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