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71 Cards in this Set
- Front
- Back
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culture of a certain class/status
ex: opera/art exhibit for upper class/elite - Masterpiece Theatre show on PBS |
High Culture
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culture made for the masses; everyone is involved; it is often made for commercial purposes - to get sold
ex: Dancing with the Stars |
Pop Culture
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ethnic; religious; lifestyle; musical taste; sport fan bases; naturists-hippies; age; region
ex: Louisiana & Mardi Gras |
Sub-Culture
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The totality of human products (knowledge, beliefs, art, morals, law, customs, etc) and any other capabilities & habits acquired by a human being
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Culture
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Cultural product or artifact produced by people in a society; not necessarily physical (song lyrics)
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Material Culture
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Beliefs, values, and behaviors that sustain a particular group of people
ex: norms, practices, handshakes |
Non-Material Culture
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What you hold to be true or false; what you claim; cultures hold certain beliefs
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Beliefs
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Standards of preference based on cultural beliefs; cultural belief + emotions
ex: Achievement & success/freedom & equality |
Values
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Practices or actions based on cultural beliefs and values
ex: insistence on choice/ pursuit of the impossible dream/ acceptance of mistakes |
Behaviors
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Bundles of beliefs,values, and behaviors in a specific area of life; patterns are all related to each other
ex: institutions of marriage/ education/ religion |
Institutions
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assumes that in society there is a core set of beliefs/values/behaviors that are maintained by a core set of people (everyone mostly believes the same thing); there is a dominant culture
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Mainstream Culture Model
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2 or 3 big groups clashing on every institutional level; the US is marked by several groups competing with each other
- there is no such thing as mainstream in this model |
Cultural Conflict Model
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Says there is no conflict, but there should be; there are 2 groups, 1 group in power and 1 groups that is oppressed; the oppressed group is not resisting and not really trying to take power back, but they should be trying to; the group without power has so deeply bought into status of being powerless that they dont even think of fighting
*The ultimate form of persuasion because the oppressed dont even see it* |
Hegemonic Model
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a form of hegemony; oppressive system in society that privileges the values and opinions of men; it defines woman in a way that men continue to be privileges and it takes power away from woman
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Patriarchy
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a learned predisposition in a consistently favorable or unfavorable manner with respect to an object
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Attitudes
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1) Evaluative - positive/negative direction
2) Learned - experience; not born with attitudes 3) Predispositions - do not correspond directly with behavior 4) Flexible Stability - relatively consistent from one situation to another; can adapt |
Characteristics of Attitudes
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beliefs; by the time you are an adult, you have thousands of beliefs that made up your attitude; 2 kids: central & peripheral
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Cognitive Information
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essential to ones life and identity; once core beliefs change, everything else in life is altered.
ex: Matrix & God |
Central Beliefs
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beliefs that are comparatively inconsequential
ex: sushi - raw fish |
Peripheral Beliefs
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emotions, needs, and values; people don't always make decisions off of beliefs/ration, sometimes we make decisions off of gut/heart/feeling
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Affective/Emotional Information
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actual direct participation; experiences shape this; experience can change attitude
ex: new restaurant in town |
Past Behaviors
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Uses logical, informational based messages; the audience has to think about it/interpret facts
- requires audience motivation and ability - results in long term change -reaches most people and is more permanent and resistant to change ex: quaker oatmeal ad |
Central-Route Processing
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Uses sensory or symbolic cues (music/celebrities/images)
- usually results in short term attitude phase -not many facts or text ex: Matthew Mcconahey in cowboy outfit for a cologne ad |
Peripheral-Route Processing
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feeling-based (or affective) approach to persuasion
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Motivational Appeals
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a belief system that guides how we understand our feelings & how we organize our responses to these feelings
- beliefs we learn; social constructions - involve our self esteem |
Emotions
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physiological experiences
ex: sweaty palms, the emotion is what you interpret the sweaty palm to mean |
Feelings
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individuals acquire personality and learn ways of life through a process of social interaction
- 2 groups: significant others & generalized others |
Socialization Theory
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1) Personal Relationships
2) Narratives 3) Humor 4) Fear Appeal |
Strategies of Motivational Appeal
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try to motivate us towards certain action; makes us feel comfortable with the relationship on a personal level
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1) Personal Relationships
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tries to create a personal connections; it tells a story and gives more than just basic info
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2) Narratives
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creates credibility and attracts the audience; ex - cingular commercial with boyfriend/girlfriend and call is dropped
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3) Humor
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major source of motivation; 3 steps:
- develop severity of the threat - prove likelihood of the threat - show efficiency of the suggested solution |
4) Fear Appeal
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the uncomfortable pairing of 2 inconsistent ideas or beliefs - causes guilt/uncomfortable
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Dissonance - Cognitive Dissonance Theory
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create dissonance in customer by creating dissatisfaction of products already own; make you want to buy new products
ex: infomercials; American Express - "tired of...?" |
Pre-Purchase Context
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"buyers remorse"; regret a recent purchase
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Post Purchase Context
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The judgment the audience makes about the persuader
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Credibility
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3 elements necessary for credibility:
- Practical Wisdom: being broadly knowledgeable and possessing expertise - Virtue: having good sense and moral character - Goodwill: possessing honorable intentions towards the audience. |
Aristotle's Ethose
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the audience's perception of the persuader and it's dymanics; often linked tightly with a person, or organization, or image.
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Source Credibility
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1) Safety - safe resources are seen by others as trustworthy
2) Qualification - the expertise of the source (training, knowledge, and intelligence) 3) Dynamism - charisma/energy of the source |
Criteria of Source Credibility
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how much ability source has to make claim
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source ability
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degree of objectivity the source has; does the source have anything to gain by saying what they are saying
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source willingness
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the power to gain acceptance for a point of view because of the status of an individual (credibility of an individual)
- key in product endorsement |
Legitimation
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the use of specific symbols and technical jargon to communicate special authority and expertise from which others should defer
ex: marked police car gains credibility ex: dr.'s dress a certain way - critical demystification: audience needs to ask questions to test authority |
Mystification
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can return act back on individual who is lending crebility
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Reciprocal
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face to face interaction; dyadic communication
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interpersonal persuasion
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1) Prospecting and Qualifying
2) Planning Sales Call 3) Approaching the prospect 4) Sales Presentation 5) Negotiating Resistance/Objections 6) Closing the Sale 7) Servicing the Account |
Rolf Anderson's Model of Personal Selling
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Interview if formal; almost always face to face; speaker--> Message --> Receiver
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The Interview as Persuasion
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1) The Opening
2) Question & Answer Period 3) Closing 4) Follow-Up |
The Interview Process
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lots of freedom and room to respond
- "so tell me about yourself..." - "why are you interested?" - "what can you contribute?" |
Open Questions
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limited/factual/direct
- "what college did you go to?" |
Closed Questions
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begins a new topic of discussion or a new area within a topic
- ask "tell me about your last job?" then ask "what is your experience with public speaking?" (changes subject) |
Primary Questions
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attempt to gain more additional information from the respondent; may be open or closed; sometimes called probing follow-up questions
- ask "tell me about your last job" then ask "what did you get the most out of your last job?" |
Secondary Questions
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ask applicant to provide evidence about a particular situation
- "a time when you failed or showed leadership?" |
Behavioral Questions
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the symbolic instrument and vehicle for human action and expression; more than just rules/grammar
- think of it as signs |
language
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anything that designates something other than itself
- can include words, gestures ex: cough = sign of sickness |
signs
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a sign's physical form perceived by our senses
- feeling/touch - the physical form |
Signifier
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the mental concept or idea with which the sign refers
- the meaning of the sign |
signified
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- flexible: anything can become a sign and be alive with meaning (ex: weeds thinking they are flowers)
- can change over time (cross used to symbolize execution, now means Jesus) - arbitrary: signifier must be tied to signified, but there doesnt need to be a connection (last lap and checkered flag; yellow outfit and leader of Tour de France) - culturally learned (weddings - white dress; in asia - wear white at funerals) |
Signs & meaning
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the relationship or the connection between the signifier and the signified
** exists in people, not in the signs themselves ** |
meaning
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the generally agreed upon meaning that describes the basic characteristics of the signified
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Denotative Meaning
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the positive or negative overtones that are connected to a particular word or symbol
* what persuaders want to manipulate * |
Connotative Meaning
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- Identify what's important
- Control how issues are defined - Prescribe what ought to be done |
Functions of Language Persuasion
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use of labels that contain attitudes which suggest audience response
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Naming
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a form of strategic ambiguity; a use of language as a way to avoid saying something by being vague
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Double Speak
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vague term that substitutes for something harsh
- Getting fired = company restructuring - Civilians dying = collateral damage - Starving = low food securty |
Euphemism
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Use of emotional language that often overstates reality
ex: "ultra" or "radical" |
Rhetorical Hyperbole
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- Language creates distinctions: creates separation from good/bad and moral/unmoral
- Language creates hierarchy: we're good, they're bad mentality |
Effects of Naming
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a way of talking about a situation that strongly suggests a perspective for the audience
- puts fence around what to think about an issue; guides you ex: tell 3rd party friend what to think |
Framing
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influences WHAT we think about, NOT how we think
- ex: CBS decides what stories we should hear/consider important |
Agenda Setting
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Link actions to prior value or beliefs
- ex: airport security violates many people, but its interpreted as keeping them safe from terrorist attacks |
Interpretation
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the struggle over how an issue gets framed or interpreted
- ex: republicans want to frame state of economy in way so no taxes are raised; democrats want to frame economy in a way that raised taxes so government can use extra money to help |
Spin Control
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