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Persuasion
Day 8-11 DR. LANGFORD TEXAS TECH
49
Communication
Undergraduate 3
10/16/2014

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Cards

Term
Reasoning
Definition
A rational link between evidence and the claim in the argument
Term

Toulmin's Model

List the 5 components

Definition

Data-Evidence

Claim-Opinion/Conclusion

Warrant-Reasoning linking data

Backing-Provides authority to the Warrant

Qualifier-specification of limits to claim, warrant and backing. The degree of conditionality asserted. 


Term
Social Judgement Theory
Definition
Attitude change is mediated by judgmental processes and effects used to persuade people.
Term
5 Key Principles of Persuasion
Definition

1. We have categories of judgment by which we evaluate persuasive positions

2. When we recieve persuasive information we locate it on our categories of judgment

3. Our level of "ego-involvement" affects the size of our latitudes

4. We tend to distort incoming information to fit our categories of judgement

5. Small to moderate discrepancies between our anchor positions and the one advocated will cause us to change

Term
For Persuasion to occur the following three things must happen:
Definition

New information

1.Must fall in the latitude of acceptance

2.Must be different from anchor position

3.While discrepant from the anchor, cannot be assimilated or contrasted

Term
Heuristics
Definition

A cognitive shortcut, simple cues or rules for solving a problem:

Length of Message (long=strong)

Social Consensus (applause or cheering)

Confidence of Speaker (the more onfident, the more believed)

Correct Symbols/Buzzwords 

Term
In order for communication to be "vivid" it must be:
Definition

Emotionally Interesting

Concrete and Image provoking

Immediate (issues that matter)

Term
Repitition
Definition

The more a person is exposed to an item, the more attractive it can be

 

Should not be identical (generally speaking)

Term
Elaboration Likelihood Model
Definition
Explains how a persuasive message works to change the attitude of the reciever
Term
Define Central and Peripheral Routes
Definition

Central: Focus on the argument and use it to elaborate upon the position

Peripheral: Uses other aspects to make decisions

Term
List the six given aspects of the Peripheral Route:
Definition

Reciprocation: Based on past experiences ("BBT:Christmas Gift)

Consistency: Relying on past thoughts (favorite restaurants)

Social Proof: Peer pressure

Liking: Speaker is likeable (attractiveness)

Authority: Speaker has power

Scarcity: Message has a time limit

Term
Principle of Debate #1
Definition

Burden of proof & presumption 

The affirmative has the burden of proof

Term
Principle of Debate #2
Definition

Extended case should be "Prima Face"

or "on its face"

Term
Principle of Debate #3
Definition
Definitions should be clear
Term
Principle of Debate #4
Definition

Understanding argument situation

(if people know info then a lengthy explanation is not needed)

Term
Stock Issues
Definition
Common issues around which a debate revolves
Term
Inherency
Definition
Status quo is not solving the problem
Term
Harm
Definition

What is the problem?

Monroe's Motivated Sequence: "the Need"

Term
Solvency
Definition
How the policy proposal will resolve the harm
Term
Topicality
Definition

Does the plan fit under the resolution 

Make sure evidence advances the topic

Term
Significance
Definition
Is the policy plan of action significant?
Term
A need for change occurs when:
Definition

The need is compelling

The need is inherent

Term
Innoculation
Definition
Anticipates opponents arguments
Term
Faulty Dilemma
Definition
Limits logical arguments to 2 choices, instead of considering all possibilities
Term
Tu Quoque
Definition
Because someone else did something, you should be allowed
Term
Ignoratio Elenchi
Definition
Misintepret what a person says then advocate the misinterpretation
Term
Evidence Trap
Definition
Will provide little evidence for stronger arguments
Term
Groundshift
Definition
Once ground is lost will attempt to argue another point
Term
Trial
Definition

Questions of Fact

Informational

Term
Appeallate
Definition

Questions of Law

No new info

Term
3 Types of Factual Evidence
Definition

Reports

Statistics

Expert Testimony/Opinion

Term

When looking at evidence

(RARECOE)

Definition

Recency: Current info

Access: Firsthand observation

Relevance: Evidence related to claim

Expertise: Has background credentials relevant to subject

Consistency: Evidence agrees with other info we know

Objectivity: Unbiased/Undistorted

Evaluating Reliability: Source has been correct before

Term
Scholars of Legal Rhetoric are interested in:
Definition

1. Rhetorical criticism of judicial opinions (Langfor & Scalia)

2. Historical studies of the relationship between rhetorical theory and legal resoning/education (Scallen: Instruction, Reconstruction, Evaluation)

3. Attempts to use rhetorical theory to critique theories of jurisprudence (Burkean analysis of opinion-symbolic action)

Term
4 Characteristics of Judicial Opinions
Definition

Monologic Voice: Opinions speak with one voice

The Interrogative Mode: Determine the legal question

The Declarative Tone: The actual response

The Rhetoric of Inevitability: Create sense that it is the only possible option

Term

K. Langfords Judicial Opinions for Dissenters

 

Definition

Individualitstic Tone

The Skeptical Tone:Questions validity of opinion

The Democratic Standard: Includes other perspectives

The Advocacy Medium: Crafts arguments for future decisions

 

Term
6 Commonplaces of Legal Argument:
Definition

1. Historical: Original intent or meaning

2. Textual: Plain meaning of Constitution

3. Doctrinal: Uses previous legal reasoning

4. Prudential: Cost/Benefit Analysis

5. Structural: Overall intent of entire document

6. Ethical: Seeks to further telic aims of the nation

Term
Types of Quasi-Logical Arguments
Definition

 

n1. Contradiction (& Incompatibility) : To assert a proposition & its negation 
n2. Total or Partial Identity : Definitions (next screen) 
n3. Transitivity Relations of equality, superiority, inclusion, & ancestry 
n4.Part & Whole / Comparison (ex: Smaller & Larger) / Frequency (/ Probability) 
 
Term
4 Kinds of Definitions
Definition

 

nNormative : Indicate the manner in which a word is to be used 
nDescriptive : Indicate what meaning is given to a word in a certain environment at a particular time 
nCondensed : Point out essential elements of a descriptive def 
nComplex : Combine elements of the other 3 types 
 
Term
5 Conditions That Lead to Using a Heuristic
Definition

 

n1. Do not have time to think carefully about an issue
n2. Overloaded w/ information
n3. Issue(s) not very important
n4. Little other knowledge / info
n5. When a heuristic comes quickly to mind
Term
Causal Fallacies
Definition

 

nInsufficient Cause: Cause not substantial enough to lead to effect
nMultiple Causation: Assert a single cause achieves the result; ignoring multiple causes
nPost Hoc, Ergo Prompter Hoc: “After the fact, therefore because of the fact.”
nReductio Ad Absurdum: “Reduction to the absurd”
nSubstitution of a Sign for a Cause: correlation is not causation

 
Term
Circumstanial Fallacies
Definition

 

nHasty Generalization : Draws conclusion from 1 or few signs w/o additional corroboration  
nThe Fallacy of Composition : Assume  what is true of the part, is true of the whole 
nFallacy of Division: opposite of the above, whole is good, then the parts are good 
nEquivocal Sign: signs have multiple causes
nConstant Sign: relationships are time & culture bound (don’t assume they will continue in the future b/c of relations in the past)
nMystic Sign: can think A is related to B b/c of value system, personal beliefs, / faith 
 
Term

Synthetic Fallacies 

Survey, population, sample (random / stratified) 

Definition

 

n
n
Unnamed Base: Do not identify the population from which % are drawn
nInadequate Sample: Give impression of taken a survey, when really just looked at a sample
nFaulty Sample: Identifies population, indicates statistics based upon sampling, fails to acct for all the groups
 
Term
Formal Fallacies
Definition

Affirming the Consequent: If…then 

nDenying the Antecedent “If …then” when advocate denies the “if” cause, then reasons that that denies the then 
nUnstated Assumption / Faulty Enthymeme : Reasons from a premise not named  
nPetitio Principi (“Begging the Question”) : Uses circular reasoning 
nFaulty Definition : Key terms not defined / using different definitions  
n
 
 
Term
Propaganda Devices
Definition

 

nGlittering Generality : Unproven proposition given in emotional, evaluative terms 
nBandwagon : Everyone else accepts reasoning 
nPlain Folks : Argument should be accepted b/c of arguer’s affiliation w/ crowd 
nCard Stacking : Quote from recognized source, then add other well known sources
Term
Ethical Appeals
Definition

 

nAd Hominem : Attacking character of opponent directly instead of opponent’s argument 
nAd Populam : Appeal to the people / emotions 
nTu Quoque (“you’re another”) :b/c someone else did something, you should be allowed to do it as well 
nIgnoratio Elenchi :Misinterpret what person says & advocate for the misinterpretation; ignorance of logic 
 
 
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