The Dynamics of Persuasion: Communication and Attitudes in the 21st Century (Routledge Communication Series) - Softcover

Perloff, Richard M.

Softcover

ISBN 10: 0805813772 ISBN 13: 9780805813777

Publisher: Routledge, 1993

Synopsis

Persuasion is one of the oldest fields of academic study -- it dates back thousands of years. In our own era, persuasion has been studied primarily by means of the theories and methods of social science research. Numerous scholars have made contributions to our knowledge of persuasion, and the field has generated a wealth of intriguing concepts and an impressive body of knowledge on persuasion processes and effects. Persuasion is not simply a science, however -- it is also an art. Today there is a burgeoning persuasion industry that includes advertising, sales, public relations, political consulting firms, and a host of private and public companies that seek to change attitudes and influence social behaviors.

USE SECOND PARAGRAPH ONLY FOR GENERAL CATALOGS... Written to enhance students' understanding of persuasion theory and its applications to everyday situations, this book presents an up-to-date review of persuasion theory and research. Attempting to show students how these theories can deepen our understanding of how persuasion is practiced in a variety of real-life situations, it is designed as a text for undergraduate students who wish to know more about concepts of "attitude" and "persuasion," as well as introducing graduate students to theory and research in the field of persuasion. With a broad look at persuasion research, this volume examines psychological approaches to persuasion, interpersonal communication theories, and the interface between persuasion and mass communication, in particular mass media information campaigns. It examines research on cognitive processing of persuasive messages, compliance-gaining in interpersonal contexts, and the effects of large-scale health communication campaigns.

About this title

About the Author

Richard Perloff is a nationally recognized scholar in the science of persuasion and the first Director of the School of Communication at Cleveland State University. In his tenure at Cleveland State he also served as Communication Research Center director and Chair of the Department of Communication. Dr. Perloff works in several communication areas including: persuasion, news media, and health communication.

In 2004, he was named a Fellow of the Midwest Association of Public Opinion Research and was president of the organization in 1995. During elections he is often on radio and television as a guest commentator.

He is also the author of the LEA books Persuading People To Have Safer Sex: Applications of Social Science To the Aids Crisis (11/00), which has sold 304 cloth and 918 paper copies, and Political Communication: Politics, Press, and Public in America (1/98), which has sold 239 cloth and 1,552 paper copies.

Edition details

• Publisher: Routledge
• Publication date: 1993
• Language: English
• ISBN 10: 0805813772
• ISBN 13: 9780805813777
• Binding: Paperback
• Edition number: 1
• Number of pages: 424