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Samenvatting Perloff MPC
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Samenvatting van Perloff - Dynamics of persuasion. Vak: Marketing and Persuasive Communication
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Marketing and Persuasive Communication: ALL LECTURE NOTES
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College aantekeningen Marketing And Persuasive Communication (MPC) The Dynamics of Persuasion, ISBN: 9780429589409
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Marketing and Persuasive CommunicationCHAPTER 1: INTRODUCTION Persuasion is a hybrid industry
TO PERSUASION Persuasion now occurs in both macro
Persuasion is the study of attitudes and (institutional) and micro (hustler on her
how to change them. Persuasion harnessed smartphone) contexts. Doing persuasion in
in the service of social change. Activists a big organization brings excitement and
have doggedly employed persuasion to the prospect of riches. However, one gives
help change attitudes. The power of up freedom and must rationalize (Another
persuasion – its ability to captivate and persuasion factor), reducing dissonance
connive – fascinates people the world over. that can occur when one devises messages
Persuasion: Constancies & Changes that please corporate bosses, but offend a
personal moral compass. Solo persuasion
Persuasion can be found in the Old in the gig economy lets you do what you
Testament. want. However, the non-step pressure to
promote yourself on every online site
Key ways today’s persuasion differs from
creates its own type of contemporary angst.
previous eras:
Persuasive communication has become
- Number of messages
more subtle and devious
- Speed & brevity (bondigheid)
- Hybrid industry – part institutional,
part gig
- Subtlety Persuasion communication is more
- Complexity and digital mediation complex and digitally mediated
- Entwined with online and social The intermingling of people from different
media (exposure to short, cultural groups is a profoundly positive
metaphorical messages, with phenomenon, but it makes fore more dicey
simultaneous message exchange and difficult interpersonal persuasion.
among millions of strangers, that Persuasive communication seems to
may confirm biases, as well as bombard in multiple directions.
expand beliefs) Technology increasingly mediates – comes
- Spread of dark digitized falsehoods, between – the communicator and message
aided by automated bots recipient.
Persuasive messages travel faster than Digital technology has changed the nature
ever before of persuasion in several key respects:
Advertisements move blindingly fast. They - It has increased complexity,
quickly and seamlessly combine cultural blurring lines among information,
celebrities, symbols and commodity signs. entertainment, and influence.
Texts, tweets and short posts have become
the signatures of instantaneous Interactivity allows endless two-way
contemporary persuasion, characterized as communication between senders and
much by their brevity as their speed. receivers. The Internet has democratized
persuasive discourse, cresting a mechanism
,by which ‘regular citizens, possessing political media messages with
nothing more than a cheap video camera which they already agree.
can have a significant impact on an
Persuasive messages that are shared on
election, a public debate, or any other form
social networking sites are apt to be those
of public issue.
that reaffirm a particular worldview or
Persuasion has become entwined with political perspective. This can make social
online and social media technologies media an echo chamber, where messengers
preach to the choir and individuals end up
Interactive technologies have done much to
feeling all the more strongly that their
eviscerate the boundary between persuader
position is correct. We need perspective
and persuadee.
that extend, enrich, excite and propel us to
The ubiquitous social media blurs these change. That’s persuasion too.
boundaries even more. Many persuasion
Persuasion is frayed by dark, digital
encounter now occur online.
falsehoods and automated devices
Does this change the nature of persuasion?
Persuasion has always involved distortions,
Yes and No
falsehoods, and lies. Yet, today’s digital
On the one hand, persuasion involves the deceptions have several distinctive
symbolic process by which messages characteristics.
influence beliefs and attitudes. Regardless
1. In the past, fakery lacked the
of the media platform, persuasive
capacity to permeate deeply and
communicators must convince another
broadly across multiple social
person to rethink and idea, belief or feeling
networks, producing and
about an issue.
reproducing effects, as it does
Contemporary social media persuasive today, through the mixed blessings
messages effects are unique in that they: of online media
2. Mechanisms by which theses
- Can involve simple catchphrases messages can attract an audience
- Diffuse more quickly and widely using digital techniques unavailable
than previous technologies in previous eras. Communications
- Enable others to participate in can be so cleverly constructed that
meaning conferral it can be impossible to differentiate
- Are capable of mobilizing fake from real posts on feminism
individuals across national and racial issues.
boundaries 3. The capacity of malicious software
Online media can exert a variety of to influence human minds. The key
positive effects on beliefs and attitudes: is the social bot, an automated
software that is capable of
- They delightfully expose automatically generating messages
individuals to a multitude of and advocating position by
communicators, some offering appearing to be a follower or fake
viewpoints that contrast with users’ account that may solicit followers.
political attitudes.
- On the other hand, people There is a debate about the extent
frequently come into contact with of their effects. It is easy to assume
, these new-fangles digital posts are
effective, but if you do, you may be
guilty of the third-person effect,
presuming that, of course, you see
CHAPTER 2: FOUNDATION OF
through these messages and
recognize they’re false, but others PERSUASION
(The masses of third persons) fall
prey to their sinister influence. Social influence has different features and
different constructs. The four key
Conclusion components – persuasion, coercion,
propaganda, and manipulation – can
Persuasion is a ubiquitous part of overlap and shade into one another.
contemporary life. The internet is a
persuader’s paradise. Social media is filled Persuasion involves the persuader’s
with opinionated message exchanges awareness that he or she is trying to
among strangers spanning the globe. influence someone else. It also requires
However, persuasion has more personal that the ‘persuadee’ makes a conscious or
components. unconscious decision to change his mind
about something.
Persuasion is an ancient art. It dates back
to the Bible and ancient Greece. Yet, there Persuasion matters and strikes to the core
are important aspects of contemporary of our lives as human beings. This means
persuasion that are unique to this era, that we must define what we mean by
notably the volume, speeds, subtlety, persuasion and differentiate it from related
complexity, digitization, and remixing if terms. Scholars have defined persuasion in
modern messages. Social media has different ways.
transformed some of the contours of Definition persuasion: a symbolic process
persuasion. in which communicators try to convince
Deceptions, a long-standing feature of other people to change their own attitudes
persuasion, have taken on darker hues in or behaviours regarding an issue through
recent years, with the capacity of digitized the transmission of a message in an
falsehoods to permeate more broadly and atmosphere of free choice.
deeply, in some cases aided by automated 5 components:
social bots. Scholars differ in their
assessment of the degree to which these 1. Symbolic process
falsehoods influence attitudes, but there is Persuasion takes time, consists of a number
little doubt they have provided extremist of step, and actively involves the recipient
elements with digital weapons of of the message. Persuasion involves the
influence. Our task is to unpack and use of symbols. A symbols is a form of
understand the multitude of messages, language in which one entity represents a
good and bad, malevolent and benign. concept or idea, communicating rich
psychological and cultural meaning.
Symbols include words like freedom,
justice and equality; non-verbal signs like
the flag, star of David, Holy Cross; and
, images that are instantly recognized and forming attitudes, but on inducing people
processed. to alter attitudes they already possess. This
can involve shaping, molding or
2. Attempt to influence
reinforcing attitudes.
Persuasion does not always or inevitably
4. Involves transmission of a message
succeed. Sometimes it fails to influence
attitudes or behavior. Persuaders must Persuasion is a communicative activity,
intent to change another individual’s thus there must be a message for
attitude or behavior and must be aware that persuasion, as opposed to other forms of
they are trying to accomplish this goal. social influence, to occur. In addition to the
usual contexts that come to mind when you
Children do not persuade. In order to
think of persuasion – advertising, political
persuade, they must understand that other
campaigns, interpersonal sales – there are
people can have desires and beliefs;
other domains that contain attitude-altering
recognize that the persuadee has a mental
messages. News unquestionably shapes
state that is susceptible to change;
attitudes and beliefs. Art, books, movies,
demonstrate a primitive awareness that
plays and songs also has a strong influence
they intend to influence another person;
on how we think and feel about life.
and realize that the persuadee has a
perspective different from theirs, even if Yet, these are not pure exemplars of
they cannot put all this into words. persuasion. Recall that persuasion is
defined as an attempt to convince others to
It is a type of social influence; it is the
change their attitudes or behavior. Art and
broad process in which the behavior of one
news are best viewed as borderline cases of
person alters the thoughts or action of
persuasion
another.
5. Requires free choice
The question is whether persuasion should
be defined from the perspective of the There are more than 200 definitions of
audience member or of the communicator. freedom. It is hard to say precisely when
If you define it from the audience coercion ends and persuasion begins.
member’s point, then every message that Individuals are free when they have ability
conveys an opinion, or ends up altering to act otherwise – to do other than what the
someone’s attitude, gets counted as persuader suggests – or to reflect critically
persuasion. on their choices in a situation. Freedom
that underlies persuasion is a relative, not
3. People persuade themselves
an absolute, concept.
People persuade themselves to change
Culture and environmental constraints can
attitudes or behavior, not the persuader.
limit the freedom to choose, constraining
Communicators provide the arguments.
individuals’ experience of how much
Self-persuasion can be benevolent or
choice they have.
malevolent. An ethical communicator will
plant the seeds for healthy self-influence. Persuasion VS Coercion
A dishonest, evil persuader convinces a
Coercion = a technique for forcing people
person to change her mind in a way that is
to act as the coercer wants them to act. –
personally or socially destructive. Note
presumably contrary to their preferences. It
also that persuasion typically involves
usually employs a threat of some dire
change. It does not focus primary on
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