Persuasion in Society
COMM 3320
Fall, 2014
T/Th 9:30-10:45 am (HUMN 135)
Professor Peter Simonson
peter.simonson@colorado.edu
303 492-0718
Hellems 95
Office Hours: T 11-12:30/Th 2-3:15 and by appt.
The Course
Persuasion is a dominant form of influence in our society. It permeates our media, our
public discourse, our places of work, and the ways we talk to ourselves and others. It is the
stuff of all kinds of campaigns—in business, public relations, marketing, politics, social
activism—and other, less formal attempts at influencing opinions, behaviors, and policies.
This class considers what persuasion means, how it works in society, and how it can be used
by individuals and groups. It considers persuasion both an art (something to learn how to
do) and a social process (something we analyze, criticize, and try to understand). We’ll focus
on theory, real-world examples, and practice while also paying attention to history and our
own moment in it. We’ll work from a broadly rhetorical perspective, which we will fill out
with work written by social scientists, management, and media scholars as well as cultural
critics.
A significant amount learning will occur in class—through lecture, video clips, discussion,
“low-stakes writing,” and small group work. This means that attendance is particularly
important, with in-class participation counting toward your grade. Simonson will
facilitate discussions and call on people. Later in the semester, you’ll be working in a
small group planning a persuasive campaign. Across the class, we’ll pay close attention to
media, including the media we use to learn and be in the world. To that end, we’ll be
running a device-free classroom and doing some of our learning through required spiral
or hardbound notebook. Details follow below.
Successful completion of the course will equip students to:
 Examine persuasion as both something to analyze (a social process) and something
to do (an art)
 Raise ethical and critical questions about persuasion
 Become more adept at contributing to persuasion and social marketing campaigns
 Refine skills of speaking, writing, and digital media use
Grading Breakdown
Written Composition Books
Oral Participation/Attendance
First Exam
Second Exam
Final Projects:
(with both group and individual components)
15%
10%
25%
30%
20%
Assignments
Persuasion Notebooks:
 Buy a spiral or hardbound notebook with lined paper in it. Bring it to class with you
every time.
 Do all of the following in it: (a) take reading notes; (b) take notes during class—on
both lecture and discussions. (c) write short reflection pieces as Simonson asks for
them—both during class and outside
 Notebooks will be collected twice during the semester and given a grade based on
completeness (doing all the assignments), thoroughness (doing them in a complete
manner and conscientious manner), and thoughtfulness, (displaying independent
thought, reflectiveness, or creativity).
Oral Participation is based on four things. Simonson will keep track and will develop a
curve of overall grades at the end of the semester
 Offering “Class Business” at the start of lecture, perhaps in conjunction with a web
link or video clip that you’ve e-mailed Simonson ahead of time—something related
to specific ideas from the class and illustrating them in some way
 Sharing opinions during lecture—spontaneously or when Simonson calls on you
(you are allowed one ‘pass’ during the semester). At the end of class, please hand
in a piece of paper with your name and a brief note about what you said in class
 Speaking about the content of readings during lectures—for which you will need
hardcopies of your readings (see below in Readings)
 Speaking in small groups during lecture (as gauged by group discussion sheets)
 Attending/speaking during your group’s meetings with Simonson or in office hours
Exams combine knowing class material and applying it. Format will likely be a mix of
multiple choice, short answer, and an essay. Learning for the class is cumulative, so the
exams are as well.
Final Projects will involve planning a persuasion campaign in support of an idea, social or
political issue, an organization, a product, or some other entity that matters to you and your
group. You will make use of principles drawn from the class, craft a coherent message,
target audiences for it, and select and utilize different media to get it out. Groups will form
sometime in September and work (and sit) together from then forward. In the last meetings
of the semester, they will present their campaigns to the class and submit a portfolio for it
to Simonson. Individual group members will each write a short (2-page) paper for it.
2
Readings/Required Texts
Chip Heath and Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die. New York:
Random House, 2008.
Other readings available through the D2L website.
Print off hard copies of all assigned readings and keep them in a folder or
three-ring binder. Bring it to class with you every week (along with your composition
notebook) so that we can refer to specific passages in the readings.
Two Notes on Grading
1. Philosophy. Your instructor and the grader for this course are ‘old school.’ ‘C’ stands for
‘competent,’ as in ‘displayed competent knowledge of the materials and skills, and
completed the assignments satisfactorily.’ ‘B’ means that you have gone significantly
beyond basic competence; while ‘A’ indicates a superior answer, displaying both excellent
understanding of the material and evidence of independent thought. We uphold high
standards as a way to help bring out your best thinking and writing, and reward true
excellence.
2. Mechanics. We will be entering your grades on D2L. It is your responsibility to
monitor the grades that are recorded there and make sure they accord with the grade
you received on the assignment or exam. We are very careful when we grade and enter
scores, but occasionally a mistake occurs. If you find a discrepancy between your
posted grade and the one written on your homework or exam, bring it to
Simonson’s attention within two weeks of when the grade was entered.
Students with Special Needs
If you qualify for accommodations because of a disability, please give Prof. Simonson a letter
from Disability Services as soon as possible so that your needs may be addressed. Disability
Services determines accommodations based on documented disabilities. Contact: 303-4928671, Willard 322, and www.Colorado.EDU/disabilityservices. If accommodation
includes the need to take notes on a laptop computer during class, please let
Simonson know immediately.
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Maintaining a Civil Classroom Environment
We will be talking about issues and ideas that can make a difference in all of our lives. To do
that well, we need to be respectful of one another. We all have that responsibility. Students
who fail to adhere to such behavioral standards may be subject to discipline. Faculty have the
professional responsibility to treat all students with understanding, dignity and respect, to
guide classroom discussion, and to set reasonable limits on the manner in which they and
their students express opinions. Class rosters are provided to the instructor with the
student's legal name. We will gladly honor your request to address you by an alternate name
or gender pronoun. The UC-Boulder policy on Discrimination and Harassment
(http://wwwcolorado.edu/policies/discrimination.html) and the University of Colorado
policy on Sexual Harassment and the University of Colorado policy on Amorous Relationships
applies to all students, staff and faculty. Any student, staff or faculty member who believes
s/he has been the subject of discrimination or harassment based upon race, color, national
origin, sex, age, disability, religion, sexual orientation, or veteran status should contact the
Office of Discrimination and Harassment (ODH) at 303-492-2127 or the Office of Judicial
Affairs at 303-492-5550. Information about the ODH and the campus resources available to
assist individuals regarding discrimination or harassment can be obtained at
http://www.colorado.edu/odh
Plagiarism and Other Cheating
I take cheating and Honor Code violations seriously. It’s an important part of the
integrity of the work we do together. All students are responsible for knowing and
adhering to the academic integrity policy of this institution. Violations of this policy may
include: cheating, plagiarism, aid of academic, dishonesty, fabrication, lying, bribery, and
threatening behavior. All incidents of academic misconduct shall be reported to the Honor
Code Council (303-725-2273; honor@colorado.edu). Students who are found to be in
violation of the academic integrity policy will be subject to both academic sanctions from
the faculty member and non-academic sanctions (including but not limited to university
probation, suspension, or expulsion).
4
Class Schedule
Unless otherwise noted, readings are available through D2L. Complete them
by the day listed on the syllabus.
Writing Assignments are found in the Assignment Folder on D2L. Writings
need to be completed by class time (day is indicated on assignment sheets)
Week
Date
Week 1:
Aug 26 (no
Introduction to class Aug
the Course
28)
Week 2: The
September
Rhetorical
2-4
Roots of
Persuasion
Week 3: The
Sept 9-11
Science of
Persuasion:
Appeals and
Slow & Fast
Thinking
Week 4:
Persuasion
Sept 16-18
through
Rhetorical
Images
Week 5:
Persuasion
through the
Effects of
Media
Week 6:
Application,
Review, Exam
Sept 23-25
Week 7:
Critical
Analysis of
Persuasion I:
Gender
Oct 7-9
Sept 30Oct 2
Reading/Viewing
Writing/Other
Assignments
The Persuaders: 90-minute PBS
Frontline documentary. Avail online
Writing Assn. #1
T: Aristotle, on Rhetoric (selections)
Th: Lloyd Bitzer, “The Rhetorical
Situation” (1968)
Writing Assns. #2a
& 2b
T: Robert Cialdini, “Harnessing the
Science of Persuasion” (2001)
Th: Daniel Kahneman, Thinking Fast
and Slow (2011), chs. 1-2
Writing Assns. #3a
& 3b
T: Charles A. Hill, “The Psychology of
Rhetorical Images” (2004)
Th: Visual Images in Politics: Cato
Institute Symposium of Essays
http://www.catounbound.org/issues/july2014/visual-persuasion-politics
T: T: R. Lance Holbert and John M.
Tchernov, “Media Influence as
Persuasion” (selections)
Writing Assns. #4a
& 4b
None
Exam I: Thurs
Oct 2
Notebooks
collected in class
Tuesday
Writing Assn. #5
T: Jean Kilbourne’s website
(http://www.jeankilbourne.com/get- Writing Assn. #6:
active/); In-class showing of film:
(due Thursday)
Killing Us Softly 4
Th: Linda Carli, “Gender & Social
Influence” (2001)
5
Week 8:
Critical
Analysis of
Persuasion II:
Whiteness
Oct 14
(no class
Oct 16)
Week 9: On
Sticky Ideas I
Oct 21-23
Week 10: On
Sticky Ideas II
Oct 28-30
Week 11:
Spreadable
Media
Week 12:
Applications,
Review, Group
Work
Week 13: Exam
II
Week 14:
Group
Persuasion
Presentations
Week 15:
Group
Persuasion
Presentations
Nov 4-6
Nov 11-13
T: Peggy McIntosh, “White Privilege”
(1989); Paul Waldman, “The
Privilege of Whiteness” (2013); plus
online reading on whiteness and
advertising
T: Heath & Heath, Made to Stick,
Intro, Chs. 1-2 (3-97)
Th: Made to Stick, chs. 3-4 (98-164)
T: Made to Stick, chs. 5-end (165284)
Th: Revisiting Gender and Whiteness
T: Henry Jenkins, Sam Ford, and
Joshua Green, Spreadable Media:
Creating Value and Meaning in a
Networked Culture (2013):
Introduction: Why Media Spreads (146)
Th: Spreadable Media, Ch. 5,
Designing for Spreadability (195228)
TBD
Writing Assn. #7
Writing Assn. #8a
& 8b
Writing Assn #9a
& 9b
Groups Meet with
Simonson (Thurs,
8-10:45). Prepare
Writing Assns. #9a
& 9b
In-Class Writings
Nov 18
(no class
Nov 20)
Exam #2
In-Class Writings
Dec 2-4
In-Class Writings
Dec 9-11
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