The Hovland Yale model of persuasion (AO1 describe)

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Media psychology
The Hovland Yale model of persuasion (describe)
According to this model the media can influence and hence persuade us by first grabbing our
attention, which leads to us trying to understand the message presented
(comprehension), which leads to us accepting this message as true and therefore
changing our attitudes and behaviour. However, more is needed than these three stages to
influence someone as most people also respond to several factors these are:
The source (the person seeking to persuade)- experts are more effective
because they are more credible than non experts. Popular and attractive sources are
more effective than unpopular and unattractive sources
The message (the content of the message presented)- a two sided balanced
argument can be more effective. A message can be more effective if it creates a
moderate level of fear. Repeated exposure to the message can lead to attitude
The audience (to whom the message is conveyed)- low and high intelligence
audiences are less easily persuaded than those with moderate intelligence. The mood
of the audience can influence their openness to attitude change.


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