Paperback

Persuasion

Messages, Receivers, and Contexts

William Rogers

Persuasion: Messages, Receivers, and Contexts covers key topics—such as ethics and deception, audience analysis, nonverbal communication, and culture—and shows students how to develop critical skills as senders and receivers of persuasive messages. The text presents contemporary research in an accessible and engaging format for students, while also encouraging them to apply persuasion principles and theories to real-world case studies like campaigns and news coverage. Students are also guided to develop skills in public speaking, debate, courtroom communication, interpersonal communication, and more.

Persuasion features extended discussions of propaganda, political persuasion, advertising, and sender/receiver skills development. The text covers research findings on persuasive effects and theories including theories of behavior and behavioral intention, consistency, elaboration likelihood, dramatism, classical rhetoric, visual rhetoric, and mass communication.

Filled with practical guidelines for creating and analyzing persuasive messages, Persuasion is an ideal primary text for courses in persuasion, persuasion and propaganda, and persuasion and rhetoric.

Rowman & Littlefield Publishers

Pages: 432 • Trim: 7¾ x 9⅜

978-0-7425-3674-6 • Paperback • October 2006 • $83.00 • (£64.00)

Subjects: Social Science / Media Studies

Persuasion

Messages, Receivers, and Contexts

Paperback

Summary

Persuasion: Messages, Receivers, and Contexts covers key topics—such as ethics and deception, audience analysis, nonverbal communication, and culture—and shows students how to develop critical skills as senders and receivers of persuasive messages. The text presents contemporary research in an accessible and engaging format for students, while also encouraging them to apply persuasion principles and theories to real-world case studies like campaigns and news coverage. Students are also guided to develop skills in public speaking, debate, courtroom communication, interpersonal communication, and more.

Persuasion features extended discussions of propaganda, political persuasion, advertising, and sender/receiver skills development. The text covers research findings on persuasive effects and theories including theories of behavior and behavioral intention, consistency, elaboration likelihood, dramatism, classical rhetoric, visual rhetoric, and mass communication.

Filled with practical guidelines for creating and analyzing persuasive messages, Persuasion is an ideal primary text for courses in persuasion, persuasion and propaganda, and persuasion and rhetoric.

Details

Rowman & Littlefield Publishers

Pages: 432 • Trim: 7¾ x 9⅜

978-0-7425-3674-6 • Paperback • October 2006 • $83.00 • (£64.00)

Subjects: Social Science / Media Studies

Author

William Rogers is adjunct assistant professor in the Department of Media Studies at Queens College, CUNY, and in the Department of Speech Communication and Theatre Arts at Queensborough Community College, CUNY.

Table of Contents

Part I: Messages and Influence
Chapter 1 Introduction
Chapter 2 Language and Communication
Chapter 3 Persuasive Messages
Chapter 4 Propaganda
Chapter 5 Argumentation
Chapter 6 Ethics and Deception

Part II: Receivers and Research
Chapter 7 Understanding Audiences and Cultures
Chapter 8 Needs, Emotions, Motivations, and Vulnerabilities
Chapter 9 Empirical Theories of Persuasion
Chapter 10 Empirical Persuasion Research

Part III: Contexts and Skills
Chapter 11 Verbal and Visual Rhetorical Theories
Chapter 12 Persuasion and Politics
Chapter 13 Campaigns, Counterpublics, Movements, and Cults
Chapter 14 The Media Influence: Advertising, News, Entertainment
Chapter 15 Skills for Senders
Chapter 16 Skills for Receivers

Selected Bibliography

Index

Reviews

Rogers's text is quite comprehensive; it is well organized and well focused, reflecting the time and energy spent on compiling the various sources. The text takes students through a step-by-step process that they will find helpful.
— Joe Wilferth, University of Tennessee at Chattanooga

This text has a number of strengths that will make it attractive and useful to instructors. The book's wide variety of well-chosen examples will resonate with many readers, and by combining traditional theories and perspectives with up-to-date research, it provides a very progressive outlook. Rogers's conversational tone is also extremely accessible.
— James J. Kimble, Seton Hall University; author, Mobilizing the Home Front: War Bonds and Domestic Propaganda

Features

—Three part organization: (1) Messages and Influence, (2) Receivers and Research, and (3) Contexts and Skills.

—Consistent Pedagogy: Each chapter begins with a list of learning objectives and ends with a "Chapter in Retrospect" section containing brief summaries, key terms, review questions, suggested projects and activities, and further questions for discussion and analysis.

—Real world examples: Many chapters include vignettes—everyday examples of persuasionthat are "unpacked" to illustrate the concepts of the chapter.

—Visual models: diagrams, tables, boxes, and other illustrations throughout the text encourage and support visual learning styles.

—Coverage of empirical theories: learning, social learning, balance, cognitive dissonance, reasoned action, planned behavior, and elaboration likelihood theories.

—Coverage of rhetorical approaches such as Burke's dramatistic theory, Aristotle's classical theory, Goffman's dramatistic theory,and theories of visual rhetoric.

—Includes mass communication theories such as uses and gratifications, dependency, and cultivation theories.

—Separate chapters on Propaganda and Political Persuasion.

Persuasion

Messages, Receivers, and Contexts

William Rogers

Persuasion

Messages, Receivers, and Contexts

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