Prinsip-Prinsip Persuasi

Summary

In this session, Isma Dwi Fiani introduces the principles of persuasion, explaining that it is a form of communication aimed at influencing others. Persuasion involves two key parties: the persuader (sender) and the persuadee (receiver). The four principles of persuasive communication are discussed: 1) Selective exposure, where targets seek messages supporting their views. 2) Audience participation, emphasizing active involvement in communication. 3) Inoculation, where informed individuals are more resistant to persuasion. 4) The magnitude of change, addressing the scale of persuasion needed. The session outlines these principles to improve understanding and effectiveness in persuasive communication.

Takeaways

• 😀 Persuasion is a form of communication aimed at influencing and convincing others, with success measured by the ability to change trust and expectations.
• 😀 There are two parties in persuasive communication: the persuader (sender of the message) and the persuadee (target of the message).
• 😀 The four principles of persuasive communication are selective exposure, audience participation, inoculation, and magnitude of change.
• 😀 Selective exposure means persuasion targets tend to seek messages that align with their existing opinions, attitudes, and behaviors.
• 😀 People also avoid messages that contradict their existing beliefs, making selective exposure crucial in persuasive communication.
• 😀 The principle of audience participation emphasizes that the success of persuasion depends on the active involvement of the target audience in the communication process.
• 😀 It is important to engage the persuadee in various forms of activities to encourage active participation and improve persuasion outcomes.
• 😀 The inoculation principle suggests that targets who already have knowledge about a topic or the persuader's stance are more likely to prepare counterarguments.
• 😀 Persuasion is easier when the persuadee lacks prior knowledge or awareness of the persuader's position on a subject.
• 😀 The principle of magnitude of change suggests that the extent of change required (whether small or large) in a target's belief or behavior affects how persuasion occurs.

Q & A

What is the primary goal of persuasion?

The primary goal of persuasion is to influence and convince others, changing their trust and expectations through communication.

Who are the two parties involved in persuasive communication?

The two parties involved in persuasive communication are the sender of persuasive messages (the persuader) and the target who receives the message (the persuadee).

What does the principle of selective exposure state?

The principle of selective exposure states that persuasion targets tend to seek out messages that support their existing opinions, attitudes, and behaviors, while avoiding contradictory messages.

How does the principle of audience participation affect persuasive communication?

The principle of audience participation emphasizes that the success of persuasive communication depends on the active involvement of the persuadee in the communication process, through various activities.

What is the significance of the principle of inoculation in persuasion?

The principle of inoculation suggests that people who are already informed about something or aware of the persuader's position are more likely to prepare arguments against the persuasion attempt, making them harder to persuade.

What happens to someone who lacks information or awareness about a topic in the persuasion process?

Someone who lacks information or is unaware of the persuader’s position is generally easier to persuade, as they are more likely to accept new information without forming counter-arguments.

What are the four principles of persuasive communication discussed in the session?

The four principles of persuasive communication are: the principle of selective exposure, the principle of audience participation, the principle of inoculation, and the principle of the magnitude of change.

How does the principle of the magnitude of change relate to persuasion?

Although the principle of the magnitude of change is mentioned, the script doesn't provide detailed explanation, but it likely refers to how significant a change in beliefs, attitudes, or behaviors can be achieved through persuasive communication.

Why is it important to understand the position of the persuader in the process of persuasion?

Understanding the persuader's position helps the target to prepare counterarguments, especially if they are already informed about the topic, which affects the ease of persuasion.

What is the role of the persuadee in persuasive communication?

The role of the persuadee is to receive and process the persuasive message. Their active participation and engagement in the communication process are essential for the success of persuasion.