Persuasion and Influence in American Life

by Woodward, Gary C.; Denton, Robert E.

• ISBN13: 9781577660705
• ISBN10: 1577660706
• Edition: 4th
• Format: Paperback
• Copyright: 1999-09-01
• Publisher: Waveland Pr

Table of Contents

Preface	xviii
Persuasion and Influence An Introduction	1	(26)
Influence and Attitudes	2	(1)
Persuasion Defined	3	(2)
Four Introductory Cases	5	(11)
Advertising: The Cigarette Wars	6	(3)
Advocating Dangerous Forms of Religion	9	(2)
Persuasion and the Politics of Peace	11	(2)
Persuasion in Everyday Life	13	(3)
Facets of Persuasion	16	(4)
Love-Hate Relationship	16	(1)
Unpredictability	17	(1)
Minimal Effects	18	(1)
Importance of Limited Effects	19	(1)
Importance of Sources and Messages	19	(1)
Three Types of Communication	20	(2)
Pure Information	20	(1)
Pure Expression	20	(1)
Pure Persuasion	21	(1)
Questions and Projects for Further Study	22	(1)
Additional Reading	23	(1)
Notes	24	(3)
Part One Origins of Persuasive Practice	27	(60)
The Advocate in an Open Society	29	(26)
Freedom of Expression	30	(9)
The Ultimate Censorship	30	(3)
The Value of Public Opinion	33	(3)
Individual Freedom versus Factions	36	(3)
The Nature of ``Open'' and ``Closed'' Societies	39	(2)
The Technological Push toward Openness	40	(1)
The Marketplace Theory	41	(1)
How ``Open'' Is American Society?	41	(8)
Governmental Controls	41	(3)
Access to Governmental Information	44	(1)
Corporate Controls	45	(2)
Free Speech versus True Access	47	(2)
Summary	49	(1)
Questions and Projects for Further Study	49	(2)
Additional Reading	51	(1)
Notes	51	(4)
The Advocate and the Manipulation of Symbols	55	(32)
The Nature of Language	57	(10)
Signs	58	(1)
Symbols	59	(1)
Meaning	59	(4)
Functions of Language	63	(4)
Language, Interaction, and Reality	67	(2)
The Creation of Reality through Interaction	67	(1)
``Self'' as a Product of Interaction with Others	68	(1)
Society as a Product of Interaction with Others	68	(1)
Political Uses of Language	69	(11)
Functions of Political Language	70	(2)
Strategic Uses of Political Language	72	(4)
Common Political Language Devices	76	(4)
The Changing Nature of Public and Political Discourse	80	(2)
Summary	82	(1)
Questions and Projects for Further Study	83	(1)
Additional Reading	83	(1)
Notes	84	(3)
Part Two Four Perspectives on the Nature of Persuasion	87	(120)
Persuasion and Reasoning	89	(26)
Understanding Practical Arguments	91	(1)
Reasoning Processes	92	(9)
Analytic Arguments and Practical Enthymemes	92	(3)
Demonstration and Argumentation	95	(1)
Factual and Judgmental Claims	96	(1)
Implied and Stated Components of Arguments	97	(2)
Reasoning to Discover and to Defend	99	(1)
Finding Good Reasons for Claims	100	(1)
Common Forms of Defective Reasoning	101	(5)
Ad Hominem	101	(1)
False Cause	102	(1)
Non Sequitur	103	(1)
Circular Argument	104	(1)
Excessive Dependence on Authority	105	(1)
How Persuasion and Logical Argumentation Differ	106	(4)
Denial Often Defeats Reasoning	106	(1)
Arguments Are Both ``Logical'' and ``Emotional''	107	(1)
Persuasion's ``Self-Interest'' and Argumentation's ``Public Interest''	107	(3)
Summary	110	(1)
Questions and Projects for Further Study	111	(1)
Additional Reading	111	(1)
Notes	112	(3)
Credibility and Authority	115	(30)
The Essential Role of Credibility	116	(1)
The Multidimensional Aspects of Authority	117	(1)
The Three Meanings of ``Credibility''	118	(11)
Ethos and the Idea of Good Character	118	(4)
The Rational/Legal Ideal of Credibility	122	(2)
Source Credibility as Believability	124	(4)
Credibility Reconsidered	128	(1)
Four Source-Related Persuasion Settings	129	(10)
Prestige and Legitimation	129	(2)
Mystification	131	(1)
The Charismatic Persuader	132	(4)
Authoritarianism and Acquiescence	136	(3)
Summary	139	(1)
Questions and Projects for Further Study	140	(1)
Additional Reading	141	(1)
Notes	142	(3)
The Psychology of Persuasion	145	(30)
Logic and Rationality	146	(2)
Components in Attitude Change	148	(8)
Beliefs	149	(2)
Attitudes	151	(2)
Values	153	(3)
Behavioral Theories of Persuasion	156	(14)
Stimulus-Response Theory	156	(2)
Attribution Theory	158	(1)
Consistency Theories	159	(4)
Social Judgment Theory	163	(2)
Long-Term Attitude Change	165	(1)
Elaboration Likelihood Theory	165	(4)
Theory of Reasoned Action	169	(1)
Summary	170	(1)
Questions and Projects for Further Study	171	(1)
Additional Reading	171	(1)
Notes	171	(4)
Social Bases of Persuasion	175	(32)
Social versus Psychological Perspective	176	(2)
Social Proof	177	(1)
Authority	177	(1)
The Audience Analysis Process	178	(14)
Auditioning Messages	178	(1)
The Principle of Identification	179	(2)
Universal Commonplaces	181	(3)
Audience-Specific Norms	184	(3)
Demographic Analysis	187	(3)
Survey Research	190	(2)
Advocates, Messages, and Audiences	192	(8)
Believing in Our Words	193	(1)
High Credibility/High Agreement Persuasion	193	(2)
High Credibility/Low Agreement Persuasion	195	(1)
Low Credibility/High Agreement Persuasion	196	(2)
Low Credibility/Low Agreement Persuasion	198	(2)
Unintended Audiences	200	(1)
Summary	201	(1)
Questions and Projects for Further Study	202	(2)
Additional Reading	204	(1)
Notes	204	(3)
Part Three The Contexts of Persuasion	207	(160)
Interpersonal Persuasion	209	(36)
Dimensions of Interpersonal Communication	211	(2)
Variables of Interpersonal Persuasion	213	(16)
Verbal Characteristics	213	(1)
Nonverbal Characteristics	214	(3)
Power and Control	217	(2)
Compliance-Seeking Messages	219	(3)
Conflict	222	(3)
Gender Differences	225	(3)
Leadership	228	(1)
Contexts of Interpersonal Persuasion	229	(11)
Organizations	229	(5)
Sales	234	(4)
Interviews	238	(2)
Summary	240	(1)
Questions and Projects for Further Study	241	(1)
Additional Reading	242	(1)
Notes	242	(3)
Public and Mass Persuasion	245	(40)
Public Communication and Persuasion	246	(4)
Characteristics of Public Communication	247	(2)
Public Opinion and Persuasion	249	(1)
Persuasive Campaigns	250	(27)
Product or Commercial Campaigns	251	(1)
Political Campaigns	251	(3)
Issue Campaigns	254	(17)
Social Movements	271	(6)
Campaign Implementation	277	(3)
Summary	280	(1)
Questions and Projects for Further Study	281	(1)
Additional Reading	281	(1)
Notes	282	(3)
Advertising as Persuasion	285	(44)
What Is Advertising?	287	(3)
The Evolution of Advertising from a Communication Perspective	290	(5)
The Role of Psychology in Advertising	295	(2)
How Advertising Works	297	(8)
High Involvement---Thinking	300	(1)
High Involvement---Feeling	301	(1)
Low Involvement---Thinking	301	(1)
Low Involvement---Feeling	301	(4)
Advertising as Myth	305	(2)
Common Advertising Appeals	307	(7)
Power	308	(1)
Meaning	308	(2)
Norms	310	(1)
Isolation	311	(1)
Self-Esteem	311	(1)
Guilt	312	(1)
Fear	312	(1)
Sex	313	(1)
How to Critique Ads	314	(1)
Criticisms of Advertising	315	(8)
Deception	315	(4)
Language	319	(1)
Children	319	(1)
Consumerism	320	(1)
Social Effects	321	(1)
Freedom of Speech	322	(1)
Private versus Public Interests	322	(1)
What Can I Do?	323	(1)
Summary	323	(1)
Questions and Projects for Further Study	324	(1)
Additional Reading	324	(1)
Notes	325	(4)
Political Persuasion	329	(38)
Four Cases of Political Persuasion	331	(5)
Winning the Vote in 1920	331	(1)
The Campaign for Health Care Reform	332	(2)
The Politics of Religious Doctrine	334	(1)
Campaigns and the Politics of Attack	335	(1)
Forms of Political Persuasion	336	(14)
Administrative Persuasion	336	(3)
Legislative Persuasion	339	(4)
Campaign Persuasion	343	(7)
Politics as Expression	350	(3)
Political Issues and Status	350	(1)
Politics as ``Mediated,'' One-Way Expression	351	(2)
Estimating Persuasive Effects	353	(1)
Limited Effects Model	353	(1)
Significant Effects Model	353	(1)
Political Messages in Nonpolitical Form	354	(4)
``Expedient'' and ``Principled'' Messages	358	(2)
Summary	360	(1)
Questions and Projects for Further Study	361	(1)
Additional Reading	362	(1)
Notes	363	(4)
Part Four Issues and Strategies of Message Preparation	367	(70)
Ethical Considerations of Persuasion	369	(36)
Communication, Ethics, and Society	372	(7)
Persuasion and Communication Ethics	373	(1)
Sources of Attitudes and Values	374	(2)
Categories of Communication Ethics	376	(3)
Considerations for Ethical Communication	379	(4)
Communicator Considerations	380	(1)
Message Considerations	381	(1)
Medium Considerations	381	(1)
Receiver Considerations	381	(1)
Ethical Values of Communicators	382	(1)
Areas of Special Concern	383	(17)
Media and New Technologies	383	(6)
News Journalism	389	(8)
Politics and Political Communication	397	(2)
Public Discourse	399	(1)
Summary	400	(1)
Questions and Projects for Further Study	401	(1)
Additional Reading	401	(1)
Notes	402	(3)
Constructing and Presenting Persuasive Messages	405	(32)
Strategic Considerations of the Set Speech	406	(16)
Know the Audience	407	(1)
Determine Your Objectives	407	(2)
Determine Your Thesis	409	(1)
Develop Main Points	410	(1)
Clarify, Amplify, and Support the Main Points	411	(4)
Write the Introduction	415	(6)
Deliver the Message	421	(1)
Strategic Considerations for Discursive Messages	422	(3)
When to Reveal the Thesis	422	(1)
Whether to Recognize Opposing Views	423	(1)
How to Use Persuasive Language	424	(1)
Strategic Considerations for Nondiscursive Persuasion	425	(7)
Set Modest Goals	427	(1)
Keep It Simple	427	(1)
Make Your Message Aural, Visual, and Concrete	427	(2)
Position Your Message as Entertainment or Newsworthy Information	429	(1)
Use a Sympathetic Figure or Powerful Image to Enact Your Central Idea	429	(1)
Frame the Discussion in the Imagery of Heroes, Villains, and Victims	430	(2)
Summary	432	(1)
Questions and Projects for Further Study	433	(1)
Additional Reading	434	(1)
Notes	435	(2)
Index	437