MEDIA and PERSUASIVE WRITING

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MEDIA and PERSUASIVE WRITING
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Defining media

• Traditional definition focuses on messages that
  originate from some institutional sources, travel
  through some channel and reach a large anonymous
  audience.
• Current environment, previously constrained by
  cost, individuals can now offer messages
  inexpensively thru Internet.

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Components of the media

• Media sources - the specific person or groups of
  people who produces messages for audiences.
• Media channel- the means used to transmit a
  message, including spoken words, print, TV, or
  Internet.
• Media content- the programming carried by a media
  channel and produced by a media source or
  organization.

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Components of the media

• News media- a specific type of media organization
  that is concerned with reporting on the state of
  current events.
• News- the content produced by news media.
• Media audience- the group of people who can
  potentially receive media content.
• Media- the web of message transmission.

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Sensory experience of media

• 1. Visual symbols
• 2. Music and auditory symbols.
• 3. Subliminal persuasion

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NEWSPAPERits contribution to the persuasion
process.

• 1. Use of wire services has shaped newspaper
  coverage.Strong agenda-setting by them.
• 2. Consolidation of ownership. Sacrifices news
  quality and sensationalize the news for profit.
• 3. Widespread presence of newspaper on the
  Internet. So audiences are becoming larger and
  heterogeneous. Speed of transmission.

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RADIO contribution to the persuasion process

• Talk radio, Internet radio, satellite radio.
• TALK RADIO
• - fosters a sense of community for its listeners
  and gives them an opportunity to say what they
  have in their mind.

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TV contribution to the persuasion process

• 1. Technological advances.
• Persuaders have more opportunity now to reach
  narrowly defined audiences.
• Eg color, cable, video cassettes, direct-
  broadcast satellite systems.

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TV contribution to the persuasion process

• 2. Cognitive effects.
• TV has changed the way we view time and space.
• TV has changed the way we process information

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TV contribution to the persuasion process

• 3. Social Influence
• TV has become the most constant learning
  environment. It mirrors and leads society.
• TV has forced persuaders to use a style
  appropriate to it.

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INTERNET contribution to the persuasion process

• 1. Can communicate instantly.Can even see the
  person. Exposed to others culture. Outcome-
  society becomes fractured, persuaders must adapt
  their traditional methods.
• 2. Gives more control over information-processing.
  Use hyperlinks- skip

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INTERNET contribution to the persuasion process

• 3. Internet technology allows interactivity.
  Persuasive message sources has the ability to
  hear and respond to their users. (e-mail talk
  hosts log on our votes on surveys)
• 4. Persuaders are able to target specific
  audiences.

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Convergence of Media

• The integration of voice, video and data
  technologies.
• Different media sources are combined into a vast
  network.
• TV radio networks broadcast on the Net,
  newspaper and magazine are online.

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Impact of convergence media

1. Allows users immediate access to vast libraries
   of information
2. Allows mass customization.
3. Emphasizes the symbolic, mediated nature of the
   environment.