Download CSK 2205: COMMUNICATION FOR PERSUASION AND SOCIAL

CSK 2205: COMMUNICATION FOR PERSUASION AND SOCIAL INFLUENCE
Course description
This course examines the capability of communication media to persuade and the basic processes
involved both cognitive and social psychological theories of influence, attitude change and
persuasion are examined in detail and in connection with a variety of persuasive phenomena
including advertising media campaigns and propaganda. Conditions that facilitate or impede the
persuasive effects of communication are investigated as are the ethical implications of employing
communication media to influence audiences.
This course also tackles how to create a persuasive message, whether it is a press release, speech,
advertisement, or letter. The primary goal of this course is to examine major theoretical
perspectives and empirical evidence about what makes messages persuasive. Topics covered
include source characteristics such as expertise, trustworthiness, and likeability; the use of
emotions such as fear and humour; and the sequencing of messages for maximum impact. The
course explores how psychological theories about consistency, conformity, and reciprocity help
one understand what is persuasive and why.
Course Objectives
This course prepares students to
i. Be able to understand a range of theoretical and empirical issues in the study of practice
of communication for persuasion.
ii. Critically evaluate and apply communication for purposes of persuasion and social
influence
Content
- Introduction
- Persuasion and the concept of attribute
- The attitude-behaviour relationship
- Source factors affecting persuasion
- Message factors affecting persuasion
- Receiver factors affecting persuasion
- Theories of Persuasion
- Consistency theories
- Learning theories
- Theory of reasoned Action/Planned Behaviour
- Social Judgement theory
- Elaboration likelihood model
- Persuasion in Political the context
- Persuasion Context Health Context
Learning Outcomes:
By the end of the course students should be able to:
1. Know how persuasion and communication works
2. Apply persuasion as a tool of effective communication
3. Determine means for persuading and influencing others
Course assessment:
Coursework= 30%
Final Comprehensive Examination = 70%
Instruction methods:
 Lectures
 Case Studies
 Group Discussion and Class Presentations
 Activity Research Work
References
1. O’Keefe, D.J. (2002), Persuasion: Theory and Research (2nd Edition) Thousand Oaks,
CA: Sage
2. Kim, M-S & Hunter, J.E (1993). Relationships among attributes, behavioural intentions
and behaviour; A Meta-analysis of past research, Part 2 Communication Research
3. Gass, R. H., & Seiter, J. S. (2011). Persuasion, social influence, and compliance gaining
(4th Ed.). Boston: Allyn & Bacon.
4. Rice, R. E., & Atkin, C. K. (Eds.) (2001). Public communication campaigns (3rd Ed.).
Thousand Oaks, CA: Sage Publications.
5. Stiff, J. B. (1994). Persuasive communication. New York: Guilford.
6. Rogers, W. (2007). Persuasion: Messages, receivers, and contexts, New York: Rowman
& Littlefield.