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说服性传播,也称为劝服传播,是1959年美国学者霍夫兰德等提出的基于信息传播过程的说服或态度改变的模型。具体说来,所谓说服性传播,指的是通过劝说或宣传来使受传者接受某种观点或从事某种行为的传播活动。说服性传播重在使受传者的态度沿传播者说服意图的方向发生变化,突出了传播者的主观动机,强调了传播的说服效果。霍夫兰德及其合作者以意见(解释interpretations、期望expectations和评价evaluations)和态度(对于某些客体、个人、组织或符号的接近或回避的反应)的改变程度来衡量说服的效果。实验表明,传
Persuasion, also known as persuasion, is a model of persuasion or change of attitude based on the process of information dissemination proposed by the American scholar Hofland in 1959. Specifically speaking, persuasive communication refers to the communication activities of persuasion or publicity that enable the transferees to accept certain opinions or perform certain acts. The emphasis on persuasive communication is to change the attitudes of the transferees in the direction of the communicators’ intention to persuade them. It highlights the subjective motivation of the communicators and emphasizes the persuasive effect of communication. Huffland and his collaborators measure the effect of persuasion on the basis of the degree of change in opinions (interpretations, expectations and evaluations) and attitudes (in response to the approach or avoidance of certain objects, individuals, organizations or symbols). Experiments show that pass