Persuasion

Front 1

Business Model

Back 1

(Bochner, “Things that Boggle my Mind”)
- Where school is just a transaction; students are the consumers and if you give the students what they want the teacher will get good reviews.
- Liberal arts is better because it’s more academically beneficial

Front 2

Self-Expression

Back 2

(Fish, “Say it Ain’t So”)
- Flawed cultural assumption; why our point writing sucks and the idea that we think that we’re the most important
- Fish believes that you need to write for your audience not yourself
- Purpose of writing is conversation, communication, and persuasion NOT self expression

Front 3

Book Ownership

Back 3

(Alder & Van Doren, “How to be a demanding reader”)
- This is the idea that means that many people have books that they paid for but they no idea what it is
- You own the knowledge the book has to offer, you should make it apart of yourself and really benefit from it
- Mark up the book and make notes; be an active reader

Front 4

Active Reading

Back 4

(Alder & Van Doren, “How to be a demanding reader”)
- mark up the book
- you should have a goal when you read, your aim needs to be to grow and profit from the reading and then you’ll stay awake.
- Questions- what is the book about, what is being said in details, is the book true, is it giving you info or significance
- Know the reaction as the book happens
- Ask author and yourself questions as you are reading

Front 5

Thamus

Back 5

(Postman, “Technopoly: The Judgment of Thamus”)
- It is a mistake to assume that new technology has only a one-sided effect.
- Technologies make things easier for people, who rely on too much on it, and if it were to fail – so would society.
- You see the good benefits of the technology and intentionally or unintentionally overlook the bad.

Front 6

Ideological Bias

Back 6

(Postman, “Technopoly: The Judgment of Thamus”)
- A predisposition to construct the world as one thing rather than another.
- New technology that overshadows old technology bring new biases to society
- Overlook the downsides of the new technology
- Calls for the quantification of all things

Front 7

The world of television

Back 7

(Postman, “Technopoly: The Judgment of Thamus”)
- The expectation that TV should be easy to understand and entertaining, as such we expect our world around us to be easy.
- TV vs. books
- There is no separation between entertainment and understanding.

Front 8

Hegemony

Back 8

(Cloud, “Hegemony or Concordance?”)
- “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 the people.”
- Helps us to form equilibrium between the impoverished and the wealthy so as to create a peaceful balance between the 2 so that both can co-exist in the same society without one side over-shadowing the other.
- Sociocultural/Critical; persuasion in terms of ideology, culture and identity. The actual medium of the ideas you get.
- The dominance or leadership of one social group or nation over others

Front 9

Click, Whirr

Back 9

(Cialdini, “Influence: The Psychology of Persuasion”)
- An idea provokes certain automatic responses.
- Expensive=good.
- Up-selling
- Buying the better/more expensive thing or something more because of the sales person says the “right” words.
- The right words to persuade the customer to buy more

Front 10

Rhetorical Perspective

Back 10

(Hunter, “Before the Shooting Begins”)
- Perspective of persuasion, uses the Socratic view of persuasion
- there is a argument and rationality
- human person is thought to be a rationally thinking being
- using language effectively to please or persuade

Front 11

Sociopsychological Perspective

Back 11

(Cialdini, “Influence: The Psychology of Persuasion”)
- a particular kind of cognitive learning/process
- vulnerable animals preying on intentions
o What will make them say yes or no
o Able to be persuaded without consent (immoral)
o Example: up-selling
- nature of human person  large brained animals
- Social psychology is the scientific study of how peoples’ thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied
- Rhetoric normally explains the three arts of using language as a means to persuade (logos, pathos, and ethos).As well as the five canons of Rhetoric: memory, invention, delivery, style, and arrangement.

Front 12

John Givens

Back 12

(“Revolutionary Road”)
- Character is key to the critique of the 1950’s mediated lifestyle
- Because he had been so out of touch with society he is able to see the ideologies, normally overlooked.
- He isn’t afraid to speak his mind, he only sees things for how they really are
- He’s seen as crazy because he has a different mindset

Front 13

60 Minutes

Back 13

(“Bowling for Columbine”)
- The feeling of the interviewee (Dick Clark, Charlton Heston) causes us to see a person in a particular/melodramatic way – Viewer makes moral assumptions based on that perspective.
- Turned news into a story and a dramatization of the events
- News presented as a moral conflict between people, good vs. evil
- Instills in the viewer a humble feeling towards the outcome of a situation so that the viewer may be moved and consequently be inclined to watch the program again.

Front 14

Method Acting

Back 14

(Zengotita, “Mediated”)
- A metaphor for the kind of life we adopt in mediation
- The art of accessing analogous memories, for identifying specific intentions, for sustaining internalized/independent activities, and for reacting rather than acting.
- Acting in a way that you’re thought to act
- JFK was shot and the acting class didn’t know that it was really happening

Front 15

Flattery of the Representation

Back 15

- The flattered self is a mediated self.
- The osmotic process through which reality and representation fuse, gets carried into our psyches by the irresistible flattery that goes with being incessantly addressed

Front 16

The Blob

Back 16

(Zengotita, “Mediated”)
- Reference to the horror movie
- The blob that took over everything.
- How meditation works, preference artificial over real! [The Blob] reference is it takes over more and more areas of life, they soon all come under the influence of the artificial

Front 17

Justin’s Helmet Principle

Back 17

(Zengotita, “Mediated”)
- 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 – that queasy feeling will subside in time.
- Society has become persuasive over the years and is now adamant about protecting the children and ridding any type of foul behavior out of the schools.
- Every child is medicated

Front 18

Cult of the Child

Back 18

(Zengotita, “Mediated”)
- A child’s-eye-view of this mediated world as the view of one who has no choice but to live in it.
- Implies that children are simply victims of persuasion and society’s overbearing efforts to influence children in a thousand different ways.

Front 19

Niceness

Back 19

(Zengotita, “Mediated”)
- Value, selflessness
- Causes us to reject tolerance of difference in favor of embracing it.
- the idea that if everyone is overly nice than we’ll have more options

Front 20

The Flattered Self

Back 20

(Zengotita, “Mediated”)
- “It’s all about me” mentality
- Mass narcissism is a defining feature of our culture- a self that exists in its very own field of representations that constructs identity and chooses what it wants to be

Front 21

Politics of Self Expression

Back 21

(Zengotita, “Mediated”)
- There are too many options and it’s impossible to choose from them all
- We have to be selective
- Politics is a way to express your issue/identity

Front 22

The End of Nature

Back 22

(Zengotita, “Mediated”)
- we have discovered all there is to discover on the planet and unable to escape to the relief of nature
- it’s a spiritual catastrophe- the appeal of mediation distracts us from the grief and guilt we would feel in the presence of its loss. In order to preserve what’s left we try to domesticate it

Front 23

Übermensch

Back 23

(Zengotita, “Mediated”)
- Every man is a superman- exerting control over others and their environment
- Effect of the mediated lifestyle

Front 24

Proprietorial Humanism

Back 24

(Zengotita, “Mediated”)
- People make themselves as they remake the world
- Popular expressions that reflect the origin have shaped our public culture make something of yourself = the American dream
- Locke concluded that humans have a natural right to preserve themselves

Front 25

Shallow Democracy

Back 25

(Hunter, “Before the Shooting Begins” p. 34)
- When shallow democracy tends to repress all conflict
- Public speech becomes a language game that has the form of meaningful communication but is just another form of aggression
- Facilitating the coercion on consensus

Front 26

Rhetorical (Speech Act) Distortions

Back 26

(Hunter, “Before the Shooting Begins”)
- Distorted picture of the issue and a picture of how to engage with others
- There is a lot of gray areas in persuasion
- The ways that we understand rhetoric is flawed and we are only getting the extremes of the arguments
- Flattening reality
- Public understanding becomes framed by emotionally evocative images

Front 27

Distortions of Interest

Back 27

(Hunter, “Before the Shooting Begins”)
- Unexamined the interest in public disputes
- Very difficult to remove oneself or one’s cause from interests so we ignore it
- Part of the substance and ignoring them is only hurtful and misconstrues the central argument

Front 28

The muddled-middle

Back 28

(Hunter, “Before the Shooting Begins”)
- Americans in the middle of the controversy are seen by activists as dim-witted but they’re just undecided or not committed to one side
- There are a ton of people that are in the middle not the extremes on the abortion issue

Front 29

Language of Sentiment

Back 29

(Hunter, “Before the Shooting Begins”)
- Reinforces the idea that everyone is not super different and that’s used to advance argument and make people feel good about themselves
- Undecidedness is rooted in language of sentiment
- Based on feelings rather than fact

Front 30

Language of Conviction

Back 30

(Hunter, “Before the Shooting Begins”)
- Matter of humanistic ideas and moral traditions
- Connection to moral community or membership i.e. church goers
- Dealing more with church and beliefs rather than your own personal feelings and basing opinions off of this

Front 31

Superficiality

Back 31

- the failure or inability to explore the deeper meanings and issues of the abortion controversy
- true about most of the issues in the culture war, people don’t explore deeper meanings before they argue about them or pick a side
1. Predisposition
2. Reduce controversy to the struggle of power
3. Commercial pressure
4. Journalistic speculation
5. Culture of news room (bias)

Front 32

Americanization Movement

Back 32

(Hunter, “Before the Shooting Begins”)
- Based upon progression ideas- immigration was thought to be good for the country and it was through the effort to Americanize people that the values and beliefs formed
- Learning English was also emphasized by this movement; creates loyalty to America because you change your native tongue

Front 33

Trivializing Culture

Back 33

(Hunter, “Before the Shooting Begins”)
- Within multiculturalism- boiling it down to simply life styles or customs that create norms and values of their culture
- Leveling out cultural drifts promotes through a trivialization of the idea and reality of culture

Front 34

Modesty in Politics

Back 34

(Hunter, “Before the Shooting Begins”)
- Claims to be the solution to our problems
- Modesty = America will always be flawed just make it a little better
- Necessary for cultivation of substantive democracy

Front 35

Millenarian Perfectionism

Back 35

(Hunter, “Before the Shooting Begins”)
- Way that captures a core attitude that fuels Hunter’s argument
- Attitude of religious founders have survived the secularization- sacred mandate to make the work perfect and better
- Perfectionism- the way it is supposed to be, the motivation to make it happen is your vision of what the world is supposed to look like and that becomes a problem when it is not that vision.
- Pro-choice/pro-life – there becomes a fundamental lack of modesty in what you are trying to achieve
- Hunter = how you treat people is just as important as how right you are

Front 36

Ethics of Responsibility

Back 36

(Hunter, “Before the Shooting Begins”)
- Acknowledges consequences are good and bad
- Tragedy is a part of life but also accepts responsibility of human actions things are going to be how we like them but we have to deal with it
- Ethical orientation is that consequences of human actions are ethical oriented and intended and unintended
- Tragedy is interwoven in human activity but especially politics

Front 37

Substantive Democracy

Back 37

(Hunter, “Before the Shooting Begins”)
- Depends on conflict because it marks achievements
- Shows robust public speech rather than superficial
- It depends on conflict and the recognition of the substantive differences it implies

Front 38

Trust

Back 38

(Garver, “how can a liberal listen to a religious argument?”)
- ethos
- pistis, you have to use trust to really persuade people
- whether an appeal is rational, coercive or assertive depends on the trust
- speaker’s job is to establish trust with audience
- example: how can a liberal listen to a religious argument?

Front 39

Religious Rhetoric as “Motivated”

Back 39

- moral and religious assessments concern the motives and purposes of the agents
- makes a religious argument so powerful but also hard to hear in a democracy
- Fits in Garver’s larger idea- wants to listen but can’t because of other problems
- Motivations are weaker arguments

Front 40

Attitudes

Back 40

(Woodward and Denton, “Advertising as Persuasion”)
- Beliefs provide foundation for attitudes.
- Become informational structures for everyday life.
- Learned predispositions “abortion is bad” persuasion can influence these attitudes in different ways-
o acquire a new attitude,
o strengthening current ones,
o or reforming and believing a different way

Front 41

Foot-In-the-Door Technique

Back 41

- Takes advantage of a short cut- getting the customer to comply with the small requests and building upon the small to get to the big.
- You agree on relatively minor things in hopes to persuade you to agree on the larger idea. (i.e. magazine sellers that say they are going to college and use their rapport building to persuade you to buy the magazines & the small poster in your yard and then the larger poster.)
- Example: Nurse giving patients lethal doses of meds that Dr’s called in and told them to give them

Front 42

Social Proof

Back 42

(Cialdini, “Influence: The Psychology of Persuasion”)
- A shortcut for when we decide what we need to do is based on what other people are doing around us.

Front 43

Werther Effect

Back 43

(Cialdini, “Influence: The Psychology of Persuasion”)
- Conform to what the rest of society is doing so you don’t stand out.

Front 44

Jim Jones

Back 44

(Woodward and Denton, “Advertising as Persuasion” pp. 9-10)
- leader of a US cult called the People’s Temple
- 900 people committed suicide
- the cult made the “outsiders” feel special and different
- gave money and allegiance to Jones
- He was obsessed with his control and the cult created pleasure for him
- Can be compared with Hitler/exploiters

Front 45

“Limited-Number” Tactic

Back 45

(Cialdini, “Influence: The Psychology of Persuasion”)
- The way Expedia builds off the shortcut of scarcity- “ONLY 2 LEFT” next to a specific plane ticket so it pressures you to buy that ticket right then instead of shopping around.
- People are more motivated by the thought of losing something that by the thought of gaining something of equal value.
- Immediately increases the value of the object

Front 46

Idolatry Frame

Back 46

(Woodward and Denton, “Advertising as Persuasion”)
- Focus on the product devices to meet the needs of the consumers
- Larger picture is the cultural frames for good
- Individuals become acquainted with products meanings through culture
- In advertising the focus is on the product; approach is rational, descriptive and informative

Front 47

Totemism Frame

Back 47

(Woodward and Denton, “Advertising as Persuasion”)
- Advertising idolatry, iconology and narcissism synthesis
- Products become emblems of group membership
- Product usage defines self within the larger group and highlight evolution of advertising messages from what a product does to what a products says

Front 48

Advertising as a Myth

Back 48

(Woodward and Denton, “Advertising as Persuasion”)
- Advertising is more than just a symbol, more than an advertisement, it has become real to people and become more stories of explanation
- Helps us realize the wonders of the world and our place in it
- Validates the customs and social roles teach us lessons while they entertain
- Most ads contain: characters, settings, and plots.
- Products become the hero by pitting one set of characters or social values against one another.

Front 49

Clutter

Back 49

- there is so much persuasion directed toward us TIVO and DVR make the problem even worse because there are more things competing for our attention than there is space to advertise
- From the Persuaders- more and more messages are needed
- People develop immunities to certain advertising and it is crowded because we’re exposed to so many each day, they have to create ways to get attention of consumers/audience
o PETA; evoking emotions
o Sex sells- you have to do things to get your viewer’s attention

Front 50

The Reptilian

Back 50

- In France the cheese is alive so you don’t put it in your refrigerator but in the US cheese is dead so you put it in your fridge. We don’t respond to what we primarily think but how we feel- there is a code depending on where you are. When you sell an item you tie it into a felt need that is within us
- According to Rapaille the reptilian section of our brain is wired by our biological need such as sex and survival- controls our decisions

Front 51

Narrowcasting

Back 51

- Axiom Company that keeps all our information, used in campaigning to appeal to specific issues and target you to a demographic.
- This encourages deception and dishonesty because you can control who sees what by using their codes
o Narrow casting is very dangerous culturally
o Cialdini; subconscious persuasion
o Advertising is myth and encourages consumption that isn’t healthy

Front 52

Entertainment-education

Back 52

(Dr. Brown, powerpoint)
- Promotion of social change using entertainment
o Media influences us:
 Baby-boomer, etc.
- Entertainment is more persuasive than ever because it can reach all corners of the earth.

Front 53

Emmitt Till

Back 53

(“Eyes on the Prize”)
- Killed in south for saying hi to a white woman
- Claimed he didn’t know the “rules” he said “bye baby”
- Showed his face and mother had open casket so people who defy the rules
- Inspired and rallied the Civil Rights movement

Front 54

Perspective by Incongruity

Back 54

(Stanton, “The Women’s Bible,” Malcom X)
- Symbolic shock treatment; put two things together that don’t are in an inappropriate context or that usually aren’t paired together
- Stanton- radically incongruous picture of Adam as a wimp and idiot
- Malcom- 1st line: friends and enemies
- Social movements have to do this to be successful

Front 55

Stokely Carmichael

Back 55

(Richard Gregg, “The Ego-Function of the Rhetoric of Protest”)
- Deplores the fact that blacks allowed whites to define status and existence for them, rather than resolutely and forthrightly declaring their own black self-hood.
- “I believe those who define are the masters” if you don’t challenge the language and symbols won’t be able to change anything.
- Gregg’s essay- important leader in the black power movement- it’s important for people to build a specific identity in the long term success of social movements

Front 56

The Black Revolution

Back 56

(Malcom X)
- Malcom X speeches “A nonwhite revolution has been taking place in the world since 1945
- “Revolutions are based upon bloodshed. Revolutions are never compromising. Revolutions are never based upon negotiations…”
- This is the crime that the government has committed and if you yourself don’t do something in time you are going to open the doors for something to be done by outside forces
- It’s an example of symbolic violence
i) Malcom’s words are = a form of coercive persuasion, they’re very forceful
ii) This speech lends itself to the idea of “social movement rhetoric” and the need for it to be forceful to be powerful & persuasive.
iii) Social movements are RISKY but they must be DONE in order for CHANGE

Front 57

The White Minority

Back 57

(Malcom X, “The Black Revolution”)
- Whites think that they outnumber the racial minority in the US but whites do not outnumber the minorities all over the world
- Whites are afraid and it is obvious in how their political views, economic views, and most of their attitudes.
- People are turning away from white nationalism and turning toward black nationalism
- White Americans are less than half of the US population

Front 58

Eve

Back 58

(Stanton, “The Women’s Bible”)
- Dignified, equal and birthrights are just as equal as men’s
- Patriarchal theory
- Eve was the smarter one out of Adam and her and the devil knew that if he could get to her than Adam would follow
- example of symbolic violence and perspective by incongruity

Front 59

Myths of Creation

Back 59

(Stanton, “The Women’s Bible”)
- From the beginning creation says that women are weak and can’t do things for themselves
- Stanton highlights a paradigm shift and gives us a different way of seeing the Adam and Eve story
- Interpreting how the story is told from a women’s perspective.

Front 60

Dialectical Enjoinment

Back 60

(Stanton, “The Women’s Bible”)
- the key thing social movements need to do is confrontational argument.
- Code Pink = “War murders”
- Adam as an idiot and Eve as the smart one.
- The biggest threat of social movement is being ignored

Front 61

Ego Function

Back 61

(Richard Gregg, “The Ego-Function of the Rhetoric of Protest”)
- “The act of communication wherein one’s self is his primary audience and others relate when they share similar ego concerns.”
- Constituting self-hood through expression: establishing, defining, and affirming one’s self-hood as one engages in a rhetorical act.
- Engaging in a rhetorical act for the sake of your own identity