Case study-Leadership Communication
Action Assignment:
Details: After reading the journal article by Lewis et al., analyze and compare it with O'Rourke's discussion on communication ethics and sidedness by answering the four questions below. Include only necessary information in your concise analysis and avoid rambling. But remember that concise is not a synonym for short or skimpy. Again, base your responses (number them!) on the following questions:
Scholars have argued that two-sided messages will increase the audience's confidence and trust in message senders and will inoculate the audience against counterarguments. Use a specific example from your own experience to prove this point.
Lewis et al. point out that in the context of consumer advertising, two-sided nonrefutational messages appear to increase the credibility of the sender. Do you think that these tools of persuasion can lead to unethical communication? Explain your viewpoints in light of O'Rourke's discussion of communication ethics. Make sure you define sidedness and two-sided nonrefutational message.
Kraft, General Mills, and Kellogg formed a "lobbying group to keep government from regulating food marketing to children" (O'Rourke, 2013, Case 6-3). Would it make sense to defend the group's mission statement ("there is no correlation between advertising trends and recent childhood obesity") with two-sided nonrefutational messages? Why or why not? What other type of defense would you suggest?
How can you apply Maslow's Needs Theory to persuasive messages that use either a one-sided or two-sided refutational approach? Explain and provide an example.
Here are some guidelines I encourage you to use when you have to apply theory:
1. Use evidence (facts, important theoretical details, and specific examples) to show how theory can be applied to a specific case. Don't make the mistake of using generalizations and unsubstantiated claims.
2. Show whose voice you are referring to (whose ideas are you presenting?).
3. Avoid excessive summarization (regurgitating the details of the case), which is often done at the expense of insufficient analysis. Analyze which details of the concepts are most relevant.
Again Please follow the instructions and read the article.
Case Study: Kraft Food's, Inc.: The Costs of Advertising on Children's Eaistlines.
Article: Telling 'em How It Will Be: Previewing Pain of Risky Change in Initial Announcements by Laurie K. Lewis, Nicole Laster and Vaibhavi Kulkarni.