Choose one of the two case studies below to prepare an essay response. You must decide which area of communication theory studied this semester (Persuasion ) addresses the case study question. Review the relevant week's readings provided on the QCD211 Blackboard site AND other academic sources in order to prepare your reference page. Ensure you follow all guidelines provide to prepare both your essay and your reference page.
Case Two
Jasmine works for a small research company. She has been with the company since it started ten years ago. Although the company is not very large, it has been successful in securing a number of large educational research projects. Jasmine has just started to work on a research project which aims to investigate the most successful learning strategies for international students. This is an important piece of research as the number of students studying outside their home countries is continually increasing. It is also important as there are many misconceptions about international students. As a result, Jasmine's manager instructs her to use a large and diverse sample of participants to ensure greater reliability and validity of the research findings. Jasmine is quite concerned as it is extremely challenging to find willing research participants. Before she can start approaching participants, she must gain the official support of the educational institutions they attend. As a result, Jasmine's manager invites the Vice-Chancellors of several leading universities to a meeting in which Jasmine must persuade them of the value of her research.
Jasmine prepares extensive documents about her research. She starts the meeting by offering the Vice-Chancellors drinks and snacks. She thinks this approach will make her more likeable. However, she feels rather uncomfortable when the Vice-Chancellors tell her that they do not have a lot of time to waste and ask her to provide details of her research. At this point, she becomes lost for words and distributes the documents she prepared prior to the meeting. She tells the Vice-Chancellors to have a quick read and she will answer their questions. The Vice- Chancellors look at each other confused. One of them then asks if Jasmine could explain why they should allow their students to participate in this research. Another asks how the universities will benefit from this research. Jasmine did not anticipate these questions and responds rather vaguely stating that the research is really important and will help universities understand international students. Not long after the meeting Jasmine receives an email telling her that the Vice-Chancellors are not supportive of Jasmine's research.
INTRODUCTION
Model of attitude change that helps understand the Yale approach to persuasion. Traditional approaches to persuasion, like the Yale model, tend to assume that persuasion occurs when listeners (or viewers) learn a message. If you learn, and remember, the ideas from a message, you are likely to be persuaded by it. On the other hand, if you do not learn, and cannot remember, the ideas from a message, you will not be persuaded by it. Often persuasion is accompanied by learning, so there is a reason to think that learning could be associated with persuasion.
Jasmines is a research she try to converser
It is clear for this case Jasmine's less persuasive skills. She is not aware of message or how important the massage the context and the Audience is in formulating a good persuasive presentation (Vaughan & Hogg, 2010, p. 112)in This essay Iwill show how Jasmine can used the Source, the message and Audience to make her presentation more persuading and win the finding for
Attitudes and emotions often play an important role in
Persuasion is, quite simply, the use of messages to influence an audience. The messages that make up persuasive discourse are instrumental, or means to ends or goals of the persuader. Companies use persuasion in the form of advertising to convince consumers to buy their products or services. Students use persuasion to convince their parents to increase their allowance, or let them go to see a particular movie, or to let them use the car. Parents can use persuasion to get their children to study or to clean up their rooms. People use persuasion to get their friends to go to see a certain movie, or a band, or to hang out at the mall. Persuasion can convince another person to go out on a date. It can convince a teacher to accept a paper after the due date. Of course, people can also use threats to get what they want, but that is not persuasion. In persuasion, we try to convince the audience that they should want to do what we want them to do--not that they should do it "or else."
We can also see that persuasion pervades our lives by thinking about the activities that make up our daily lives. Persuasion is a part of education and learning. A college recruiter, alum, or parent may try to persuade us to attend his or her school. Once at school, students persuade their friends when to take classes (e.g., in the morning or afternoon) and which classes to take. Professors and academic advisors can persuade students what major to select, and whether to go to graduate or professional school. Students may persuade professors to accept an assignment late, to change a grade, or to take a test early. Persuasion is a part of work. During employment interviews, we want to persuade the employer to offer us a job. At work, we persuade co-workers about projects, bosses about promotions, and customers about our products or company. We may even try to persuade (rather than order) subordinates about their tasks to keep morale up. Many professions, like sales, politics, and the law, are essentially about persuading others. Persuasion is also a part of recreation and relaxation. We persuade our families, roommates, and friends that we should go out to eat, and which restaurant to patronize. We persuade our friends that we ought to go see a movie, and then which film to see. We tell our friends about a new musical group we have heard or a book we have read, persuading them to buy it. So we persuade each other while learning, working, and socializing. The fact is, most of us have never thought about just how much of our lives are influenced by persuasion.
persuasion present almost everywhere in human social activity, but persuasion can be a positive force. Persuasion can be understood as a means to accomplishing something you (the persuader) want. If there is a goal that you want to accomplish -- to get someone to go to a particular movie, to change your grade, to be hired for a job, to have your suggestion included in a report, to get a customer to buy your company's product, to encourage someone to vote for you -- that depends on the actions of others. To obtain the cooperation of other people you have only a few basic choices.
This essay aims to provide the theoretical basis and research evidence of three factors of Persuasion, Social Influence and Compliance Gaining.
This case shows Jasmine's less persuading skills. She is aware how important is the massage context or Source, and Audience to make her presentation more persuading
First Paragraph
The first factor in Jasmine's case persuasion is the source
The source, or the person (or group) who is presenting a message, can influence its persuasiveness. This concept is frequently referred to as "speaker credibility," although of course it applies to the credibility of writers as well. Researchers who employed the Yale approach might not have extended their ideas to television or movies, but we can consider producers, directors, and actors/actresses to be kinds of sources. Although sources have a variety of characteristics that have been studied (for example, attractiveness and similarity), the two most important aspects of sources in the Yale research are expertise and trustworthiness (see, e.g., McGinnies & Ward, 1980; Wiener & Mowen, 1986). It makes sense that we should be more likely to accept (be persuaded by) the words of experts than of those who a
it is important to realize that what matters the most in credibility is the audience's perceptions of the source. That is, the most important factor in persuasion is not whether the speaker really is an expert or trustworthy, but whether the audience thinks the source is an expert or trustworthy. If the audience thinks the source is an expert and/or trustworthy, it is more likely that the audience will be persuaded by that source. On the other hand, if the audience believes that the source knows nothing about the topic or can't be trusted, it is unlikely that the audience will be persuaded by messages from that source. Of course, if a persuader really is an expert (or really is trustworthy), it should be easy to convince the audience that they should defer to that source. Note that this emphasis on the audience's perceptions of the source also means that some members of the audience might believe a speaker is credible while others in the same audience could think that speaker is not credible. A persuader ought to try to find out what the audience thinks about him or her as the source, and if some or all of the audience thinks poorly of the source, the persuader should try to improve their opinion (at the beginning of the message). The cognitive response model (Elaboration Likelihood Model), discussed in another tutorial, offers more insights into how sources influence persuasion.
However, expertise and trustworthiness probably help most with yielding: We are more likely to accept a message when we respect and trust the source -- and we are unlikely to yield to a message when we don't respect or trust the source.
Second paragraph
The second factor in Jasmine's case persuasion is the message
(organitation content , logical,credibility , emocion)
Three important areas of investigation into the content of persuasive messages are message arguments (quality and quantity of arguments), evidence, and fear appeals. I will discuss each area separately in this section
Research demonstrates that argument strength is directly related to attitude change (Andrews & Shimp, 1990; Cacioppo, Petty, & Morris, 1983; Petty, Cacioppo, & Goldman, 1981). This means the stronger the argument, the more the attitude change it creates -- and the weaker the argument, the less attitude change it creates. It makes sense that arguments that are stronger, or higher quality, would be more persuasive than arguments that are weaker, or poorer quality. Messages with more arguments are more persuasive than those with fewer arguments (Calder, Insko, & Yandell, 1974; Chaiken, 1980; Cook, 1969; Petty & Cacioppo, 1984). The more arguments in a message, the more likely it will seem to be true (or the more likely that a message will include at least one argument that appeals to the audience). These factors probably influence persuasion by aiding yielding -- we are more likely to accept arguments that are stronger.
Third, we have to make up a message. For simple and easy requests, just asking might be enough. For other goals, we will have to convince the audience, persuade them, or give them reasons to do what we want. It is important not to just tell them why we want them to do something. Persuaders can be more successful when they can make the audience want to help us achieve our goal. This means that we should understand our audience. We can increase our chances of convincing them to help us if we know our audience. Knowing what the audience knows, what interests the audience, what is important to them, can be very helpful.
Fourth, the message has to be conveyed to the audience. In interpersonal relations, this simply means meeting (or calling, or mailing) the other person. Other messages, like advertisements, require more elaborate preparation and distribution arrangements. But persuasion can't be successful if the messages do not reach its intended audience.
Thirst paragraph
The Thirst factor in Jasmine's case persuasion is the Audience
Jasmines have to identify the right audience; the groups of people who can help us achieve our goal. It has to be a group that we can speak with or write to (we have to be able to get our message to them). They must also have what it takes to obtain our goal. They may have information, or money, or power. But for persuasion to be successful the audience has to be able to grant our wish.