

258

Campaign Decisions That Matter: Five Case Studies

259

Case 11.1: "Furlough" Ad

259

Case 11.2: A Place Called Hope

263

Case 11.3: Should Dole Have Attacked Clinton's Character in 1996?

266

Case 11.4: Clinton's Early Issue Advocacy Advertising

267

Case 11.5: George W. Bush Campaign in South Carolina

269

Summary

271

Questions and Projects for Further Study

272

12. Analyzing Product Advertising

275

The Changing Character of Advertising Campaigns

277

Idolatry (1890-1925)

278

Iconology (1925-1945)

278

Narcissism (1945-1965)

279

Totemism (1965-1985)

280

Case Study: The Best Beer

282

Today's Advertising: The Pantheistic Phase

283

Narrowcasting

283

Breaking With Tradition: Anti-Ads

284

Misdirection in the Language of Advertising

288

Visual Deception in Product Advertising

290

Subliminal Advertising

292

Summary

295

Questions and Projects for Further Study

297

13. Talking Through Differences

299

Persuasion in Social Conflicts

300

Cooperation and Competition in Mixed-Motive Conflicts

302

Symmetrical Versus Asymmetrical Conflicts

303

Productive and Destructive Conflicts

305

Dealing With Conflicts Productively

306

Getting to Yes in Business Negotiations

309

Public Debates

310

The Persuasion Dialogue

314

Moving to Dialogue in Interpersonal Conflicts

316

Case 1: A Taped Conversation About a Taped Conversation

316

Case 2: A Structured Conversation About Abortion

320

Summary

323

Questions and Projects for Further Study

324

14. Leading Social Movements

329

What Are Social Movements?

332

Types of Social Movements

333

Tactics of Social Movements

334

Confrontation

335

Cultural Politics

335

Social Protests and Mass Media

336

Leading Social Movements:

The Requirements-Problems-Strategies (RPS) Approach

338

Requirements

339

Problems

339

Strategies

341

Open- and Closed-Minded Movements

346

The Fate of Social Movements

348

Summary

349

Questions and Projects for Further Study

351

15. More About Ethics

355

Perspectives on Ethics

357

Pragmatism

357

Utilitarianism

360

Universalism

362

Dialogic Ethics

362

Situationalism

363

The Ethics of Faculty Advocacy in the College Classroom

365

The Mindful Society

369

Prime-Time Entertainment Sellout

370

Newspaper Sellout

371

The Ethics of Being Ethically Sensitive

374

Summary

376

Questions and Projects for Further Study

377

Appendix I: Resources for the Persuader

381

Appendix II: Different Strokes for Different Folks

385

Appendix III: Ethical, Unethical, or Borderline? A Self-Survey

389

Index

401

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