Choose one of the two case studies below to prepare an essay response. You must
decide which area of communication theory studied this semester (Persuasion )
addresses the case study question. Review the relevant week’s readings provided on
the QCD211 Blackboard site AND other academic sources in order to prepare your
reference page. Ensure you follow all guidelines provide to prepare both your essay
and your reference page.
Case Two
Jasmine works for a small research company. She has been with the company since it
started ten years ago. Although the company is not very large, it has been successful
in securing a number of large educational research projects. Jasmine has just started
to work on a research project which aims to investigate the most successful learning
strategies for international students. This is an important piece of research as the
number of students studying outside their home countries is continually increasing.
It is also important as there are many misconceptions about international students.
As a result, Jasmine’s manager instructs her to use a large and diverse sample of
participants to ensure greater reliability and validity of the research findings. Jasmine
is quite concerned as it is extremely challenging to find willing research participants.
Before she can start approaching participants, she must gain the official support of
the educational institutions they attend. As a result, Jasmine’s manager invites the
Vice-Chancellors of several leading universities to a meeting in which Jasmine must
persuade them of the value of her research.
Jasmine prepares extensive documents about her research. She starts the meeting
by offering the Vice-Chancellors drinks and snacks. She thinks this approach will
make her more likeable. However, she feels rather uncomfortable when the ViceChancellors tell her that they do not have a lot of time to waste and ask her to
provide details of her research. At this point, she becomes lost for words and
distributes the documents she prepared prior to the meeting. She tells the ViceChancellors to have a quick read and she will answer their questions. The ViceChancellors look at each other confused. One of them then asks if Jasmine could
explain why they should allow their students to participate in this research. Another
asks how the universities will benefit from this research. Jasmine did not anticipate
these questions and responds rather vaguely stating that the research is really
important and will help universities understand international students. Not long
after the meeting Jasmine receives an email telling her that the Vice-Chancellors are
not supportive of Jasmine’s research.
INTRODUCTION
Model of attitude change that helps understand the Yale approach to
persuasion. Traditional approaches to persuasion, like the Yale model, tend to
assume that persuasion occurs when listeners (or viewers) learn a message. If
you learn, and remember, the ideas from a message, you are likely to be
persuaded by it. On the other hand, if you do not learn, and cannot remember,
the ideas from a message, you will not be persuaded by it. Often persuasion is
accompanied by learning, so there is a reason to think that learning could be
associated with persuasion.
Jasmines is a research she try to converser
It is clear for this case Jasmine’s less persuasive skills. She is not aware of
message or how important the massage the context and the Audience is in
formulating a good persuasive presentation (Vaughan & Hogg, 2010, p. 112)in
This essay Iwill show how Jasmine can used the Source, the message and
Audience to make her presentation more persuading and win the finding for
Attitudes and emotions often play an important role in
Persuasion is, quite simply, the use of messages to influence an audience. The
messages that make up persuasive discourse are instrumental, or means to ends
or goals of the persuader. Companies use persuasion in the form of advertising to
convince consumers to buy their products or services. Students use persuasion
to convince their parents to increase their allowance, or let them go to see a
particular movie, or to let them use the car. Parents can use persuasion to get
their children to study or to clean up their rooms. People use persuasion to get
their friends to go to see a certain movie, or a band, or to hang out at the mall.
Persuasion can convince another person to go out on a date. It can convince a
teacher to accept a paper after the due date. Of course, people can also use
threats to get what they want, but that is not persuasion. In persuasion, we try to
convince the audience that they should want to do what we want them to do--not
that they should do it “or else.”
We can also see that persuasion pervades our lives by thinking about the
activities that make up our daily lives. Persuasion is a part of education and
learning. A college recruiter, alum, or parent may try to persuade us to attend his
or her school. Once at school, students persuade their friends when to take
classes (e.g., in the morning or afternoon) and which classes to take. Professors
and academic advisors can persuade students what major to select, and whether
to go to graduate or professional school. Students may persuade professors to
accept an assignment late, to change a grade, or to take a test early. Persuasion is
a part of work. During employment interviews, we want to persuade the
employer to offer us a job. At work, we persuade co-workers about projects,
bosses about promotions, and customers about our products or company. We
may even try to persuade (rather than order) subordinates about their tasks to
keep morale up. Many professions, like sales, politics, and the law, are essentially
about persuading others. Persuasion is also a part of recreation and relaxation.
We persuade our families, roommates, and friends that we should go out to eat,
and which restaurant to patronize. We persuade our friends that we ought to go
see a movie, and then which film to see. We tell our friends about a new musical
group we have heard or a book we have read, persuading them to buy it. So we
persuade each other while learning, working, and socializing. The fact is, most of
us have never thought about just how much of our lives are influenced by
persuasion.
persuasion present almost everywhere in human social activity, but persuasion
can be a positive force. Persuasion can be understood as a means to
accomplishing something you (the persuader) want. If there is a goal that you
want to accomplish -- to get someone to go to a particular movie, to change
your grade, to be hired for a job, to have your suggestion included in a report,
to get a customer to buy your company’s product, to encourage someone to
vote for you -- that depends on the actions of others. To obtain the cooperation
of other people you have only a few basic choices.
This essay aims to provide the theoretical basis and research evidence of three
factors of Persuasion, Social Influence and Compliance Gaining.
This case shows Jasmine’s less persuading skills. She is aware how important is
the massage context or Source, and Audience to make her presentation more
persuading
First Paragraph
The first factor in Jasmine’s case persuasion is the source
The source, or the person (or group) who is presenting a message, can
influence its persuasiveness. This concept is frequently referred to as “speaker
credibility,” although of course it applies to the credibility of writers as well.
Researchers who employed the Yale approach might not have extended their
ideas to television or movies, but we can consider producers, directors, and
actors/actresses to be kinds of sources. Although sources have a variety of
characteristics that have been studied (for example, attractiveness and
similarity), the two most important aspects of sources in the Yale research are
expertise and trustworthiness (see, e.g., McGinnies & Ward, 1980; Wiener & Mowen,
1986). It makes sense that we should be more likely to accept (be persuaded by)
the words of experts than of those who a
it is important to realize that what matters the most in credibility is the
audience’s perceptions of the source. That is, the most important factor in
persuasion is not whether the speaker really is an expert or trustworthy, but
whether the audience thinks the source is an expert or trustworthy. If the
audience thinks the source is an expert and/or trustworthy, it is more likely that
the audience will be persuaded by that source. On the other hand, if the
audience believes that the source knows nothing about the topic or can’t be
trusted, it is unlikely that the audience will be persuaded by messages from that
source. Of course, if a persuader really is an expert (or really is trustworthy), it
should be easy to convince the audience that they should defer to that source.
Note that this emphasis on the audience’s perceptions of the source also means
that some members of the audience might believe a speaker is credible while
others in the same audience could think that speaker is not credible. A
persuader ought to try to find out what the audience thinks about him or her as
the source, and if some or all of the audience thinks poorly of the source, the
persuader should try to improve their opinion (at the beginning of the
message). The cognitive response model (Elaboration Likelihood Model), discussed
in another tutorial, offers more insights into how sources influence persuasion.
However, expertise and trustworthiness probably help most with yielding: We
are more likely to accept a message when we respect and trust the source -- and
we are unlikely to yield to a message when we don’t respect or trust the source.
Second paragraph
The second factor in Jasmine’s case persuasion is the message
(organitation content , logical,credibility , emocion)
Three important areas of investigation into the content of persuasive messages
are message arguments (quality and quantity of arguments), evidence, and fear
appeals. I will discuss each area separately in this section
Research demonstrates that argument strength is directly related to attitude
change (Andrews & Shimp, 1990; Cacioppo, Petty, & Morris, 1983; Petty, Cacioppo, &
Goldman, 1981). This means the stronger the argument, the more the attitude
change it creates -- and the weaker the argument, the less attitude change it
creates. It makes sense that arguments that are stronger, or higher quality,
would be more persuasive than arguments that are weaker, or poorer quality.
Messages with more arguments are more persuasive than those with fewer
arguments (Calder, Insko, & Yandell, 1974; Chaiken, 1980; Cook, 1969; Petty & Cacioppo,
1984). The more arguments in a message, the more likely it will seem to be true
(or the more likely that a message will include at least one argument that
appeals to the audience). These factors probably influence persuasion by aiding
yielding -- we are more likely to accept arguments that are stronger.
Third, we have to make up a message. For simple and easy requests, just asking
might be enough. For other goals, we will have to convince the audience,
persuade them, or give them reasons to do what we want. It is important not to
just tell them why we want them to do something. Persuaders can be more
successful when they can make the audience want to help us achieve our goal.
This means that we should understand our audience. We can increase our
chances of convincing them to help us if we know our audience. Knowing what
the audience knows, what interests the audience, what is important to them, can
be very helpful.
Fourth, the message has to be conveyed to the audience. In interpersonal
relations, this simply means meeting (or calling, or mailing) the other person.
Other messages, like advertisements, require more elaborate preparation and
distribution arrangements. But persuasion can’t be successful if the messages
do not reach its intended audience.
Thirst paragraph
The Thirst factor in Jasmine’s case persuasion is the Audience
Jasmines have to identify the right audience; the groups of people who can help
us achieve our goal. It has to be a group that we can speak with or write to (we
have to be able to get our message to them). They must also have what it takes
to obtain our goal. They may have information, or money, or power. But for
persuasion to be successful the audience has to be able to grant our wish.
Conclusion
In summary, it appears that Jasmine’s has a problem because she has less
persuasive skills. Some aspect that contributes to this are her did not award of
Source or how important the massage the context and the Audience is in
formulating a good persuasive presentation. She seems to be a attitude .
Another factors was message ……..It is important that Jasmine addresses this
problem because otherwise in short time she may lose her job ,if she stays no
one will want to support the report and in the long term the opportunities to get
new contracts of the company will suffer.
Name: Sandra Milena Canon
Student ID no: n9238646
Unit Code: QCD211
Tutor’s name: Ian
Quotations: THIS MUST INCLUDING IN THE ESSAY
Model
1. “Persuasion is a communicative activity; thus, there must be a message for
persuasion, as opposed to other forms of social influence, to occur.” (Perloff,
2010, p. 14)
2. “If you were planning to make a public campaign as persuasive as possible, there
are points to bear in mind: some communicators, message strategies and speech
styles are more effective than others; and the nature of the audience needs to be
accounted for.” (Vaughan & Hogg, 2010, p. 112)
3. “Attitude is defined here as: a learned, global evaluation of an object (person,
place, or issue) that influence thought and action.” (Perloff, 2010, p. 43)
4. “Attitudes invariably involve affect emotions.”(Perloff, 2010, p. 45)
5. “The greater the number of persuasive arguments that are presented, the
greater the level of persuasion that is likely-within limits.”(Erwin, 2001, p. 95)
6. “If you can establish certain feelings about you in other people what I refer to as
“know you, like you and trust you” feelings, that will cause your future battles or
changelles to be already half-won.” (Burg, 1998, p. 24)
7. “If high-credibility sources produce less thinking about a communication, then
this may produce higher or lower levels of persuasion, depending on the nature
of the persuasive message.” (Erwin, 2001, p.94)
8. “The characteristics of the target audience are undoubtedly a major factor in the
effectiveness of a persuasive communication, but this is also a very fragmented
area with a considerable number of factors that may be implicated.” Erwin, 2001,
p. 101)
9. “In contrast with traditional direct techniques of persuasion (advertising,
political rhetoric, etc.), self-persuasion is indirect and entails placing people in
situations where they are motivated to persuade themselves to change their
own attitudes and behaviour.” (Aronson, 1999, p. 875)
10. “One of the best ways to improve your persuasive skills is the one that improves
any skill: planning.” (Gorman, 2007, para .1)