Social Psychology Chapter 5: Mass Communication

Questions and Answers

What should you include in your persuasive appeal if the audience is knowledgeable and motivated?

Strong, logical arguments

What does research suggest about persuasive messages that stick?

Persuasion that gets people to process arguments systematically is much more likely to endure.

What are the three factors that can increase the effectiveness of a communication or persuasive attempt?

The source of the communication, the nature of the communication, and the characteristics and mindset of the audience.

How can communicators make themselves seem trustworthy?

By arguing against their own self-interest and creating situations where it seems they are not trying to persuade. Signup and view all the answers

What are the benefits of arguing against one's own self-interest?

People will trust the communicator, believing they are sincere and that the issue is compelling. Signup and view all the answers

Why is it effective to create a situation where people do not think you are trying to persuade them?

The information becomes more valuable, and communicators who are not seen as trying to influence increase their potential to do so. Signup and view all the answers

Who seems more trustworthy: a confident speaker or one who shows apprehension?

The confident speaker. Signup and view all the answers

What characteristics do we regard as being expert and trustworthy in others?

They take opposing positions to their self-interest, do not try to influence us, are attractive and appealing, and are confident in their assertions. Signup and view all the answers

What are appeals to identity?

A persuader can get us to do things if those things resonate with our self-identity. Signup and view all the answers

What is an attitude?

An evaluation that includes an emotional and an evaluative component. Signup and view all the answers

How does attractiveness affect persuasion?

We tend to like and trust people whom we find attractive. Signup and view all the answers

What is the central route to persuasion?

It involves weighing arguments and considering relevant facts. Signup and view all the answers

What factors increase the effectiveness of a persuasive attempt?

Credibility, attractiveness, and expertise. Signup and view all the answers

What is fake news?

False stories packaged as true. Signup and view all the answers

What is a filter bubble?

A personalized universe of information that makes it into our social media feeds. Signup and view all the answers

What is persuasion?

Occurs when communication from one person changes the opinions, attitudes, or behavior of another person. Signup and view all the answers

What defines an opinion?

What a person believes to be true. Signup and view all the answers

What is the peripheral route to persuasion?

Responding to simple, often irrelevant cues rather than considering the strength of arguments. Signup and view all the answers

What does Reactance Theory state?

We attempt to restore our sense of freedom when encountering blatant persuasive attempts. Signup and view all the answers

How does self-esteem affect reaction to persuasive messages?

High self-esteem individuals respond quickly to high-fear messages, while low self-esteem individuals may react later. Signup and view all the answers

What is trustworthiness in communication?

An important determinant of whether a communicator will be influential. Signup and view all the answers

What do newscasts tend to focus on?

Destructive behavior such as terrorism, murders, and protests. Signup and view all the answers

How does availability heuristic manifest in mass communication?

Media coverage can distort perceptions of reality, making violence seem more prevalent. Signup and view all the answers

How does familiarity benefit companies that advertise frequently?

People are more likely to choose familiar brands in supermarkets. Signup and view all the answers

What is the power of rhyme?

Rhymes can make statements more persuasive. Signup and view all the answers

Few persuasive appeals are purely central or peripheral.

True Signup and view all the answers

What did O.J. Simpson's trial demonstrate about persuasion?

The effectiveness of a memorable statement as a persuasive peripheral cue. Signup and view all the answers

What can trigger the emotional response in political campaigns?

Targeting strong emotions like fear or anger. Signup and view all the answers

Study Notes

Mass Communication, Propaganda, and Persuasion Study Notes

Appeals to Identity: Persuasion can be effective when an action resonates with a person's self-identity. Invoking identity leads individuals to perceive actions as central to who they are; for instance, asking children if they want to be "helpers" prompts more cooperation than simply asking to help.
Attitude: These are opinions that include both cognitive evaluations (good or bad) and strong emotional components. Attitudes are more resistant to change compared to simpler opinions.
Attractiveness: People are more likely to be persuaded by attractive individuals, often without realizing they are influenced by physical appeal. However, attractiveness cannot overcome strong opposition to a fundamental belief (e.g., on topics like gun control).
Central Route to Persuasion: Persuasion through careful thought and consideration of arguments and facts. Involves systematic analysis, such as evaluating strengths of arguments about reducing prison recidivism.
Credibility: A crucial factor in effective communication; credibility can be enhanced by changing a communicator's appearance. For example, Allen Ginsberg was better received when attired more conventionally.
Expertise: Confidence in a speaker can be perceived as an indicator of their expertise and truthfulness, even if unqualified.
Fake News: False information presented as legitimate news; it affects perception and opinion, often leading people to categorize content based on agreement rather than veracity.
Filter Bubble: A personalized information environment on social media that reinforces existing beliefs and limits exposure to challenging perspectives, contributing to polarized viewpoints.
Persuasion: Defined as the act of changing another person's opinions, attitudes, or behaviors through communication.
Opinion: Individual beliefs about what is true, primarily cognitive in nature. Opinions can change when presented with compelling evidence, but emotional ties may prevent change.
Peripheral Route to Persuasion: Involves responding to simple cues rather than analyzing arguments deeply. This route relies on emotional and irrelevant factors, such as fear or attractiveness.
Reactance Theory: Individuals may resist coercive persuasion attempts, often leading to stronger motivation to assert their freedom, particularly in response to blatant coercion.
Self-Esteem: Influences reactions to persuasive messages. High self-esteem individuals often respond immediately to strong fear messages, while low self-esteem individuals may act later.
Trustworthiness: Essential for effective persuasion; perceived credibility can be influenced by bias, as seen with different reactions to engineers of different races based on trust.
Media Focus: News often emphasizes sensational, destructive behavior to attract viewers, adhering to the principle that "if it bleeds, it leads."
Availability Heuristics: Coverage distorts public perception of violence and disaster, leading to overestimations based on frequent media reporting.
Teenage Suicide: Increased media coverage of suicides, especially by celebrities, can lead to spikes in suicides among teenagers; glamorization of suicide in media exacerbates this issue.
Intentional Persuasion: Children are easily influenced by well-crafted commercials, often requesting advertised products.
Commercials and Skepticism: Public skepticism increases with age regarding the truthfulness of advertisements.
Familiarity: Repeated exposure to faces and products increases preferences; individuals opt for familiar brands when making choices.
High Emotion Commercials: Campaigns that provoke strong emotions are effective in eliciting response. Fear in political ads can sway voters significantly.
Emotional Appeals in Politics: Successful candidates tend to trigger strong emotions rather than relying solely on factual rebuttals.
Automatic Thinking: Most individuals engage in automatic, less critical thinking unless deeply engaged or knowledgeable about an issue.
Misleading Cues: Effective persuasion often lies in emotional resonance rather than logical arguments alone, as demonstrated in notable trials.
Rhyme's Power: Rhymes can enhance persuasion; statements that rhyme are often perceived as more truthful.
Effective Persuasion Strategy: Understanding the audience's knowledge level and emotional stake in an issue helps tailor persuasive approaches.
Endurance of Persuasion: Messages leading to systematic processing are more likely to have lasting effects than those relying on peripheral cues.
Factors in Effective Communication: Three critical elements include the communicator's credibility, the method of communication, and the audience's characteristics.
Building Trustworthiness: Arguing against one’s self-interest and presenting oneself as non-persuasive can enhance perceived credibility.
Self-Interest in Trust: When individuals appear to have nothing to gain by persuading, they are seen as more trustworthy, reinforcing the effectiveness of their arguments.### Influence of Communication
Sharing information through unauthorized devices increases its value, as seen in a restaurant scenario.
Communicators who are less intent on persuasion can unintentionally hold more sway over their audience.

Trust and Confidence in Communication

Confidence in a speaker's statements often correlates with perceived trustworthiness.
Audiences tend to favor speakers who express certainty over those who appear uncertain or hesitant.
Confidence is commonly interpreted as a sign of expertise and truthfulness in communication.

Trustworthiness of Experts

Individuals viewed as trustworthy and expert typically exhibit certain characteristics:
- They advocate for positions that may go against their personal interests, indicating authenticity.
- They appear to provide information without the intent to sway public opinion or influence decisions.
- They possess an appealing presence that enhances their credibility.
- They display assurance in their claims, reinforcing their perceived reliability.

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Explore the nuances of mass communication, propaganda, and persuasion in Social Psychology Chapter 5. This quiz provides flashcards that delve into how appeals to identity can influence behavior and decision-making. Uncover the psychological strategies behind persuasive messaging.