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45 Cards in this Set

  • Front
  • Back
Stages of a social movement
Genesis
Social Unrest
Enthusiastic Mobilization
Maintainance
Termination
Campaign
part of a movement, limited time frame and scope, has definite beginning and end
Campaign stages
Research
Adaptation
Implementation
Evaluation
Propaganda
Saturation
Diffusion of other media outlets
Control media splay
Ideological bent
Conceals true ideology
Subjugates reasoning process
Propaganda tactics
(examples)
Card stacking
For/against, no middle ground
Bandwagon
Generalities
Testimonials
Plain folks
Intimidation
Propaganda checklist
Vilify – caustic language
Objectify – blame others for your problems
Mythication – historical story proves point
Legitimation – actions were provoked, so response is justified
Agenda setting
People hear what the media wants to talk about
Tuchman, Gans, Oline
Agenda setting methods
ignoring
favoring the sponsor
pseudoevents
verbal and nonverbal bias
ways to organize a message
topic
space
chronology
stock issues
motivated sequence
(p 289)
Motivated sequence
attention
establish need
satisfy need
visualize
action
Rank's ways to create desire
protect - keep a good
relieve - get rid of a bad
acquire - get a good
prevent - avoid a bad
Forms of proof
statistics
narratives/anecdotes
testimony
visual evidence
comparison/contrast
analogy
building credibility
trust
expertise
dynamism
wording a message
variety of word choice
figures of speech
alliteration (consonants)
assonance (vowels)
vivid language
concise language
parallel structure
imagery
humor
persuasion tactics
foot in the door
door in the face
yes-yes
asking not if, but which
question for a question
partial commitment
ask for more so they settle for less
planting
IOU
Nonverbal communication
expressions
eye behavior
body language
gestures
proxemics
appearance
artifacts
vocal features
tactile communication
chronemics
three types of persuasive campaigns
product
person/candidate
cause/ideological
Yale campaign development model
identification
legitimacy
participation
penetration
distribution
hierarchy of effects
lack of awareness
consumer awareness
consumer knowledge
liking
preferring
conviction
ultimate purchase
positioning model
consumers can only maintain top of mind awareness of a few brands in a category
ways to position
be first
be best
be least expensive
be most expensive
tell what you're not
position by gender
position by age
communicative functions model
political campaigns
lay groundwork surfacing/winnowing
narrow field/focus issues
nomination
election
political strategy types
message sequence
timing and intensity
mobilization and persuasion
opportunity
social movements model
organized groups
not institutionalized
attract large numbers
either promote or oppose change
innovative - complete change
revivalistic - return to past values
resistance - oppose change
moralistic
encounter opposition from those in power
agitation and control model
agitators petition power sources
marketing of movement
solidification
movement leaders seek polarization of general population
nonviolent resistance
escalation
possible split - Gandhi v guerilla
revolution
diffusion of innovation
four stages in adopting knowledge
information/knowledge
persuasion
decision/adoption/trial
confirmation/evaluation
foot in the door
get a partial commitment and build from there
door in the face
ask for a full commitment, then back off
aka rejection then retreat
yes-yes
get a string of positive responses before making the actual request
ask not if, but which
give the prospect a limited number of choices and ask which they prefer
question for a question
respond to a question with a question
turns the tables, puts the ball in the prospects court
partial commitment
trials, coupons
ask for more so they settle for less
start with a high price then offer a discount (gas prices, after 2.20, 1.96 seems great)
planting
appealing to the senses
IOU
aka reciprocity
get the prospect to feel they owe you
media innovations
spoken word
written word
printed word
electronic word
interactive electronic word
effects of agenda setting on media
media manipulates news to attract audience
news takes on a show business aspect
Image restoration
Ware and Linkugel
Deny
Bolster
Differentiate
Transcend

Benoit
Accounts
Excuses
Apologies
---------
Victim
Mortification
Impact of internet on persuasion
changes in information power structure - redistribution of control of information
information on demand
direct to consumer markets without geographic boundaries
increased access and convenience
immediate transfer of information and financial resources
link between real world and virtual world
global library for products and services
opportunity for malice
Spearman Rho correlation
Test of association
predicts based on past
formula relies on rank
as n increases --> needed correlation decreases
ties in rank decrease effectiveness
requires ordinal level or better
Pearson product correlation
test of association
correlation between variables
regressions
test of association
predictive variables
Chi square
test of difference
measures frequency only
nonparametric - doesn't follow a curve or linear dispersion
ANOVA/MANOVA
test of difference
Analysis of variants/Multiple analysis of variants
T-test
test of difference
at least two variables
at least the ordinal level