In his lecture Process Models of Persuasion professor Roloff presents a variety of persuasion models which are characterized as step-by-step processes effective for influencing changes in behavior for target audiences. This lecture also presents a theory for preventing people from being persuaded known as inoculation theory. Inoculation theory stipulates that if you are going to prevent people from being persuaded you have to present people with the counter arguments, they are likely to hear and provide them with practice defending what they believe against these counter arguments.
At the time of this course lecture, congress was beginning what will be remembered as Donald Trump’s first impeachment hearing and democratic senators were using this tactic, specifically a refutational approach to inoculation. In their opening statements senators gave examples of arguments their opponents were likely to give or known to give and provided specific reasons for why these arguments were false or misleading, refuting the arguments before they happen. When used effectively, properly inoculated target audiences are more resistant to change attempts because they are prepared to make counter arguments without giving much thought to it. Their resistance is bolstered by the strength and self-efficacy installed in them through practice arguments and inoculation techniques.
LO 2: Demonstrate the ability to assess complex organization environments and achieve communication goals.
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