Persuation in Communication Essay

The concept of Persuasion has been unquestionable betwixt the 1940s and 1950s after studies aimed at defining the optimal persuasive effectiveness of Propaganda, being it governmental or an advertising campaign. Like the sodium thiosulfate Needle supposition, it considered audiences passive although the scope of a campaign switched from consumption into persuasion. Researches on Limited Effects of mass communication demonstrated that hearts are successful only if they found the same opinions of their receivers. Therefore, the focus of any campaign has to be on individual psychological factors.unalike the Hypodermic Needle Theory, Persuasion Theory considers the Stimulus-Response poseur as interposed by a filter individuals specificities, i.e. psychological characteristics of an individual. In this perspective, persuasive messages are thus able to activate an attitude alteration that stern modify behaviors of consumers, voters and individuals in general.According to Persuas ion Theory, the communication process consists of a three phase model Communication-Attitudes-Behavior. See also the communication process of Limited Effects Theory and the Two-Step Flow Model. Unlike the Play Theory of Mass Communication, the concept underlying persuasion is that information is provided to influence receivers behaviors. Once they had developed the concept of persuasion, researchers on Persuasion Theory focused on the audiences and the content of messages.Audiences in Persuasion Theory4 psychological factors of audiences have been identified An audience is interested in getting information. To reach a bigger audience (including those who seem to be non interested in certain information at that moment) the message has to be designed to capture peoples attention.Selective exposure. People are more(prenominal) interested in a message if it supports the same opinions and ideas that they already have. Selective perception. Audiences select information that is right ha nd for them, and a message bum be voluntarily misunderstood or simply not caught if audiences seaportt chosen to receive that piece of information. A receiver perceives opinions embedded in a message according toMessages in Persuasion TheoryRegarding the message, Persuasion Theory identified 4 factors that facilitate and reenforce the persuasion process The credibility and re commitation of the communicator. It implies the acceptance of the message by a receiver the level of persuasion is low if the producer of the message is considered not credible or reliable. The order of statements. In this deference there are two different schools of thought some consider it more effective to put opinions supporting a defined position at the beginning of the message transmitted (primacy effect) others sustain the resistance (regency effect). Completeness of statements.If receivers are not in favor of a certain opinion, the persuasion increases when a message contains both(prenominal) suppo rting and contrasting statements regarding the opinion. If receivers agree on a certain opinion or are not knowledgeable or educated, it is better a message includes only pros of the opinion supported. In any case, it has damaging effect in terms of persuasion if any relevant topic about an opinion is omitted in the content of the message. Announcement of conclusions. If a receiver is interested in a message it is better not to barely state the conclusions of the message, but to leave them implicit.Application of Persuasion TheoryPersuasion Theory sewer be applied inPolitics to promote certain candidates, persuade voters to switch their preference, convince crowd together about needed changes or about the validity of certain political commitment for society.Business in advertising, to position products or services in consumers mind, to persuade prospects to switch supplier, to create a need for current products, to sustain sales of cash cows businesses, to change organizational culture, to support or implement a change project. Conflicts and negotiations. Strengths of Persuasion Theory.BenefitsThe main advantage of Persuasion Theory is that it offers cost-effective approaches for various uses. It can help in many different kind of situations from resolution of conflicts to solve organizational, advertising, sales and marketing issues, but can also help in interpersonal relationships. Limitations of Persuasion Theory.DisadvantagesAn authoritative source of limitations of Persuasion Theory is a book Power and Persuasion Ideology and Rhetoric in Communist Yugoslavia 1944-1953 from Carol S. Lilly. The author analyse the most frequently used Persuasive Techniques to sustain a long-term cultural transformation of society. Lillys conclusions are 1) Persuasion is most effective when a communicator builds on existing values and beliefs. The attempt to change peoples values or create new ones has proven to be highly ineffective. It is practically impossible to rad ically transform an existing culture. 2) Since persuasion is predominantly utilized in newspapers, radio, television, education and arts, those who fagt enjoy these tools are less likely to be persuaded.