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| secondary or unintended audiences |
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Definition
| audiences who receive a message that is not intended for them and therefore may interpret it with different expectations |
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| encouragement of multiple ideas and thoughts leads to respect and diversity of ideas |
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| sources of attitudes and values |
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| our family, peer groups, role models, and societal institutions |
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| categories of communication ethics |
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Definition
| democratic, universal-humanitarian, procedural or code, contextual, and narrative |
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| political/democratic ethics |
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Definition
| how to improve the functioning of democracy; openness, accuracy, mutual respect, and justice |
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| universal-humanitarian ethics |
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| attempts to seek universal standards, concrete guidelines for social interaction; wisdom, morality, rationality, characcter |
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| organizational/professional/code ethics |
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| one must consider the dynamics and elements of the situation when rendering ethical judgements |
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| diological/narrative ethics |
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| newest, combination of all the ethics; believes that social drama, vision, and storytelling interact to construct community values |
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| a symptom of a particular happening, linked by a direct relationship; further to be divided into icons, indexes, and symbols |
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| replicas of what they represent (Ex. church cross) |
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| signifies an object by having been affected by it (cause-effect relationship) |
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| do not hold any connection with what they represent and depend on conceptual thought and shared understanding of meaning |
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| stimulates sensation; stands for something other than itself; and it depends on conversation |
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| the relationship with a symbol and the thing it represents |
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| formal, dictionary meanings of words |
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| provide positive or negative overtones; the relationships between the words and the objects are individual, personal, and subject to interpretation |
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| contextual factors that influence meaning |
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| the social status of speakers, the social conventions governing the speech act, the physical and social-cultural environments, and previous discourse between parties |
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| a sociocultural approach to communication theory; social interaction with others influences and creates who we are and the society in which we live |
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| similar to defining, is effective by rendering judgement by making positive or negative associations; causes the potential for abuse |
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| ethos (determining credibility) |
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Definition
| good sense, good moral character, goodwill; the personal or professional reputation the persuader brings to the persuasive setting or constructs in the process of communicating |
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| rational/legal ideal (determines credibility) |
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Definition
| ability to make accurate observations and objectivity (such as in courtrooms, only judging by the facts and leaving out personal biases) |
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| when sources take positions that go against their own interests (Ex. other textbooks are better than ours) |
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| source credibility as believability |
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| more significant and "trustworthy" the source, more likely to be believable |
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| forgetting the initial impressions of an advocate wile retaining a general sense of the point of view expressed |
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| usually sources like celebrities or charismatic leaders that can give power to gain acceptance for a point of view because of who they are |
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| persistent, effectively expressive personalities who impose themselves on their environment by their exceptional courage, self-confidence, fluency, and insight |
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| the use of special symbols and technical jargon to imply that the persuader has special authority and ex |
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| mass media appear to influence the public, but they actually influence opinion leaders [agents of change] who in turn influence the larger public |
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| a neutral chemical that is presented as a treatment, but a medical patient sees as real (trusts the expert despite not understanding) |
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| tracing the origins of a term |
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| place a term within a category |
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| state what the term is not |
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| a name or label implies additional characteristics; they allow us to make value judgments based the connotations of the label/name |
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| provide specific instances |
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| authoritarianism and acquiescence |
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| strong leaders give extra appeal and more people are willing to follow (Ex. requests from "authority" were easily followed) |
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| exists when the elements in an ad are placed with a sense of equilibrium; effected by size, shape, lightness or darkness, and color |
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| when some ideas are stressed more than others through size, shape, tone, or direction |
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| created through repetition in shape, tone, or color |
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| the space between visual elements; separates one element from another |
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| all elements in the design must relate to each other |
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| use only the elements that are necessary |
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| communication that reflects the importance of reasoning, symbol use, and value judgments is ethical |
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| required by ethical responsibility; an ability to understand; identify standards for choosing, predicting, the consequences of choices, and later assessing these consequences |
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| deny act occurred, you were involved, or damage occurred |
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| scapegoat someone/something else; not denying but trying to reduce importance |
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| declare someone else was responsible |
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| claim you lacked information or control over |
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| say that the action was accidental, not intentional |
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| took action with good intentions, but unforeseen and unintended negative actions resulted |
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| talk about your positive traits, to rebuild your reputation |
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| reduce the importance of the act |
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| compare your act with similar, but more offensive acts, to make your act seem less offensive |
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| put the act in a more favorable context; direct audiences attention to higher values that justify the behavior |
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| to question credibility of accuser |
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| offer restitution to the victims |
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| accept full responsibility and apologize |
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| image restoration strategies (5 categories) |
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| denial; evade responsibility; reduce offensiveness of act; corrective action; mortification |
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| an arousing fulfillment of desire |
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| the form of a perfectly conducted argument, advancing step by step; given certain things, certain things must follow, the premises forcing the conclusion |
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| the consistent maintaining of a principle under new guises; restatement of the same thing in different ways |
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| minor or incidental forms |
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Definition
| metaphors, paradoxes, reversal, contraction, apostrophe; |
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| reasons (persuasive patterns of org) |
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Definition
| each main point is a reason that the audience should accept the proposition |
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| comparative advantage (persuasive patterns of org) |
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Definition
| each main point, comparing ideas with the major competing idea to show advantage or superiority of your idea |
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| problem/solution (persuasive patterns of org) |
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Definition
| typically two main points, one alerting the audience to the problem, the other offering a solution |
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| criteria/satisfaction (persuasive patterns of org) |
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Definition
| typically two main points, one setting up the criteria for a solution, the other showing how your solution satisfies those criteria |
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Definition
| involves conditioning persons to respond to stimuli; reinforcement is necessary to induce learning; positive reinforcements induce us to act; provides basis for all behavioral models of persuasion |
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| (stimulus-response) a neutral stimulus is paired with an important stimulus; Pavlov |
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| uses rewards and punishments to reinforce behaviors; rewards increase behaviors while punishments are used to reduce behaviors |
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| a theory of personal perception, the ways we infer the causes of behavior in others and ourselves |
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| attribution theory, because we make attributions systematically, cannot accurate record |
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| dispositional attributions |
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Definition
| based on personal characteristics |
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| sources to seek information on attributions |
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| interpersonal knowledge (most accurate), information from the specific situation/context, and cultural information (least accurate) |
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| all persons exposed to a message |
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| attitudes toward source, situation, and topic (favorable/non-favorable) |
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| use attitudes, interests, opinions, and demographics to classify types of audiences; use audience motivations and resources |
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| goes a step further than psychographics; to isolate geographic location |
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| a specific subgroup within a larger audience; share specific demographics, beliefs, etc |
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| those with the power to make desired changes; political, economic, social prestige |
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| tapping into existing social/online networks to raise funds/opportunities |
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| the type of audience the source asks his/her audience to be; shows audience they have the power to act |
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| types of audience analysis |
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Definition
| informal, surveys/polling, interviews/focus groups, phsychographics, cookies |
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| assuming characteristics of audiences based on past experience |
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| formal questioning using online surveys, paper/pencil, or oral questioning |
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| interviews or focus groups |
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| in-depth questioning, typically in face-to-face situations |
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| psychograpics in analysis |
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| compile data to create audience types/categories |
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| line of software code placed in a file on your computer that identifies you to the host site |
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| conformity to a standard may persuade us but not be excited |
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| images resemble the things they represent; photos resemble ppl, can evoke emotional responses |
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| images can document that an event actually took place (before/after photos) |
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| pictures cannot precisely convey ideas as words can; create associations rather than logical arguments |
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| the relatively purity of colors; different between black and grey, red and pink |
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| ranges from light to dark |
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| gain attention and alter mood |
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| tend to look for objects from top to bottom, left to right in our culture; how space is or is not purposefully used |
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| displays that appeal to the sense of sight, to make experiences satisfying |
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| tendency to judge messages as truthful rather than deceptive independent of actual veracity |
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| only detect deception accurately 57% of the time |
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| verbal and nonverbal behavior, third party info, physical evidence, confessions, inconsistent with knowledge, inadvertent confessions |
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| other factors leading to or not to deception |
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Definition
| stakes/importance of the lie, involvement in questioning the message source, context, relationship familiarity |
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