Reading Notes Ch.9 Comm 2322
Public Opinion and Persuasion
This chapter opened up talking about three different types of leaders they were:
- Formal opinion leaders – elected officials, presidents of companies or heads of membership groups.
- Power leaders – people in formal leadership positions.
- Informal opinion leaders – those who have clout with peers because of some special characteristic. Exert peer pressure for others to go along with it.
Uses of Persuasion
- Change or neutralize hostile opinions.
- Crystallize latent opinions and positive attitudes.
- Conserve favorable opinions.
Factors in Persuasive Communications
- Audience analysis
- Source credibility
- Appeal to self-interest
- Clarity of message
- Timing and context
- Audience participation
- Suggestions for actions
- Content and structure of messages
- Persuasive speaking