#ComunicÓculos - Teoria Empírico-Experimental ou 'da persuasão' | Teorias da Comunicação

Summary

In this video, the presenter discusses the Empirical-Experimental Theory, also known as the Theory of Persuasion, highlighting its focus on psychological aspects and the complexities of communication between sender, message, and recipient. The theory, unlike the Hypodermic Needle Theory, suggests that persuasion is not direct or easy, but requires understanding the recipient's characteristics. The video explores factors like selective exposure, memory, and interest, showing how they influence how people perceive and remember messages. The presenter emphasizes the importance of research, experimental practices, and adapting messages to effectively persuade audiences in various contexts, such as advertising and political campaigns.

Takeaways

• 😀 The Empirical-Experimental Theory (Persuasion Theory) emphasizes the importance of understanding the psychological and experimental factors that influence how messages are received by different audiences.
• 😀 Unlike the Hypodermic Needle Theory, which believed in direct and immediate persuasion, this theory acknowledges the complexity of influencing an audience and the need for a deeper understanding of their characteristics.
• 😀 The credibility of the source is crucial in the acceptance of a message, as a trusted communicator is more likely to persuade an audience.
• 😀 Selective exposure suggests that people tend to consume information that aligns with their pre-existing beliefs, limiting their exposure to opposing viewpoints.
• 😀 Selective memory means that individuals are more likely to remember information that confirms their existing attitudes and ideas.
• 😀 The level of interest a person has in a topic significantly affects their motivation to engage with and be persuaded by related messages.
• 😀 The success of a mass communication campaign, whether political or commercial, depends on the audience's interests, pre-existing attitudes, and how well the message is tailored to them.
• 😀 Effective communication requires understanding the audience’s characteristics, such as their attitudes, beliefs, and psychological factors, to craft persuasive messages.
• 😀 The theory asserts that persuasion is possible, but it requires an understanding of audience behavior and psychological aspects, and is not as direct or simple as earlier theories suggested.
• 😀 The theory acknowledges that communication strategies and their effectiveness may vary depending on historical, cultural, and technological contexts, such as the rise of social media and WhatsApp influencing public behavior in modern times.

Q & A

What is the main focus of the video discussed in the transcript?

The video discusses the Empirical-Experimental Theory of Communication, also known as the Persuasion Theory. It highlights how psychological factors influence communication and persuasion between the sender, message, and receiver.

What is the significance of psychology in the Empirical-Experimental Theory?

The theory emphasizes the importance of psychological factors in communication. It explores how different aspects of the receiver's personality, beliefs, and attitudes affect how they receive and interpret messages, making the process of persuasion more complex.

How does the Empirical-Experimental Theory differ from the Hypodermic Needle Theory?

Unlike the Hypodermic Needle Theory, which assumes direct and easy persuasion of the receiver, the Empirical-Experimental Theory acknowledges that persuasion is more complex and depends on understanding the receiver’s characteristics and building the message accordingly.

What role do experiments play in the Empirical-Experimental Theory?

Experiments are central to this theory. Researchers use controlled experiments to manipulate variables and observe their effects on how a message is received, helping to identify which factors most influence the reception of the message.

How does the theory explain the impact of the source’s credibility on message acceptance?

The theory suggests that the credibility of the source greatly affects how the message is received. If the audience trusts the source, they are more likely to accept the message. Conversely, if the source is not trusted, the message is less likely to be accepted, even if the content remains the same.

What is the concept of 'selective exposure' in the theory?

Selective exposure refers to the tendency of individuals to seek out and consume information that aligns with their existing beliefs and attitudes. This bias affects how messages are perceived, as people prefer content that reinforces their views.

What does 'selective perception' mean in the context of this theory?

Selective perception is when two individuals with different attitudes or backgrounds interpret the same message in entirely different ways. Their prior beliefs, experiences, and attitudes influence how they perceive the content.

What is 'selective memorization' according to the theory?

Selective memorization occurs when people tend to remember information that aligns with their pre-existing attitudes or beliefs, often forgetting or disregarding information that contradicts those views.

How does the theory relate to mass media and persuasive campaigns?

The theory is closely tied to mass media and persuasive campaigns, such as advertising or political campaigns, where the goal is to persuade the audience to take a specific action. It emphasizes the importance of understanding the audience and crafting messages that resonate with their interests and attitudes.

What challenge does the theory face in the modern age of digital media?

The theory may not fully explain phenomena in modern digital media, such as viral content or social media influence. The rise of platforms like WhatsApp and the dynamics of online communication might present new challenges and require updated approaches to understanding persuasion.