COURSE SYLLABUS
Dr. Orr's Persuasion Com 403 Spring 1997


BOOKS: R.B. Cialdini, INFLUENCE (New York: Quill), 1984.
G.T. Fairhurst and R. A. Sarr, THE ART OF FRAMING (San Francisco: Jossey-Bass), 1996.

OBJECTIVES:

  1. To Analyze key elements in the communication process of persuasion.
  2. To understand the leading theories of persuasive influence.
  3. To examine influence attemps in contemporary society as they are exhitited in politics, psychotherapy, religion, and business.
  4. To practive persuasive performances, such as, speeches, interviews, and negotiations.
  5. To improve as a successful, ethical, and wise influcence participants in society.

COURSE OUTLINE


INTRODUCTION: LABORATORY EXPERIENCES IN PERSUASION THEORIES OF PERSUASIVE INFLUENCE

A. PERSUASION AS POWER

1. Six sources of social power
a. Coercive power
b. Reward power
c. Referent power
d. Legitimate power
1. Impersonal legitimacy
2. Personalized legitimacy, or reciprocity
e Expert power
f. Information power.
2. Power and the Power holder
a. Kipnis on corrupting power
b. Power and automatic responses
c. Power and self management

B. PERSUASION AND DISSONANCE THEORIES


1. Dissonance model A.
2. Dissonance model B.
3. Challenges and revisions of dissonance theory

C. PERSUASION AS EVOCATION


D. PERSUASION AND SCARCITY THEORY


E. PERSUASION AS THEORIES OF SYMBOLISM

1. Constructionism
a. The principle of subjectivity
b. The principle of symbolization
c. The principle of power
d. The principle of consensual validation
2. Symbolic Strategies
a. Framing
b. Nuance
c. Dramatization
d. God terms and devil terms (Spin)
e. Figures of speech: anaphora, anithesis, parallelism, metaphor, metonomy, syndecdoche, and oxymoron.
f. Storeis, archetypes, and folktales
g. Non-discursive symbols
h. Language intensity
i. Language immediacy
j. Visionary leadership
3. Strategies of identification
a. Edging
b. Abstraction and common ground
c. Confirmation
d. Victimization
e. Entrainment
d. Collaboration

II. APPLICATIONS OF PERSUASIVE THEORIES

A. Analyzing persuasive events

1. Modes of analysis.
2. A case analysis of persuasion and healing.
a. Research on the placebo effect
b. Modes of inducing belief in healing
(1) Managing the surround
(2) Gaining initial commitments
(3) Establishing power
(4) Demolition
(5) Guilt and fear appeals
(6) Abreaction
(7) Social proof
(8) Language manipulation
(9) Entering a new social reality and telling others
c. Evaluating help for de-moralization: a rhetorical perspective

B. Practicing the art of persuasion


1. The case of meeting the press
2. The press conference as news and persuasion
3. The art of bridging or "scoring on defense"
4. Priming
5. Questions to handle with care
6. The press interview versus the employment interview

B. Priming as a lifetime education



THE BASIS FOR GRADING:


GRADE DISTRIBUTION:


GROUND RULES:


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