Explain Data

Predict Future Events

Express Ideas Simply

Identify Testable Hypothesis

Be Practical and Useful

Speaker-Centered

Message Centered

Audience-centered

Media-centered

__________ Speeches:

Used for future action circumstances

Legislative Assembly

concerned w/ expediency  or harmfulness

__________ Speeches:

Used for past action circumstances

Used in court for one to defend self

concerned w/ justice or injustice

________ Speeches:

concerned w/ present action

used in ceremonial occasions

prasieworthy or condemnable action; vice/virtue

________ proofs:

Found in this world: consists of provable evidence for arguments

i.e. laws, contracts, witnesses, truths, oaths

________ proofs:

constructed by the speaker (Ethos/Pathos/Logos)

________ reasoning: reasoning from particulars to probable causes

"rained the last 3 days so it will probly rain today too"

5 Canons

_________: creation of ideas around which a speech is made

5 Canons

_________: how ideas are arranged for maximum effect

5 Canons

________: choice of language

5 Canons

_________: voice and gestures

5 Canons

________: sign of intelligence in oral cultures

less emphasis today

Many

institutional

images

mediated

Limits of Speaker-Centered theories?

occurs in _______ forms; advertising, culture

often ______; framework of econ. or social

makes use of ________

usually __________

________ signs: get meaning b/c association w/ an object

i.e. smoke indexes fire and hyperlink indexes webpage

1.allows us to see, hear,be close to persuaders

2. distills info into passages

3. gives meaning to the images of persuaders

4. priviledge certain kinds of info about persuaders

_________:

A) a judgement the audience makes about a persuader

B)a social construct, created, maintained and changed through comm

C)is dynamic

1.Synthetic

2. Believable

3. Vivid and Concrete

4. Simplified

5. Ambiguous

Image of the Source Characteristics

______: planned by persuaders

_______: despite intangible nature, u cant hear feel or smell an image

________ and _______: although mental, can seem real

_______: provide us w/ small amt of total knowledge

________: serve multiple and unforseen purposes

Images have cognitive, emotional & behavioral effects

if image source is realistic, we can form emotional connections to him/her

can have behavioral effects

Choosing meaning for an Image

1. in times of uncertainty, we cling to _______ especially if they continue to provide meaning for the situation

Choosing Meaning for an Image

2. If the audience doesnt know who to trust and truth is ambiguous they will ____(do what)___________

Choosing Meaning for an Image

3. We ________ images when they remain more salient for us than the contradictory information

manipulated

deny us important info

Seek information

Evaluating Images

1) Images can be easily _______

2) Images _________ w/ which to make decisions

3) _________ about sources from a variety of media

view and respond

knowledge, values and beliefs

2 Functions of Organizational Images

A) related to how members/nonmembers _____ and _______ to the organization

B) Help the organizations ______,_____,______

Benoit's Image Repair

Denial- simple denial, blame shifting, evasion, provocation, defeasibility, accident. All of these things are done when trying to ______ ______

Benoit's Image Repair

Reduce offensiveness: bolstering, minimization, differentiation, transcendence, counterattack, compensation. These are all things one can do in order to ______ the_______

1. Reasoning in the media age
          1) Traditional reasoning has been replaced by staged dramatization of images
                   A)Persuaders today make _____, rather than present research to support a claim.

          B) Fail to offer _____ and tend to use dramatic and visual examples

Toulmin’s Model:

______: the facts from which a persuader makes his/her claims

Toulmin’s Model:

The rationale for moving from data to claim

Toulmin’s Model:

______: a statement that communicates a persuader's message to an audience

Toulmin’s Model:

______: categorical statements of fact that support the warrant (often scientific study or law)

Toulmin’s Model:

_____: statement that we make about strength of the argument

Toulmin’s Model:

_______: expresses some kind of exception that would negate the argument being made

_______: series of 3 statements uses to for a new relationship between 2 ideas, used in deductive reasoning

i.e. major premise, minor premise, and conclusion

Fallacy:

______: describes instances in which facts not  yet proven are assumed to be so

Fallacy:

_______: makes an unwarranted leap from one premise to another in argument

Fallacy:

_______: attack the source of a persuasive statement w/o addressing the reasoning on which the statement was made

Fallacy:

_______: uses an appeal to higher authority or or tradition

Fallacy:

_________: uses a weak argument to represent the other side's case

Fallacy:

_______: assumes that once a course of action is started, it cannot be stopped

Fallacy:

_________: assumes that because many people are doing something, the action is reasonable

The power of Motivational Appeals

1. Feelings needed to spark ____ in audience

2. The moral quality helps audiences make _____ decisions

3. Adverse effects like ______

Emotions are _____ ______; our beliefs about emotions are based on beliefs we learn

i.e. we learn what it means to fall in love, we dont just fall in love

A) Describe

B) experience

C) they adopt the message of the persuader

3 Dimensions of Fear:

A) _____ a threat

B) Audience likely to _______ the threat

C) Audience can avoid threat if......________

A)severity

B)probability

C)efficiency

D)solution

4 Components of Fear Appeals:

A) must develop _____ of threat

B) must prove _______ the threat will occurr

C) must show ______ of recommended coping response

D)must show audience can enact a ______

______: criterion or standard of preference

A) Guides our actions
B) Helps us develop attitudes towards objects

C) allows us to morally judge ourselves/others

_______ Values: Values that guide the means by which we live

i.e. "i believe honesty is the best policy"

_______ Values: goals we have for our lives

i.e. "i believe everyone should be happy"

Nature of Motivational Appeals

A)intensity, concern, need

B)feeling

C)response

______________: persuaders use motivational appeals to produce some change in the values, beliefs, opinions, attitudes and behaviors of audiences

A)Signifies _____,_____,_____

B) designed to elicit a ______ in audience

C)resulting in socially constructed ______ from audience

Time and Space

personal relationships

The Nature of Motivational Appeals

A)persuaders use motivational appeals linked to ____ and ______

B) persuaders use _________ to call upon emotions

______: used to effectively create motivational appeals

A) can bring about happiness and content, also excite fear and anger

B)is a universal emotion

C) gets us to think about our values

Humor:

______: play on words

_____: disparigin comment made to bring about change in person or something

_____: exaggerated characters

another

seek

avoid

reduce importance of

new element

Dissonance can be reduced by

A) bring ideas inline w/ _______

B)_____ info

C)_____ info

D)___________1 of the cognitive elements

E)Introduce _______to reconcile the 2 dissonant ones

divergence of judgements

ambniguity

Ambivillence (idea provokes opposite feelings)

Impossibility

_______ Route: mental shortcut/ cue that accepts or rejects messages based on irrelevant cues

- no active thought about the issue

-relies on spokesperson, music, flashy, graphics

reciprication

consistency

social proof

liking

authority

scarcity

Cues that Trigger Peripheral Route:

______ -" scratch my back n ill scratch urs"

_______- "tradition, keep doin it same way"

______- "bandwagon"

_______ - "Liking"

______-"believing someone or product cuz who they are

______- "something is limited"

1)People are motivated to hold correct attitudes

2)Can they do it?

Fantasy

Fantasy Themes

Rhetorical Vision

_____: creative interpretation of event

_____: fantasies w/ similar plot outlines, scenes, char.

_____: similar way of understanding reality shared by members of a culture/community/group as a result of fantasy sharing

_________: assumes that media has a powerful effect on their audiences

-not used as much today

Argues that instead of being used by media, audiences actively select from among media to gratify their needs.

Policy Agenda is created by the _____ _____

i.e. gov and their constituents

Instantaneous

Ephemeral

Media Content is

_______: occuring immediately

______: short-lived