Course Description
The impact of persuasive communication is studied with emphasis on source, message, medium of presentation, and audience effects. Theoretical approaches to persuasion and persuasive communication.
Athena Title
Persuasion
Prerequisite
(COMM 1110 or COMM 1500 or COMM 1500E or COMM 1300) and COMM 3700
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Course Objectives
This is an advanced level course in persuasion. The specific objectives of the course are for the students to (1) have a working knowledge of selected theories of persuasion; (2) be able to demonstrate knowledge of the substance and sequencing of each of the steps in a persuasion campaign; (3) have analyzed multiple messages from the perspective of one or more theories; (4) have crafted a message utilizing principles from one or more of the theories; and (5) become a more critical consumer of persuasive messages and persuasive campaigns. Papers and exams will allow students to apply their learning.
Topical Outline
Week 1 Introduction to persuasion and communication modes Week 2: The campaign: Targets, goals & type of change Week 3: Audience analysis & message strategies Week 4: Message channels & recipient factors Week 5: Formative research: Interviews & focus groups Week 6: Cognitive response theory Week 7: Dual process theories Week 8: Credibility & Acceptability Week 9: The attitude-behavior relationship Week 10:Theory of attitude, Theory of reasoned action Week 11:Theory of planned behavior & extension Week 12:Cognitive dissonance theory & evaluative research Week 13:Message irrelevant affect & Emotional appeals Week 14:Resistance to persuasion Week 15:Language features & persuasion Week 16:Interpersonal influence
Syllabus