contemporary culture presents us with a complex web of influences, many of which we cannot ignore an

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contemporary culture presents us with a complex
web of influences, many of which we cannot ignore
and many of which we do not consciously choose
(p. 5, PMA)
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Q Why is it significant that text on persuasion
begins with a discussion of MEDIA?
A Because different types of media condition
different modes of persuasion
I.E. Diff.. kinds of experience Diff. ways of
understanding
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for example
Born in Saudi Arabia to a Yemeni family, Bin
Laden left Saudi Arabia in 1979 to fight against
the Soviet invasion of Afghanistan.
is different than
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Born in Saudi Arabia to a Yemeni family, Bin
Laden left Saudi Arabia in 1979 to fight against
the Soviet invasion of Afghanistan.
is different than
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Walter Ong Orality and Literacy
Orality (Spoken word) Literacy (Written word)
aural visual impermanence permanence fl
uid fixed
rhythmic ordered subjective
objective inaccurate quantifying
resonant abstract
time space
present timeless
participatory detached communal i
ndividual
consciousness follows..
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McLuhan the medium is the message
A medium is NOT a neutral transport system for
information
A medium is NOT a neutral transport system for
information
A medium is NOT a neutral transport system for
information
A medium is NOT a neutral transport system for
information
The trip to class is different depending on
whether you walk, ride a bike, drive a car, fly,
jump, levitate, etc. etc.
Persuasion is typically NOT a reason-based process
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Town hall meeting
North Lauderdale (Fl.) held its quarterly town
hall meeting on February 19th at City Hall. The
meeting included various departments handing out
information about upcoming projects, a
presentation by Commissioners and City staff and
refreshments.
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Bush speaks to 4,000 displaced workers at a town
hall meeting in Orlando
time.com
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Persuasion in the electronic age
The vast majority of audience members are not
physically present, but are distant from the
event. If the speaker is savvy enough, however,
members of the distant audience can be made to
feel as if they are part of the studio audience
(p. 9, PMA)
1858
2000
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Borchers definition of persuasion
persuasion the coproduction of meaning that
results when an individual or a group of
individuals uses language strategies and/or
visual images to make audiences identify with
that individual or group (p. 15, PMA)
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NOT
X
Y
BUT
persuasion/identification
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4 important components of Borchers definition
1. coproduction persuasion is a two-way street
all persuasion involves some degree of self
persuasion
2. meaning (attitude, not necessarily action)
persuasion does not always imply a change in
behavior
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3. language strategies and/or visual images
terministic and visual choices position a person
to experience the world in a different way
persuasion is a matter of positioning, not
substitution. Ex. town meeting (not always
strategic)
4. identification persuasion not only you
should do this but smart people are doing
this when viewing a tv ad, you not only think
I will buy this because I am like the person in
the ad but I will buy this because I want to be
like the person in the ad
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Example Truck from Doug Gross website
http//www.douggross.com/6030/videos/TruckVilsack1
.mpeg
coproduction
framed by a question where did all our money go?
meaning
no explicit call to action question calls for
answer and corresponding attitude
language use/visual images
moving truck, image of gov. with money bags,
school children, blue-collar workers, cow, banjo,
can you think of anything?
identification
identify with the attitude that public officials
should be accountable for spending tax money
images of real people
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To review
1. Media are not neutral they position/persuade
people towards particular ways of being in the
world medium is the (a) message
2. Different media require different modes of
understanding
3. Ice-berg approach to persuasion 90 of it
occurs under the surface and BEFORE a choice is
made
4. Borchers definition of persuasion (and key
components)