Theories of Persuasion to Know for Intro to Communication Studies

Understanding persuasion is key in communication. Theories like the Elaboration Likelihood Model and Cognitive Dissonance explain how we process messages and change our beliefs. These concepts help us grasp how communication shapes attitudes and influences our everyday interactions.

1. Elaboration Likelihood Model (ELM)

   • Proposes two routes to persuasion: the central route (deep processing of information) and the peripheral route (superficial cues).
   • Central route leads to lasting attitude change, while the peripheral route results in temporary change.
   • Factors influencing the route taken include motivation and ability to process the message.

2. Social Judgment Theory

   • Suggests that people evaluate messages based on their existing attitudes and beliefs.
   • Introduces concepts of latitude of acceptance, rejection, and non-commitment.
   • Persuasion is more likely when messages fall within the latitude of acceptance.

3. Cognitive Dissonance Theory

   • Explains the discomfort experienced when holding conflicting beliefs or attitudes.
   • Individuals are motivated to reduce dissonance by changing beliefs, acquiring new information, or minimizing the importance of the conflict.
   • Dissonance can lead to attitude change as a means of achieving internal consistency.

4. Narrative Paradigm Theory

   • Argues that humans are natural storytellers and make sense of the world through narratives.
   • Persuasion occurs when a narrative is coherent and resonates with the audience's values and experiences.
   • Emphasizes the importance of storytelling in communication and persuasion.

5. Inoculation Theory

   • Suggests that exposure to a weak argument can strengthen resistance to stronger arguments later.
   • Inoculation works by preemptively addressing counterarguments and reinforcing existing beliefs.
   • Effective in preparing individuals to defend their attitudes against persuasive attempts.

6. Cultivation Theory

   • Examines the long-term effects of media exposure on perceptions of reality.
   • Proposes that heavy media consumers are more likely to perceive the world in ways consistent with media portrayals.
   • Highlights the role of media in shaping societal norms and beliefs over time.

7. Agenda-Setting Theory

   • Suggests that media doesn't tell us what to think, but what to think about.
   • The media's focus on certain issues influences the public's perception of their importance.
   • Agenda-setting shapes the priorities of both the media and the audience.

8. Framing Theory

   • Explores how the presentation of information influences interpretation and perception.
   • Different frames can lead to different conclusions about the same issue.
   • Framing affects public opinion by highlighting certain aspects while downplaying others.

9. Priming Theory

   • Describes how exposure to certain stimuli influences subsequent judgments and behaviors.
   • Priming can activate specific associations in memory, affecting how individuals respond to related information.
   • Often used in political communication to shape public perception and opinion.

10. Two-Step Flow Theory

    • Proposes that media effects are mediated by opinion leaders who interpret and relay information to others.
    • Suggests that interpersonal communication plays a crucial role in the persuasion process.
    • Highlights the importance of social networks in shaping attitudes and behaviors.