The Dynamics of Persuasion: Communication and Attitudes in the 21st Century (Routledge Communication Series) - Softcover

Perloff, Richard M.

Softcover

ISBN 10: 0805813772 ISBN 13: 9780805813777

Publisher: Routledge, 1993

Synopsis

Persuasion is one of the oldest fields of academic study -- it dates back thousands of years. In our own era, persuasion has been studied primarily by means of the theories and methods of social science research. Numerous scholars have made contributions to our knowledge of persuasion, and the field has generated a wealth of intriguing concepts and an impressive body of knowledge on persuasion processes and effects. Persuasion is not simply a science, however -- it is also an art. Today there is a burgeoning persuasion industry that includes advertising, sales, public relations, political consulting firms, and a host of private and public companies that seek to change attitudes and influence social behaviors.

USE SECOND PARAGRAPH ONLY FOR GENERAL CATALOGS... Written to enhance students' understanding of persuasion theory and its applications to everyday situations, this book presents an up-to-date review of persuasion theory and research. Attempting to show students how these theories can deepen our understanding of how persuasion is practiced in a variety of real-life situations, it is designed as a text for undergraduate students who wish to know more about concepts of "attitude" and "persuasion," as well as introducing graduate students to theory and research in the field of persuasion. With a broad look at persuasion research, this volume examines psychological approaches to persuasion, interpersonal communication theories, and the interface between persuasion and mass communication, in particular mass media information campaigns. It examines research on cognitive processing of persuasive messages, compliance-gaining in interpersonal contexts, and the effects of large-scale health communication campaigns.

About this title

From the Back Cover:

This completely revised second edition of the best-selling text presents an up-to-date, comprehensive introduction to persuasive communication and attitude change. Employing the same organizational strategy he used in the first edition but offering more applications and fresh examples, Richard Perloff systematically explores the impact of persuasive communications on attitudes toward a host of topics spanning health, politics, and racial prejudice.

This text will:
*enhance students' understanding of persuasion theories and research;
*introduce readers to the social science perspective on persuasion;
*expose students to major issues discussed in the field of persuasion research;
*help students appreciate complexities and subtleties in the dynamics of everyday persuasion; and
*raise consciousness about the ethics of contemporary persuasion.

Part I introduces students to the ubiquity of persuasion, how it is defined and differentiated from related terms, and the meaning of core concepts like attitude, belief, and value. Perloff combines a discussion of major concepts, such as balance theory, accessibility, and the theory of reasoned action with application of these concepts to numerous situations in everyday life, including the Clinton-Lewinsky scandal, body art, religion, abortion, and AIDS prevention.

Part II of the book explores communication and attitude change. Contemporary theories, such as the Elaboration Likelihood Model, the Extended Parallel Process Model, and Cognitive Dissonance Theory are discussed in detail. Students and professors will find an up-to-date discussion of research generated by these theories, coupled with criticisms of theoretical perspectives.

Part III of the book examines advertising and communication campaigns. After introducing students to advertising--using well-known advertising slogans and motifs--Perloff debunks subliminal advertising and describes major theories of advertising effects.

Written for the upper-undergraduate level, The Dynamics of Persuasion is appropriate for courses in the social sciences, notably communication, speech, journalism, psychology, marketing, and sociology.

About the Author:

Richard Perloff is a nationally recognized scholar in the science of persuasion and the first Director of the School of Communication at Cleveland State University. In his tenure at Cleveland State he also served as Communication Research Center director and Chair of the Department of Communication. Dr. Perloff works in several communication areas including: persuasion, news media, and health communication.

In 2004, he was named a Fellow of the Midwest Association of Public Opinion Research and was president of the organization in 1995. During elections he is often on radio and television as a guest commentator.

He is also the author of the LEA books Persuading People To Have Safer Sex: Applications of Social Science To the Aids Crisis (11/00), which has sold 304 cloth and 918 paper copies, and Political Communication: Politics, Press, and Public in America (1/98), which has sold 239 cloth and 1,552 paper copies.

About this edition

• Publisher: Routledge
• Publication date: 1993
• ISBN 10: 0805813772
• ISBN 13: 9780805813777
• Binding: Paperback
• Edition number: 1
• Number of pages: 424