Answer to Question #220170 in English for Kamogelo Moloko

Question

Using relevant examples, define and describe the Persuasion Theory.

Answer 1

Persuasion theory is a mass communication theory that deals with messages aimed at subtly changing the attitudes of receivers created by a psychologist at Yale University named Carl I. Hovland.

Persuasion is a process by which people use messages to influence others while persuasion typically uses information, the emphasis in a persuasive message is on influencing the receiver rather than merely providing information and letting the receiver make up his/her own mind. Persuasion attempts to change minds or get people to act.

Example

A person who does not believe that the death penalty deters crime will not favor capital punishment as a way to make the neighborhood safer. For individuals who value the preservation of life in all circumstances, a belief that capital punishment deters crime is not likely to produce a favorable attitude toward the death penalty. The rational model can be used to help design persuasive messages. The first step requires the speaker to analyze the audience in order to determine their beliefs, values, motives and attitudes on the chosen topic. Using the case above let's imagine that the persuader knows his audience favors capital punishment because of their belief that it deters crime, their motive of wanting to be safe and their value that a crime-free community is a good thing. If the speaker's purpose is to get this audience to change attitude and oppose the death penalty, s/he has two ways to proceed: a) attempt to change belief by showing that the death penalty does not deter crime, or b) alter the value or motive that audience members attach to their belief .