Reading Notes Ch.9 Comm 2322

Public Opinion and Persuasion

This chapter opened up talking about three different types of leaders they were:

  1. Formal opinion leaderselected officials, presidents of companies or heads of membership groups.
  2. Power leaderspeople in formal leadership positions.
  3. 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

  1. Audience analysis
  2. Source credibility
  3. Appeal to self-interest
  4. Clarity of message
  5. Timing and context
  6. Audience participation
  7. Suggestions for actions
  8. Content and structure of messages
  9. Persuasive speaking
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