عنوان

Persuasion in the media age /

157766826X

9781577668268

Persuasion in the media age /

[Book]

Timothy A. Borchers, Minnesota State University Moorhead.

Third edition.

Long Grove, Illinois :

Waveland Press, Inc,

[2013]

xxii, 471 pages :

illustrations ;

24 cm

Includes bibliographical references (pages 437-452) and index.

8. Persuasion and culture : Defining culture : Beliefs, values, and behaviors; Mainstream cultural beliefs, values, and behaviors ; Culture and conflict ; Cultural trends : Buzz; Culture scanning ; Internet activity : Monitoring cultural buzz ; Internet activity : Culture scanning ; Cultural beliefs : Primary beliefs; Immigrant beliefs; Frontier beliefs; Religious and moral beliefs; Social beliefs; Political beliefs; Beliefs on human nature ; Cultural values ; Cultural behaviors ; Maintaining culture : Hegemony; Patriarchy ; Thinking critically : Hegemony and advertising ; Transforming culture ; Ethical insights : Protecting the interests of minorities : Consumer culture; Multiculturalism -- 9. The persuasiveness of the source : Sources in the media age ; Defining credibility : Ethos; Source credibility ; Internet activity : Judging credibility ; The image of the source : Characteristics of images; Effects of images on audiences; Creating an images ; Internet activity : Describing images : Media and images; Choosing meaning for an image; Evaluating images ; Institutional sources : Organizational image ; Thinking critically : Martha Stewart's image ; Ethical insights : Ethics and consumer advocacy : Spokespeople ; Individual persuaders : Nonverbals; Delivery; Impression management; Personal impression management ; Image repair ; Covert persuasion: Propaganda : Entertainment media; News media -- 10. The reasoning process : Reasoning in the media age ; Toulmin's model reasoning : Claims; Data; Warrant, or reasoning process ; Ethical insights : Ethical reasoning; Additional components of the Toulmin model; Toulmin's model in the media age ; Internet activity : Reasoning in political cartoons : Narratives : Evaluating narratives; Using narratives ; Evaluating a persuader's reasoning : Tests of evidence ; Thinking critically : Evaluating web pages : Fallacies ; Internet activity : Identifying fallacies -- 11. Motivational appeals : The power of motivational appeals ; Emotion : Defining emotion ; Ethical insights : Ethics, advertising, and self-esteem : Fear ; Needs ; Internet activity : Fulfilling safety needs : Values ; Thinking critically : Values and business presentations ; Internet activity : Appealing to values ; The nature of motivational appeals : Narrative form; Humor; Visual communication; Media ; The social construction of affect -- Part III. Contexts and applications of persuasion : 12. Persuasive campaigns and movements : Media and persuasive campaigns and movements ; Ethical insights : Ethics and the boundaries of persuasion ; Verbal symbols ; Slogans; Songs ; Visual images : Images; Image events ; Political campaigns : How the news media cover politics ; Thinking critically : Alternative voting methods : Political consultants; The message; Managing the meaning of the message ; Internet activity : Watching debates ; Persuasive movements : Types of persuasive movements; Media framing and persuasive movements; Understanding media frames : Outcomes; An example; Expressive persuasive movements -- 13. Advertising : Advertising in the media age ; Challenges to advertisers in the media age ; Ethical insights : Who's responsible? : Media-user challenges; Audience demographic challenges; Advertisement environment challenges ; Researching audiences for advertising : Targeting audiences ; Measuring audiences ; Media selection : Social media; Web ; Internet activity : Facebook advertising ; Internet activity : Exploring Google advertising : Mobile; Television; Newspaper; Radio; Out-of-home advertising; Direct mail; Using multiple media sources ; The content of advertising : Branding ; Thinking critically : Creating the Apple brand : Cross-promotion; Product placement ; Relationship marketing ; Advertising's effects -- 14. Interpersonal persuasion : Interpersonal persuasion in the media age ; Interpersonal persuasion variable : Attraction; Dominance; Situation ; Compliance gaining : Techniques; Situation; Power; Compliance gaining in the media age ; Sequential-request strategies : Foot in door; Door in face ; Ethical insights : Ethics and lowballing : Personal selling : Personal selling in the media age; A model of personal selling ; Interviewing : Characteristics; Goals of the participants; Types of questions; Types of interviews ; Internet activity : Persuasive interviewing : Conflict resolution : Causes of conflict; A model of dispute resolution ; Thinking critically : Climate and conflict resolution : Methods for resolving disputes ; Detecting deception -- 15. Creating persuasive presentations : Presentations in the media age ; Persuasive goals ; Audience analysis : Creating the audience; Direct analysis; Segmentation; Other audience analysis factors ; Thinking critically : Understanding your audience ; Analysis of topic ; Supporting ideas : Premises and evidence; Locating premises and evidence ; Ethical insights : Fact-checking persuasive speakers ; Internet activity ; Evaluating evidence ; Arrangement : Elements common to all speech types; Organizational patterns for fact-value speeches; Organizational pattern for policy topics ; A storytelling approach to persuasion ; Using verbal symbols ; Delivery : Modes of delivery; Vocal cues; Gestures and body movements ; Michelle Obama's 2012 DNC speech ; Making strategic decisions : Forewarning; One-sided and two-sided messages; Ordering effects; Primacy vs. recency effects; Inoculation ; Multimedia presentation aids : Functions; Design ; Presenting via mediated channels ; Internet activity : Using multimedia.

Part I. Concepts of persuasion : 1. Persuasion in contemporary society : Media and consciousness : Orality; Literacy; Electronic media; New media ; Persuasion and culture : Media and knowledge; Postindustrial culture; The postmodern condition ; Defining persuasion : Selected perspectives; Persuasion and related terms ; Internet activity : Identifying with customers ; Thinking critically : Defining persuasion ; Persuasion in the media age : Persuasive is audience oriented; Persuasive effects are overdetermined; Much is left unsaid; Persuasion is ubiquitous but invisible; Persuasion variables are reflexive ; Objectives for persuaders : Forming relationships; Repetition ; Internet activity : Persuasion on the Internet : Electronic eloquence; Commoditization; Telling stories; An example: Apple ; Implications for audience members : Evaluating information; Understanding the persuasion process ; Ethical insights : Ethics and the persuasion process : Self-concept and persuasion -- 2. Theories of persuasion : The nature of theory ; Functions of theories ; Early rhetorical theory : Aristotle ; Internet activity : Presidential persuasion : The five canons ; Semiotics ; Audience-oriented theories : Cognitive dissonance theory; Problematic integration theory; The elaboration likelihood model ; The social construction of reality : Symbolic convergence theory ; Thinking critically : Processing persuasive messages : An example ; Media theories : One-shot model; Two step flow of information; Uses and gratifications research; Cultivation analysis; Agenda setting ; Ethical insights : Ethics and violent entertainment ; Internet activity : Setting the Internet news agenda -- 3. Persuasion and ethics in the media age : Ethics and persuasion ; Ethical challenges in the media age : Deception ; Ethical insights : Ethical responsibilities of persuaders and audience members : Access; Oppression; Privacy; Conflict of interest ; Internet activity : Protecting your privacy online ; Approaches to ethical decision making : Universal versus situational ethics; The First Amendment; Richard Johannesen; Making ethical judgments ; Persuasion and the public sphere ; Internet activity : Resolving ethical issues ; Thinking critically : The ideal speech situation ; Visual images and ethics ; Political persuasion ; Advertising ; Organizational advocacy ; Journalism ; NCA credo for ethical communication ; Five guiding principles ; Ethics and audience members : Being informed; Keeping an open mind; Being critical; Expressing ethical judgments -- Part II. Variables of persuasion : 4. Media influences on persuasion : Defining media : Media sources; Media channels; Media content; Media audiences; Putting it together ; Assumptions about the media ; How the media persuade us ; Internet activity : Identifying media influence ; The sensory experience of media : Visual symbols; Music and auditory symbols ; Media channels : Internet/web ; Ethical insights : Ethics and the digital divide : Social media; Television; Radio; Print media; Digital convergence ; Thinking critically : Analyzing a news app ; Internet activity : Exposing hoaxes ; News : What is news?; News decisions; Presentation; Audience empowerment ; Entertainment media -- 5. Audiences and attitudes : The audience in the media age : Size; Anonymity; Taking control ; Audiences and attitudes : Defining attitude; Attitude formation; Changing attitudes ; Audience analysis : Adapting to audiences ; Thinking critically : Adapting to audiences : Creating audiences ; Polling : What is polling; Functions of polling; Assessing polling ; Internet activity : Assessing a poll ; Audience segmentation : Demographics; Psychographics ; Internet activity : Taking the VALS Survey : Qualitative analysis; Geodemographics; Segmenting Internet audiences; Other methods of audience segmentation ; Ethical insights : Ethics and audience analysis ; Ratings : Television; Radio; Print media; The Internet -- 6. Persuasion and visual images : Attributes of visual symbols : Color; Form; Lighting; Spatiality; Movement ; Media influences on images : Graphic design; Photography; Motion pictures ; Internet activity : Evaluating photographs : Television images; Computer-generated images; Interactive multimedia ; Ethical indisghts : The ethics of virtual modes ; How visual images persuade : Image as representation of reality; Image as proof; Image as argumentative claim ; Internet activity : Identifying claims in political cartoons ; Applications of visual communication : Visual spectacles; Logos; Architecture ; Evaluating images ; Thinking critically : Evaluating images of status -- 7. Persuasion and language : Telling stories ; :Using language strategically : Language intensity; Powerful language; language and imagery; Rhetorical figures; Metaphor ; Creating social reality : Symbol use; Naming; Framing ; Ethical insights : Ethics and spin control : Dramatistic redemption ; Electronic eloquence : Personification; Self-disclosure; Conversational style; Verbal distillation; Visual dramatization ; Thinking critically : Memorable slogans ; Internet activity : Presidential eloquence ; Language and power : Ideology; Power; Power and language: a feminist perspective ; Internet activity : Gender and social networks --

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"Spotlights the influence of social media, presents storytelling as a key driver for persuasion, and incorporates updated examples that reflect recent political campaigns and developments in popular culture."--Publishers website.

Mass media.

Persuasion (Rhetoric)

Mass media.

Persuasion (Rhetoric)

Borchers, Timothy A.

20200823044107.0

rda

[Book]

Y