A basic explanation of the concept and theories of persuasion. Designed for journalism editorial writers

1. Editorial
Writing
J4420/7420 Missouri School of Journalism
Persuasion
Opinion that moves opinion
Clyde Bentley, Ph.D., University of Missouri School of Journalism

2. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Fact of life:
Persuasion is now the great common
denominator
/P

3. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Natural persuasion
We use principles of persuasion everyday, either as
receivers or deliverers of persuasive messages.
3

4. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Habits, Values, Beliefs
• Habits: behaviors, unconscious, hard to
verbalize
• Values: overarching goals
• Beliefs: subjective information about actions or
belief

5. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Attitudes and Opinions
• Attitudes: Learned, enduring, emotional
evaluation that exerts a directive impact on
social behavior
• Opinions: Cognitive
judgment, focused. May be
supported by observations.

6. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Classical Definitions of Persuasion
Rhetoric:
The legacy of early democracy
Ethos: An appeal to the authority or credibility of
the presenter. I am qualified
Pathos: Appeal to the audiences emotions.
Metaphors, similes, passionate delivery
Logos: A logical appeal. The facts support the claim.

7. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Enthymeme
"Socrates is mortal because he's
human.”
Formal syllogism:
• All humans are mortal. (major premise
- assumed)
• Socrates is human. (minor premise -
stated)
• Therefore, Socrates is mortal.
7
An informally stated three-part
deductive argument (syllogism).
Not quite air tight.

8. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Greek Persuasion by the Numbers
Cicero’s five elements of persuasive
speaking:
1.Evidence
2.Organization
3.Styling
4.Memorizing
5.Delivering
8

9. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Three Flavors of Persuasion
• Influence – The kinds of things and ways that
alter a person's attitude or behaviors.
• Coercion – Uses some level of force—physical
or psychological—to gain compliance.
• Propaganda – Uses some level of
psychological pushing that convinces the
population to believe, or act in accord with the
sources’ suggestions.

10. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Narrative Theories
Based on premise that human beings are
instinctually the tellers of stories.
Writer presents facts and
opinions to get the reader
to understand why
something is right, wrong
or somewhere in between.

11. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Priming
• Either introduces new things or brings old
thoughts close to the surface of the
subconscious, making them more accessible.
• Priming has a limited effect as the thoughts
fade back to the deeper subconscious.
Typically, primed ideas are effective for around
24 hours.

12. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Framing:
Using facts, observations or habits
to give perspective to a situation.
Example – A vacation to the
mountains:
Mr. A – a chance for exercise
Ms. B – a chance to read in peace
Mrs. C – relief from boredom

13. Editorial
Writing
J4420/7420 Missouri School of Journalism
Get serious about PERSUASION
In theory, at least

14. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Ultimate terms (red flag words)
• God terms carry blessings, demand sacrifice
and obedience. E.g. progress, value.
• Devil terms are reviled and evoke disgust.
E.g. fascist, pedophile.
• Charismatic Terms are not like God and
Devil terms, which are associated with
observable things. These terms are more
intangible.(freedom, contribution, etc.)

15. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
The Elaboration Likelihood Model (ELM)
Central information processing route
• Reflective, takes mental effort
Peripheral information processing route
• Reflexive, mental shortcuts

16. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
SMCR Model of Persuasion
• A source (S) (or persuader), who or which is
the encoder of the message,
• A message (M), which is meant to convey the
source's meaning through any of the codes,
• A channel (C), which carries the message and
which might have distracting noise, and
• A receiver (R), who decodes the message,
trying to sift out channel noise and adding his
or her own interpretation.

17. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Theory of Reasoned Action
• Persuasion is primarily passed on the central
processing channel of the ELM.
• People are rational decision makers
• People make use of the information given to
them.
17

18. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Cognitive Dissonance
Assumption: Humans are
consistent . Produce tension
via two conflicting thoughts
at the same time.
Relieve by:
•Change behavior.
•Justify behavior by
changing the conflicting
cognition.
•Justify behavior by
adding new cognitions.

19. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Information manipulation
In order to persuade or deceive, a person deliberately
breaks one of the four conversational maxims:
•Quantity: Information given will be full (as per
expected by the listener) and without omission.
•Quality: information given will be truthful and correct.
•Relation: information will be relevant to the subject
matter of the conversation in hand.
•Manner: things will be presented in a way that enables
others to understand and with aligned non-verbal
language.
19

20. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Amplification strategy
• Displaying certainty about an attitude when
talking with another person will act to increase
and harden that attitude.
• When the attitude displayed is more uncertain,
then it will act to soften the attitude.
• Using an emotional attack on a cognitive
attitude will increase resistance
20

21. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Amplification – more strategies
• A cognitive attack is more effective.
• To persuade another person, align your
projected attitude with theirs. If you are non-
aligned you will only act to create resistance.
• To put off a persuader, mis-match their
attitudes. When they are logical, be emotional,
and vice versa.
21

22. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Persuasion knowledge
model
Persuasion is more
effective when
people on both
sides know
something about
each other and the
topic.
22

23. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Reciprocity Norm
We fill obliged to return
favors
23
Scarcity
Principle
We want what is of
limited availability.

24. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Door In The Face (DITF)
Cause rejection then make real
offer. (Start high and go lower)
Foot In The Door (FITD)
Make small offer then increase. (Start
low and then go higher)

25. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Forced Compliance:
Obligation to obey. People will
comply with perceived authority.
Sleeper Effect:
Persuasive messages increase
effectiveness over time.

26. Persuasion: Opinion that moves Opinion
Clyde
Bentley,
Ph.D.
Univ. of
Missouri
Sapir-Whorf Hypothesis
The language we use creates the reality that we
believe.