Explaining the persuasive effects of media

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  • Explaining the persuasive effects of media.
    • The Hovland Yale Model - Carl Hovland.
      • There are 3 factors that influence attitude change.
        • Source - Experts are more effective because they are credible. Popular or attractive models are more affective than non popular or attractive models (Petty & Cacioppo).
        • Message - More effective if we think that they dont intend to persuade.Can be more effective if they create a moderate level of fear.
        • Audience - Low and high intelligence individuals are more easily persuaded than moderate level. With intelligent audiences its better to present both sides of the argument.
      • Evaluation
        • Hume 1992 - celeb endorsement doesnt significantly increase the persuasive content.
        • Fear appeals do work - 2008 Australian Government meth campaing.
          • 78% of 13 to 24 year olds said it changed the way they thought about drugs.
        • Gender bias - research suggests women are more susceptible.
          • Eagly & Carli explained this through socialisation difference.
    • The elaboration likelihood model - Petty Cacioppo 1981
      • Message central route
        • The audience is motivated to think about the message.
          • They focus on the quality of the arguments.
            • They have a lasting attitude change.
      • Message Peripheral route.
        • Audience is not motivated to think about the message.
          • They focus on peripheral factors.
            • They have a temp attitude change.

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