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90 Cards in this Set

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"business model"
From Bochner essay. What a student/faculty brings such as the philosophy of education. Education is a consumer product for the students. This includes the teachers and students both wanting to take the easy way out. Everybody wins in this model. You pay your money to go to school so you expect your degree to be easy. Ethically it is the teacher and students job to do the work and receive an education. Philosophy of what a higher education is about. What the purpose of education is. A good education implies being uncomfortable because the student is being challenged.
"self expression"
In his In his article “Say It Ain’t So,” Stanley Fish discusses “self-expression” as a deeply flawed cultural assumption about the purpose of writing. In Fish’s view, this flawed assumption—along with the assumption that one’s opinions are inherently interesting—helps to explain why writing in our culture is of such generally poor quality. Fish insists that writing is not about us, but instead about the audience for which we are writing. It is fundamentally an act of “communication or persuasion” with that audience. If we buy into the idea that the purpose of writing is self-expression, then we won’t put in the level of thought and effort needed to make our ideas clear and compelling to others, and we will be far less effective in the writing we do. Fish’s concept of “self-expression” is important for the course in that reminds us that the true purpose of writing (and reading) is conversation, which is a pretty fundamental paradigm shift from how we are culturally accustome
book "ownership"
making the book a part of yourself. “How to be a Demanding Reader” majority of people don’t know how to deal with readings and putting that effort into the book. The importance of liberal arts shows up and helps us express and encourage to practice what the authors are saying. Being an active, not a passive reader. When you are a passive reader you physically own the book but not in any way that matters. To really own the book you engage in conversation with the author and make the book a part of yourself. Writing in margins, jotting down thoughts, helps you get more out of the material you’re reading.
active reading
highlighting, writing in the margins, writing your reactions and ask questions of the text constantly, engaging in the material. “How to be an Active Reader” Reading is hard to do and it is boring to us, we’ve been trained and influence to have these expectations of an education which we view as not pleasing. It’s important to be over your head and uncomfortable but you have to learn to deal with it. The authors argue force you to shift your thoughts and attitude. They use a metaphor that reading is like learning to snow ski—hard to teach. Reading as having a conversation with the author. Ask questions while reading—what is this about? What are they arguing? How compelling? Why was this assigned?
persuasion (W&D)
The interactive process of preparing and presenting verbal or nonverbal messages to autonomous and often receptive individuals in order to after or strengthen their beliefs, attitudes and behaviors. Persuasion can be seen in two different ways. One tradition sees it as an ethically suspect process where advocates ask others to change their beliefs. Plato called “rhetoric”—the older term for persuasion—little more than a “knack.” For Plato, persuasion was “a part of some business that isn’t admirable at all.” The second tradition is less prejudiced against persuaders and more conscious of the natural and often positive tendency in humans to shape consensus and agreement. Erwin Bettinghaus and Michael Cody emphasize that a persuasive situation involves a conscious attempt by one individual or group to change the attitudes, beliefs, or the behavior of another individual or group of individuals through the transmission of some message.
Jim Jones
California evangelist, powerful leader of the cult “The People’s Temple.” Attracted members through activities and services designed to make them feel special and different. Convinced them to have a mass suicide—912 followers were shot or took their lives. According to one member his only source of pleasure “was observing his followers’ total devotion to him.” He became obsessed with his control over the inhabitants of the new village. Members were publicly beaten and humiliated. Bizarre marathon meetings were held in which he revealed his belief that he was the target of assassination plots. He began preaching with a gun at his side and erupting into tirades when a member tried to leave a meeting. Symbolic violence, he had attracted people first to his ideas, then to his isolated missions, and finally to their deaths.
minimal effects
(W&D, 15) Sometimes described as the primary result of resistance. This theory holds that even apparently fluent and effective messages will usually produce only limited effects in their intended receivers. In assessing even the most effective selling attempts of Hollywood or Madison Avenue, for example, researchers typically find audience responses that are “selective,” “limited,” and highly variable from person to person. Think of persuasion as a very steep mountain, which the persuader must climb. Resistance to his or her efforts is constant and sometimes insurmountable. Another aspect of minimal effects theory counters common beliefs. The electronic media produce weaker persuasive effects than direct interpersonal contact.
impression management
(W&D,12-13) Photos, status, updates, wallposts, applications, links, quizzes on facebook are all examples of impression management. Goffman’s strategies for projecting your interests to those who we come in contact with, we want to be liked and have our ideas accepted; we want to be respected and valued so we persuade; no moment in the routine events of the day too small to be devoid of persuasion; every role we play carries a number of possible strategies for influencing others. In words, gestures, and small signs, we leave a trail of cues that are meant to guide the responses of our audiences. We engineer the terms of daily life to achieve specific effects.
pure expression
W&D, 18) Characterized only by a desire to speak your mind rather than have others agree or disagree, act or not act. We may want to unload our anger, joy, anxieties, or fears merely for the sake of the release it provides. Many expressions can make us feel better: lecturing the family dog for eating the furniture, cheering on the home team, etc. What we say isn’t all about eliciting a reaction from someone else. Egocentric, all about us, we get satisfaction from making inward feelings outward. Fish argues this is what we do but we shouldn’t.
pure persuasion
(W&D, 19) Opposite of pure expression—we are more concerned with how our ideas or actions will affect other people; this is what Fish wants us to do. We want people to believe what we are saying; we look for signs of commitment and approval as evidence of belief. In the language of attitude research, it wants “reception” (understanding) as well as “yielding” (acceptance and compliance).
Protagoras
Sophist; defines democracy; “Man is the measure of all things;” people should be left with the power to judge what is just, true, and fair themselves. There are no “natural” or fixed guidelines for conduct. The rules we live by cannot be gleaned from divine sources, only from ourselves. If man is the measure, then issues that spark public persuasion and controversy are about preferences rather than truths or ultimate answers. In decisions that are trivial such as which brand of soap to buy to important decisions like speaking against a colleague’s proposal, the final choice is personal and unique to our situation. What we think and how we feel determines how we act.
"the open society"
A society in which people who base their decisions on the authority of their own intelligence. A society is open when the right to make choices is—as much as possible—left to its members. Popper says open society encourages discussion, debate and criticism and responds to public opinion. A closed society is when its leaders determine that differing viewpoints are unnecessary or dangerous. There is tolerance for differences, technology aids and it encourages openness of society (goes against Postman). An open society guarantees the right to debate matters as diverse as religion, politics, and public policy.
the "negative"
Burke referred to humans as "inventors of the negative" there is no negative in nature, the negative is a creation of language--it is a concept with no referent in the physical universe. Emphasizes meaning is relational. The ability to see negative relationships has a companionship image (ex. large/small, rich/poor). Saussure's belief, "concepts are purely differential and defined not by their positive content but negatively by their relations with the other terms of the system. Found under symbols, meaning, interpretation and understanding.
Roman Jakobson
provided most comprehensive classification of function of language: In his system each function is associated with 1 of the 6 essential elements of human communication: source, channel, message, receiver, language, and thought. Rhetorical speech is most complex of all language—influences the beliefs, attitudes, and behaviors of others.
Doris Graber
Five major functions of political language = information dissemination (sharing of explicit information about the state of the nation), agenda setting (before something can become an issue, a prominent politician must first articulate a problem to bring the issue to public attention), interpretation and linkage (control over the definition of a situation is essential in political campaigns), projection for the future and the past, and action stimulation (language serves as rationale for social action. Words can evoke, persuade, implore, command, label, praise, and condemn)
doublespeak
(W&D, 71-74) Language that pretends to communicate but really doesn’t. It says one thing, but means something else. It confused or hides the true meaning or intent of the communicator. If the language we hear is corrupt and misleading, it will corrupt and mislead our thought processes. Erosion of trust is the most devastating effect of doublespeak. There are four kinds of doublespeak: euphemisms (designed to avoid negative or unpleasant reality), jargon (specialized and created for specific functions by people in a trade or profession.), bureaucratese (piling on of compound words and complex sentences that actually communicate very little), and inflated language (marked by euphemisms, jargon, and bureaucratese—designed to make the common appear uncommon, the ordinary seem extraordinary).
Thamus
Postman uses this example to show that technology is both good and bad. Theuth only saw the good and Thamus only saw the burden of writing. He saw how it corrupted us and language changed because new words were coming (ipod, text message). Has a positive and a negative, both a blessing and a burden. He stated that the invention of writing caused people to not have as strong as memory and has become forgetful. Thamus believes that writing is of recollection rather than memory as Theuth believed.
ideological bias
media war going on and is pulling us in two opposite ideological directions; example: books vs. tv in classroom; pc used in class; online classes vs. real classroom instruction
to value one thing over another
the world of television
we want our world to be the way it is on television. TV has taken over and we expect all info to be entertainment; changes the structure of discourse; encourages certain use of intellect by favoring certain definitions of intelligence and by demanding a certain kind of content.
hegemony
From the Marxist Theory, developed by Gramsci (prison notebooks) “The process by which a social order remains stable by generating consent to its parameters through the production and distribution of ideological texts that define social reality for the majority of people” (cloud, 1996). General power of language- Edelman. Suppressing the revolution through how people perceive society. Material resources aren’t allocated fairly. Work to build up certain perceptions. When a social group or society stays at its current form. Way of looking how persuasion functions in our culture.
"white" propaganda
Jowett and O’Donnell- sources correctly identified, information generally accurate (Moscow radio= cold war propaganda), information is mostly truthful and above board
truthful data but making it look a certain way to form impressions, accurate but selective facts
transactional
Jowett and O’Donnell-it is continuous, a dynamic process of co-creating meaning. Natural “gave and take” whereas propaganda is unidirectional. Key in how they distinguish—
Persuasion is transactional: give and take, both parties offer messages, conversation
Propaganda: no feedback
visual juxtaposition
images and how they’re put together. What scene follows what scene (Bowling for Columbine). Persuasive tool because you can manipulate how people see things.
John Givens
character in Revolutionary road (“insane” son), key character in the movie (how he states what they are doing, first they are not conforming and then they are)
60 minutes
persuasive appeal, invite viewers to make certain associations; narrative structure it used was documentary but not typical,; owe character of modern news today to 60 minutes—proved news can make money; presented ideas in a certain narrative dramatic structure so people wanted to watch it→ pulling away layers, discovering something slowly (like Bowling for Columbine); melodramatic narrative structure
"the hyperreal"
Page 102 of Mediated. The real is not real enough for us. We want something that has the authenticity of the real. We get bored if the real is always what is going on. An example would be that if we set up a camera within the David Student Union for 12 hours with no editing. The hyper real is much more entertaining and stimulating. We expect that reality should be optional. Decide what we want to be real or more real.
coercion
“use of force” or intimidation. to gain “compliance” forcing or compelling as by threats to do something. In the James Bond clip that we watched in class he had used the tactful forces by threatening to cut of the guys pinky and getting in his face. known as the “threat of violence”. Another example is when the guy took his mask of it showed Bond that he was in a way smarter than him by tricking him which could intimidate Bond. The lights were also dimmed and Bond didn’t exactly know who was in the room. Another form of intimidation. Ever present threat of violence.
persuasion (Jowett and O’Donnell)
“propaganda is deliberate, systematic attempt to shape perceptions, manipulate cognitions, direct behavior to achieve a response that furthers the desired intent of the propagandist” : 1). deliberate= willful, intentional, and premeditated. 2). systematic= precise and methodical, carrying out something with organized regularity- know exactly how they want you, as an audience, to respond. 3). propaganda as an attempt to directive communication with an objective that has been established “a priori” persuasion is transactional. This means there is turn taking, there is
a dynamic process of co-creating meaning
-persuasion seeks voluntary change. The audience must accept that they
will do the change, or it will not happen. You cannot force the audience
for change if they do not volunteer it.
-Persuasion generally benefits all the parties involved. It does not
just benefit the one persuading. Everyone benefits from persuasion
propaganda (Jowett and O’Donnell)
deliberate systematic attempt to share perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the intent of the propagandist. Propaganda is unidirectional, promotes adherence to one specific ideology by limiting options, and only benefits the persuader.
method acting
you have strong emotional connection and feelings about events that you weren't actually there for
-started around JFK assassination, another example is Princess Di's death
(was different around Pearl Harbor)
-technology helps us to feel like we were there because we see it over and over again on tv, articles, etc.
flattery of representation
-because you're married and have a great career, things you own make you important,
-more about appearance and how things make you look
the "Blob"
In Mediated the blob portrays cultural postmodern media. It sucks in things that used to be real and authentic, but then turns it into fake. We want the experience to be the real on our terms. De Zengotita calls it the blob because he said you couldn’t name the incomprehensible. You can’t get outside the process of mediation, which is why you can’t comprehend it. Anything more specific couldn’t do justice to mediation precisely because it proceeds so variously.
ex: kids playing outside, now they play video games and computer games
Justin's Helmet Principle
An aesthetic sense that something is amiss; then the realization that you can’t pin down exactly what the problem is, while the advantages are obvious—and that queasy feeling will subside in time. (Ex: It wouldn’t make sense to not have your child ride a bike without a helmet—regardless of whether you did it when you were a kid or not, it is dangerous and what if they got hurt? People working out in gyms—going nowhere but working so hard, and then you begin to do it as well. A clone of yourself so that you can have your organs if your own start failing. It sounds horrible but )
cult of the child
(Mediated, 41) No society in history has ever sanctified children the way we do. Children are icons of the media age. What we, in our time, find in children goes way beyond innocence, in the sense of absence of corruption. What we see in children, through children, is all things given for the first time. Children connect us to the real. They are the affirmative complement to illness and death on the other horizon of our lives.
niceness
(Mediated, 78) Pressed upon April and Frank in Revolutionary Road as well. Becomes a standard to how we judge ourselves and treat other people. Tacit social contract. Becomes a central value for well-adjusted mediated people. It animates a certain kind of very flexible self-awareness that depends on habitual reflexivity about emotions and relationships. It enables a mediated self to negotiate a social topography of unprecedented complexity and fluidity.
-if you're nice you are flexible to people, losing a part of yourself to be a part of a community, make relationships with people
the flattered self
Niceness reinforces the flattered self because it gives us options. It also relates to hegemony because you are invisible to it. The flattered self is a mediated self, and the alchemy of mediation, the osmotic process through which reality and representation fuse, gets carried into our psyches by the irresistible flatter that goes with being incessantly addressed.
politics of self expression
Politics becomes the process of “giving voice to,” “raising awareness of,” “getting the message out.” It is expressing oneself in terms of some shared identity—which is what makes it political. The Dean campaign took the politics of self-expression to a new level of self-consciousness. Participants knew—they all said it over and over again—that this wasn’t about Dean; it was about the movement, the participants.
the end of nature
There isn’t much of nature left. There are still a few unlabeled species around, a few acres of untouched jungle or tundra, a Pacific trench or two off the Philippines, but, basically, psycho-culturally, recalling the epochal sweep of events on a planet that was once unbounded—it’s over. The end of nature is a spiritual catastrophe. People who want unrestricted drilling, logging, etc. nature still registers as an inexhaustible given. People who know better and are dedicated to protecting and conserving, people who “love nature” experience it as limited, fragile and contained.
-people need technology
Übermensch
superman, we all want to have the power and the control of power, you want to be in control (relates back to yourself), don’t really think of others
proprietorial humanism
Mediated--it is to contrast with Renaissance humanism. Emerged in the 17th century as moderns decided they had surpassed the ancients by the dint of achievements in what they called the "useful arts" which is technology and all its application. people began to make themselves as they made the world. They took over the world.
shallow democracy
(Hunter 34-36) in Before The Shooting Begins, Hunter compares shallow democracy to substantive democracy arguing that we should work towards substantive democracy. He explains that the two can be compared by the way they each address the problem of conflict and the requirements of public discourse. According to Hunter, shallow democracy tends to repress, minimize, or even ignore conflict altogether. Hunter suggests that the consensus is the first and most urgent priority of a shallow democracy. In addition, Hunter explains that in shallow democracy, public speech becomes a device for increasing power or a weapon facilitating the coercion of consensus. Therefore, Hunter suggests that shallow democracy is manipulative and America should strive to achieve substantive democracy.
rhetorical (speech-act) distortions
Hunter pg. 46-50, in Before the Shooting Begins, Hunter discusses “speech act distortions” He explains that these are not the deliberate distortions used to mislead the public; these types of distortions have a more technical meaning. Hunter argues that they are a particular kind of speech acts represent an overstatement of a point of view which Hunter compares to a misshapen mirror at an arcade. He argues that these speech acts are rhetorical hyperbole whose main purpose is to appeal to the emotional predispositions of the listener. Hunter explains that they are not necessarily untrue; however, they exaggerate for effect. Hunter provides contrasting illustrations which show various types of these speech act distortions: use of symbols and images, manipulation of facts, and use of narrative. Hunter says that these kinds of speech acts dominate the framework for addressing the complex issue of abortion.
distortions of interest
(Hunter page 68) Hunter argues that the play of unacknowledged and unexamined interests also distort public discourse prevalent within special agenda organizations. Hunter explores some of the interests at play in abortion controversy. He explains that there are institutional interests which are often independent from the issues for which that organization stands. There is an inclination for organizations to shift their focus from older, “resolved” issue to new ones resulting in a difficulty to resolve conflict. Hunter also discusses the conflicting interests of men and women in the abortion debate. He argues that in the debate, men are in positions to press their advantage making matters more, not less, difficult for women. Furthermore, Hunter discusses the Pro-Choice tactical interest. Hunter explains that for these advocates, abortion is profitable and thus, there is an economic interest in traditional moral authority and social order. Hunter states that the interests are part of the substance of the
the "muddled middle"
Hunter discusses the ambivalence of the majority of Americans who are in the middle of the controversy; there are 4 faces of this ambivalence: secretly pro-life (allies of the pro-life movement but reluctant to call abortion murder and think it is acceptable under most difficult circumstances). Conveniently pro-life (tend to believe that abortion is murder- they are pro-life in philosophy but pro choice in personal practice). They call themselves neutral and personally opposed pro life in personal practice and pro choice in philosophy.
language of sentiment
Hunter explains that the ambivalence most people have is rooted primarily in the language of sentiment and no in languages of conviction; many people are in moral and political category of their own (both for and against each side of the controversy in their own ways)
language of conviction
individuals relationship to a moral community or the demands of their affiliation with local institutions that were reinterpreted in light of their personal experiences and feelings, rather than their membership and rootedness in a community providing an interpretive grid for the experience; easier than admitting contradictions are tendencies to relativize and privatize one’s beliefs.
superficiality
failure or inability to explore deeper issues and implications of the abortion controversy. The media fails to deeply address the claims made by each side of the issue and fails to go beyond the rhetoric. Hunter argues that practices of institutions which avoid penetrating interests or distortions, mediating controversy, or protecting individuals from special interests will prove to be detrimental, he claims that if these developments in superficiality.
Americanization Movement
The movement of people between 1900 and 1925 to America. They were forced to assimilate American ways of life like American speech, ideals and traditions. - online *Americanization was to be the science of racial relations in America, dealing with the assimilation and amalgamation of diverse races in equity into an integral part of its national life. In practice, it was a far-reaching educational and civic movement, involving private and voluntary agencies, state and town agencies, and the federal government, designed to win newly naturalized immigrants over to the "American way of life," to increase patriotic sentiment, or to engender "American" attitudes and beliefs toward nation, life, and leisure. -Hunter 193
trivializing culture
Culture is nothing if it is not, first and foremost, a normative order by which we comprehend ourselves, others, and the larger world and through which we order our experience. Implicit in this is the choice of individuality with normative culture object/activities. This perspective assumes a historically specific understanding of the self, one free and independent from culture, unencumbered by moral commitments defined by virtue of one's membership in a community. Also contributing to the trivialization of culture is the selectivity by which cultural practices of different people and groups are presented. Multiculturalism domesticates, homogenizes, and trivializes culture and the differences among cultures. -Hunter 200
modesty in politics
Modesty in Politics – The realization that America will never be a “city upon a hill” and that it will always be flawed. This is necessary to the cultivation of substantive democracy and essential to the task or moving beyond the tensions of the culture war. It can be pursued through redefining the public, recovering the languages of public argument, and/or by reviving the art of argument and persuasion. Comes from Hunter.
millenarian perfectionism
In Hunter’s book page 229. Modesty in politics. Were supposed to make our country perfect through politics. It’s a sense of obligation with being the perfect vision in our heads, if we don’t reach it then we fail. “Achieve a measure of salvation.” We won’t see other peoples views. We go through the proves of earning people to hear you. America will always be flawed, progress is a long term commitment.
"ethics of responsibility"
ethical orientation that acknowledges consequences, intended and unintended, of human actions; “today we will try to make the world just a little bit better”
universal-humanitarian ethics
goes beyond concerns for democracy; attempts to identify universal, concrete guidelines for social interaction, wisdom, morality, social and human values, rationality, character, commitment, and responsibility. Resembles Platonic idealism but also recognizes importance of individual honest, truth, and dignity.
narrative ethics
Newest and most theoretical; combination of all the others; belief that social drama, vision, and storytelling interact to construct community values; code emerges from public discussion and interaction; pub narratives provide rationale for action and social definitions; recognizes dynamic nature of ethical considerations.
enthymeme
Aristotle, arguments contain facts or judgments acceptable to audience; they are the most effective modes of persuasion; conclusions are contingent on audience acceptable, they are not certain; spell out logical relationships based on generally accepted opinions→ must be at least partially judged by how well the persuader has used audience beliefs as premises for persuasion.
ad hominem
argument directed against persons rather than against their ideas. Judgment is often personal and negative, deflecting attention away from merits of an argument to alleged and largely irrelevant defects of an individual or a group. Issue less clear when we make decisions toward mean- spirited rather than thoughtful analysis.
false cause
persuader assumes that because two events have occurred together, one has caused the other; arguments from false cause proliferate because its easy to mistake correlation for causation; everyday discourse is full of false cause reasoning: ex: individuals frustrated with social or economic problems often resort to simplistic cause- and effect arguments that wither under close examination.
ethos
having the right kind of character; Aristotle: good sense, good moral character, and good will; inspire trust in audience; center on an audience’s perception that a persuader’s judgments and values are reasonable and justified. Ethos is personal or professional reputation the persuader brings to the persuasive setting or constructs in the process of communicating.
believability
high credibility translates greater agreement with the source; high credibility= trustworthiness; similiarities between communicators and audience does not mean influence. Physical attractiveness increases persuaders chances. Prescriptive standards for judging sources reliability. Audiences have shorter memory for qualities associated with source than for ideas expresses; needs of receivers often override extensive consideration of persuaders credibility.
mystification
use of special symbols and technical jargon to communicate special authority and expertise to which others should defer; only form of comm. that succeeds by offering impressive but not fully understood vocab and symbols; a way of pulling “rank”
trust (Garver)
how can a liberal listen to a religious argument: whether an appeal is rational, coercive, or merely assertive depends on trust. What attitude should I take towards religious language and argument= matter of trust; practical? How to increase trust; establishing trust is the spearkers job.
religious rhetoric as "motivated"
How can a liberal listen to a religious argument: motivation of an argument: part of what I should think about in evaluating; motivations are weak arguments; problem is with motivation it’s with quality.
attitudes
combination of beliefs and the weight as assign to them; attitudes evaluate/ express opinions about an issue. Involve our awareness about something (belief) and our judgement about it; compromise our likes and dislikes of people, places, or things; influence our responses to stimuli and our behavior, learned; precede and influence individual behavior. Have an evaluative dimension signaling direction of response and intensity of feeling; directed toward some specific object (person, group, idea, policy, event, etc.) developed thru social interaction with others, gathering info from a variety of sources that influence our attitudes on a wide range of topics; obtain info from mass media, form based on direct experience; forms thru the process of social comparison; few studies suggest genetic basis for some attitudes (like phobias or personality traits that may be inherited) Provide insight about human behavior- understanding them helps explain behavior, how they impact behavior informs us about how to modify th
consistency theories
focus on the mind as the intermediary between stimulus-response; mind organizes incoming, unrelated, stimuli into useful patterns, balance theories- individuals are uncomfortable with inconsistence and work to reduce discrepancies between new info and their attitudes and beliefs. Psychological consistency is internally and externally motivated. Cognitive dissonance= dissonance causes tension and that inconsistence will motivate people to do something to reduce the uncomfortable imbalance, emphasizes activities people employ to justify changes in attitudes and or behaviors after they have been convinced to do something.
social judgement theory
-suggest that any attempt at persuasion must focus on the receiver of the message. The beliefs and biases of the target audience are key elements in deciding what type of message will be most effective. Argue that people do not evaluate messages based on merit alone. People compare arguments with their current attitudes and then decide if they should accept the advocated position.
elaboration likelihood theory
explain different methods individuals use to process persuasive messages; the extent to which a person scrutinizes the issue- relevant arguments contained in the persuasive communication; people want their attitudes to be consistent with behavior but they also want to be correct. We learn from our environment if attitudes are right, wrong, acceptable, etc. Ability to motivation affect probability of choosing one route over the other: knowledge about subject matter presented in persuasive message, ease of understanding message, message repetition, and number of distractions at the time the message was received; motivation affected by involvement with issues presented: individuals will differ in how they react to messages.
theory of reasoned actions
helps explain how attitudes guide behavior; intentions are affected by both attitude toward a possible behavior and subjective norms regarding that behaviorl; achieved in a variety
social learning
- we view a behavior as correct in a given situation to the degree that we see others performing it; everyone looks for social evidence; we are observing reactions of others to determine the best course of action, they are also watching and learning; attitudes are markers in our interactions which are basic indicators of our place in environment; in western cultures socialization process is complex and sometimes contradictory
commonplaces
advocate and audience share same cultural beliefs- beliefs represent core thoughts and ways of thinking that characterize particular society; universal in a sense that they reflect mainstream pub opinion at a specific time; makes it easier to initiate a sequence of persuasive appeals.
grassroots lobbying
Civil rights movement: every day citizens contact their legislator to influence policy (ex. Ole Miss Applicant, Meredith) understanding social movement persuasion
clutter
PBS frontline “the persuaders” the more ads created the more that needs to be created to reach us, always needs to be bigger and better. Strategies→ become the atmosphere, invent new culture; postman technology. “its cyclic”
social movements
oining together to exercise and sometimes even stretch the principles of democracy. A special form or type of persuasive campaign. Their primary purpose is to bring about or to resist change. Woodward and Denton – Public and Mass Persuasion.
Characteristics – uninstitutionalized collectivities (because they operate outside the established social order); movements must be significantly large; movements propose or oppose programs for change in societal norms, values, or both; movements encounter opposition in a moral struggle.
Examples – Malcolm X and Stanton.
Emmitt Till
Eyes on the Prize: 14 year old boy, murdered for speaking to a white woman publicizing the murder shined on a light on racism. White men got 6 + off.
the Black revolution
Malcom X: speech sponsored by a militant labor forum; audience was ¾ white; presented his arguments for internationalizing the black struggle; “bloodless revolution” revolution was based on land, symbolic violence; enemy making.
the White minority
Malcom X: in a world of context, whites are outnumbered; in America the black man is automatically minority; symbolic violence; enemy making; scope is limited to American sense.
Eve (Stanton)
ECS Women’s Bible; redefined creature history; Eve wanted knowledge and Adam was complacent (symbolic violence, radical) understanding the social movement
"celebrity journalist"
a journalist whose nose has risen above the wall for various reasons. Generally the story has taken him or her there. The first thing you can say about it is it exists is important. The second thing you can say is that, without television, we could write up a storm and sell a million papers a day on it, but that won't get you to be a celebrity journalist except on your own block. The third thing is it's not all bad. It sure as hell isn't all good, but it isn't all bad. It opens a lot of doors.
W&D
idolatry frame
1890-1920, focuses on product, very forward, presents price and quality and how it’s useful and informative, meets the customer’s needs
totemism frame
found in advertising chapter in W&D. The fourth frame, 1970’s-1990’s the products are portrayed as emblems of group membership, product usage defines self within a larger context or social group
-about identity, if you buy this it says something about you
media framing
similar to agenda setting, television, news influences the priorities people attach to various national problems, builds a sense of importance for a topic, impacts attitudes by framing narratives,
focus on the placement or deletion of story details can impact audience attitudes
W&D
-window with limited view
-other windows in other locations have different views but the media chooses which we see out of
public relations campaigns
campaigns are designed to address an issue, to solve a problem or to improve a situation
-there are 4 types of PR campaigns
-public awareness (designated to make people aware of something---school closing)
-public information (shares vital information)
-public education (explanation of behavior so public can apply it to daily life)--how to stay safe
-behavior modification (you must motivate the public to change their current behavior)-most difficult of the four
-crisis--another PR campaign (detection preparation slash prevention, recovery)
ACT UP
AIDS Coalition to Unleash Power. Exacted a 'die-in' where the bodies were outlines in paint and chalk to emphasize the deadly effects of social indifference to AIDS. ACT UP deserves scholarly attention because its rhetoric is a complex, sophisticated response to some of the modern society's most daunting persuasive obstacles. ACT UP strategically uses the comic frame to change perceptions of gays as scapegoats. Treating the comic frame as a method to create perspective by incongruity, ACT UP repositions themselves as members of the community. ACT UP's rhetorical strategies debunk the tragic frame that would position gay men as victims of immoral acts or as sacrifices that symbolically purify society.
ego-function
The act of communication wherein one's self is his primary audience and where others identify with the rhetoric insofar as they share similar ego-concerns. With establishing, defining, and affirming one's self-hood as one engages in a rhetorical act. The idea here refers to self persuasion in a peculiar way, for what is at stake is not the nature of the rhetorical claims or the sense and probity of appeals and arguments for their own sakes, but just the fact that the rhetoric must be verbalized in order for one's self-hood to be realized.
perspective by incongruity
saying something that doesn't belong in the context, just for effect. Example--Malcolm X Speech-"friends and enemies..."
entertainment education
combining entertainment and education to produce social change can be traced historically to the timeless art of storytelling. This strategy provides a means to overcome the limitations of entertainment-degradation and boredom-education types of programs. Many producers are seeking to create programs that are entertaining, educations, socially responsible and commercially profitable. There are at least nine characteristics of entertainments that make it especially appropriate for disseminating pro-social messages that provide education and advance development goals. Entertainment is perennial (present thousands of years ago), pervasive (expanding in all countries in various forms), popular, personal, pleasurable, persuasive, passionate, profitable, and practical. -Brown and Singhal
narrowcasting
Sending very directed messages to very selected audiences, they visit homes to see exactly which issues the respondents were likely to respond to. Messages were formed for specific demographic groups. Technology allows marketing lists to be made for different types of consumers based on likes, hobbies, families, house, etc. PBS Frontline
the "reptilian"
people are the reptilian. terms fall under "the reptilian always wins" which means people's basic desires make them choose what to buy. In other words, people rely on instincts like animals use for survival to pick products they want to buy. PBS Frontline
advertising as myth
in the mythic world of advertising, products displace the world of the spirit. life becomes defined by the products accumulated or used. Community, love, family, and religion are expressed through icons of industrial production. Mcdonald's restaurants serve as social centers and nurturing
substantive democracy
a democracy in which the outcome is representative of the people. Consonant with the idea of conflict, and also depends upon conflict and the frank recognition of the substantive differences it implies. Consensus or moral agreement should not necessarily be the first and most urgent priority of a social and political order, particularly if such consensus is achieved by compelling people to compromise their most passionately held beliefs and commitments (Hunter)
Myths of Creation
Someone at some time (nobody knows who or when) copied two creation myths on the same leather roll, one right after the other, they are entitled Elohistic and Iahoistic stories. Differ in the order of “creative acts;” in regard to the mutual attitude of man and woman, and in regard to human freedom from prohibitions imposed by deity.
Elohistic – Order of creation: water, land, vegetation, animals, mankind: male and female. Joint domination over the earth is given to woman and man, without limit or prohibition. Everything is pronounced “very good.” Both man and woman are given perfect freedom and special domination over all the animals.
Iahoistic – Order of creation: land, water, male man only, vegetation, animals, women. Male man is sculptured out of clay. Woman is punished with subjection to man for breaking a prohibitory law. There is a tree of evil whose fruit is said to cause sudden death, but Adam lived 930 years after eating it. Man is told there is one tree of which he must not ea