Persuasion and Influence in American Life

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

• ISBN13: 9781577662853
• ISBN10: 1577662857
• Edition: 5th
• Format: Paperback
• Copyright: 2004-01-01
• Publisher: Waveland Pr Inc

Table of Contents

Preface to the Fifth Edition	xiii
Persuasion and Influence: An Introduction	1	(24)
The Necessity of Persuasion	3	(1)
Persuasion Defined	4	(3)
Four Cases of Persuasion	7	(6)
Doubt and Influence in the Jury Room	7	(1)
Advocating Dangerous Forms of Religion	8	(2)
Persuasion and the Politics of Peace	10	(2)
Persuasion in Everyday Life	12	(1)
What These Cases Suggest	13	(5)
Persuasion Is About Sources and Messages	13	(2)
Measure Persuasion by Its Effects on Others	15	(1)
Even Minimal Effects Are Important	15	(1)
Personal and Public Forms of Persuasion Are Similar	16	(1)
Persuasion Provokes a Love-Hate Relationship	16	(1)
Persuasion Outcomes Are Unpredictable	17	(1)
Three Types of Communication	18	(2)
Pure Information	18	(1)
Pure Expression	18	(1)
Pure Persuasion	19	(1)
Summary	20	(5)
Questions and Projects for Further Study	20	(1)
Additional Reading	21	(1)
Notes	22	(3)
Part I Origins of Persuasive Practice	25	(58)
The Advocate in an Open Society	27	(24)
Freedom of Expression and Its Limits	28	(8)
Suppressing Advocacy in a One-Party State	28	(4)
The Value of Public Opinion	32	(2)
Individual Freedom versus Factions	34	(2)
The Nature of Open and Closed Societies	36	(2)
The Technological Push toward Openness	37	(1)
The Marketplace Theory	38	(1)
How Open Is American Society?	38	(8)
Governmental Controls	38	(4)
Corporate Controls	42	(3)
Free Speech versus True Access	45	(1)
Summary	46	(5)
Questions and Projects for Further Study	46	(1)
Additional Reading	47	(1)
Notes	48	(3)
The Advocate and the Management of Symbols	51	(32)
The Nature of Language	53	(9)
Signs	54	(1)
Symbols	54	(1)
Meaning	55	(3)
Functions of Language	58	(4)
Language, Interaction, and Reality	62	(2)
The Creation of Reality through Interaction	62	(1)
Self as a Product of Interaction with Others	63	(1)
Society as a Product of Interaction with Others	63	(1)
Political Uses of Language	64	(11)
Functions of Political Language	65	(3)
Strategic Uses of Political Language	68	(3)
Common Political Language Devices	71	(4)
The Changing Nature of Public and Political Discourse	75	(3)
Summary	78	(5)
Questions and Projects for Further Study	78	(1)
Additional Reading	79	(1)
Notes	79	(4)
Part II Four Perspectives on the Nature of Persuasion	83	(104)
Persuasion and Reasoning	85	(22)
Understanding Practical Arguments	87	(9)
Analytic Arguments and Practical Enthymemes	87	(3)
Demonstration and Argumentation	90	(1)
Factual and Judgmental Claims	91	(1)
Implied and Stated Components of Arguments	92	(2)
Reasoning to Discover and to Defend	94	(1)
Finding Good Reasons for Claims	94	(1)
A False Distinction: Logic or Emotion	95	(1)
Common Forms of Defective Reasoning	96	(4)
Ad Hominem	97	(1)
False Cause	98	(1)
Non Sequitur	98	(1)
Circular Argument	99	(1)
Excessive Dependence on Authority	100	(1)
How Persuasion and Logical Argumentation Differ	100	(3)
Denial Often Defeats Reasoning	100	(1)
Persuasion's Self-Interest and Argumentation's Public Interest	101	(2)
Summary	103	(4)
Questions and Projects for Further Study	104	(1)
Additional Reading	104	(1)
Notes	105	(2)
Credibility and Authority	107	(24)
The Multidimensional Aspects of Authority	109	(1)
The Three Meanings of Credibility	110	(8)
Ethos and the Idea of Good Character	110	(2)
The Rational/Legal Ideal of Credibility	112	(2)
Source Credibility as Believability	114	(3)
Credibility Reconsidered	117	(1)
Strategic Dimensions of Credibility	118	(7)
Legitimation	118	(3)
Mystification	121	(1)
Source/Placebo Suggestion	121	(1)
Authoritarianism and Acquiescence	122	(3)
Summary	125	(6)
Questions and Projects for Further Study	125	(2)
Additional Reading	127	(1)
Notes	127	(4)
The Psychology of Persuasion	131	(32)
Logic and Rationality	132	(1)
Components in Attitude Change	133	(9)
Beliefs	133	(2)
Attitudes	135	(5)
Values	140	(2)
Behavioral Theories of Persuasion	142	(16)
Stimulus-Response Theory	142	(2)
Reinforcement Theory	144	(1)
Attribution Theory	145	(2)
Consistency Theories	147	(4)
Social Judgment Theory	151	(1)
Long-Term Attitude Change	152	(1)
Elaboration Likelihood Theory	153	(3)
Theory of Reasoned Action	156	(2)
Summary	158	(5)
Questions and Projects for Further Study	159	(1)
Additional Reading	159	(1)
Notes	159	(4)
Persuasion, Audiences, and Social Learning	163	(24)
The Idea of an Audience	164	(3)
A Conceptual Baseline: Social Learning	167	(1)
The Audience Analysis Process	168	(6)
Wiring the Audience: Dial Group Testing	168	(2)
The Principle of Identification	170	(1)
Universal Commonplaces	171	(1)
Audience-Specific Norms	172	(2)
Advocates, Messages, and Audiences	174	(6)
Believing in Our Words	175	(1)
High Credibility/High Agreement Persuasion	176	(1)
High Credibility/Low Agreement Persuasion	177	(1)
Low Credibility/High Agreement Persuasion	178	(1)
Low Credibility/Low Agreement Persuasion	179	(1)
Unintended Audiences	180	(1)
Summary: The Ethics of Adaptation	181	(6)
Questions and Projects for Further Study	182	(1)
Additional Reading	183	(1)
Notes	184	(3)
Part III The Contexts of Persuasion	187	(148)
Interpersonal Persuasion	189	(38)
Dimensions of Interpersonal Communication	191	(1)
Variables of Interpersonal Persuasion	192	(18)
Verbal Characteristics	192	(1)
Nonverbal Characteristics	193	(2)
Power and Control	195	(2)
Compliance-Seeking Messages	197	(2)
Conflict	199	(5)
Gender Differences	204	(3)
Culture and Diversity	207	(1)
Leadership	208	(2)
Contexts of Interpersonal Persuasion	210	(11)
Organizations	210	(6)
Sales	216	(3)
Interviews	219	(2)
Summary	221	(6)
Questions and Projects for Further Study	222	(1)
Additional Reading	223	(1)
Notes	223	(4)
Public and Mass Persuasion	227	(34)
Public Communication and Persuasion	228	(4)
Characteristics of Public Communication	229	(1)
Public Opinion and Persuasion	230	(2)
Persuasive Campaigns	232	(22)
Product or Commercial Campaigns	232	(1)
Public Relations Campaigns	233	(1)
Political Campaigns	234	(3)
Issue Campaigns	237	(11)
Social Movements	248	(6)
Campaign Implementation	254	(3)
Summary	257	(4)
Questions and Projects for Further Study	257	(1)
Additional Reading	258	(1)
Notes	258	(3)
Advertising as Persuasion	261	(42)
What Is Advertising?	264	(2)
The Evolution of Advertising from a Communication Perspective	266	(4)
The Role of Psychology in Advertising	270	(3)
How Advertising Works	273	(7)
High Involvement---Thinking	275	(1)
High Involvement---Feeling	276	(1)
Low Involvement---Thinking	276	(1)
Low Involvement---Feeling	277	(3)
Advertising as Myth	280	(3)
Common Advertising Appeals	283	(5)
Power	283	(1)
Meaning	283	(1)
Norms	284	(1)
Isolation	285	(1)
Self-Esteem	285	(1)
Guilt	286	(1)
Fear	286	(1)
Sex	287	(1)
How to Critique Ads	288	(2)
Criticisms of Advertising	290	(8)
Deception	290	(2)
Language	292	(1)
Children	292	(3)
Consumerism	295	(1)
Social Effects	296	(1)
Freedom of Speech	296	(1)
Private versus Public Interests	297	(1)
What Can I Do?	298	(1)
Summary	298	(5)
Questions and Projects for Further Study	299	(1)
Additional Reading	300	(1)
Notes	300	(3)
Political Persuasion	303	(32)
Four Cases of Political Persuasion	304	(5)
Winning the Vote in 1920	305	(1)
The Campaign for Health Care Reform	306	(1)
The Politics of Religious Doctrine	307	(1)
Selling the City	308	(1)
Forms of Political Persuasion	309	(16)
Administrative Persuasion	310	(2)
Legislative Persuasion	312	(3)
Campaign Persuasion	315	(7)
Persuasion through Symbolic and Status Issues	322	(1)
Persuasion in the Context of Entertainment	323	(2)
What We Can Learn from Political Persuasion	325	(1)
Limited Effects Model	325	(1)
Significant Effects Model	325	(1)
Politics and Trust	326	(1)
Summary	327	(8)
Questions and Projects for Further Study	328	(1)
Additional Reading	329	(1)
Notes	330	(5)
Part IV Issues and Strategies of Message Preparation	335	(66)
Ethical Considerations of Persuasion	337	(32)
Ethics, Values, and Principles	340	(1)
Communication, Ethics, and Society	340	(6)
Persuasion and Communication Ethics	342	(1)
Sources of Attitudes and Values	343	(2)
Categories of Communication Ethics	345	(1)
Considerations for Ethical Communication	346	(4)
Communicator Considerations	347	(1)
Message Considerations	348	(1)
Medium Considerations	348	(1)
Receiver Considerations	348	(1)
Ethical Values of Communicators	349	(1)
Areas of Special Concern	350	(14)
Media and New Technologies	350	(3)
News Journalism	353	(6)
Politics and Political Communication	359	(4)
Public Discourse	363	(1)
Summary	364	(5)
Questions and Projects for Further Study	365	(1)
Additional Reading	365	(1)
Notes	366	(3)
Constructing and Presenting Persuasive Messages	369	(32)
Strategic Considerations of a Set Presentation	370	(13)
Know the Audience	370	(1)
Determine Your Objectives	371	(1)
Determine Your Thesis	372	(1)
Develop Main Points	372	(1)
Amplify and Support the Main Points	373	(3)
Write the Introduction	376	(3)
Prepare the Outline	379	(3)
Presenting the Message	382	(1)
Strategic Considerations for Discursive Messages	383	(3)
When to Reveal the Thesis	383	(1)
Whether to Recognize Opposing Views	384	(1)
How to Use Persuasive Language	384	(2)
Strategic Considerations for Nondiscursive Persuasion	386	(10)
The Visual Image	388	(1)
Honoring Gestalt Values	389	(1)
Set Modest Goals	390	(2)
Keep the Message Simple and Thematically Consistent	392	(1)
Use Effective Aural and Visual Analogues	392	(3)
Position Your Message as Entertainment or Information	395	(1)
Use a Sympathetic Figure or Key Icons	395	(1)
Frame the Discussion in the Imagery of Heroes, Villains, and Victims	396	(1)
Summary	396	(5)
Questions and Projects for Further Study	397	(1)
Additional Reading	398	(1)
Notes	398	(3)
Index	401