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Persuasive Speaking and Credibility Insights
Nov 18, 2024
Lecture Notes on Persuasive Speaking and Credibility
Introduction
Focus on credibility in persuasive speaking.
Importance of opinion leaders in an audience.
Opinion Leaders
Definition
: Individuals who influence decisions, attitudes, and behaviors of an audience due to their respected judgment or background.
Role
: Lead the mindset of groups; influential in forming opinions.
Identification
: Successful presenters identify opinion leaders associated with their audience (e.g., employers, colleagues).
Using Opinion Leaders
Integration
: Reference these leaders clearly and frequently.
Strategies
:
Demonstrate similarities in rationale between opinion leaders and the speaker.
Give credit to opinion leaders' accomplishments.
Types of Opinion Leaders
:
Internal
: Present within the audience.
External
: Prominent figures not present (e.g., politicians, celebrities).
Credibility
Definition
: Credibility is perceived by the audience; "in the eye of the beholder."
Elements
:
Trustworthiness
Competence
Dynamism
Ethos Credibility
Definition
: Persuasion based on who or what the source is.
Building Ethos
:
Competence: Expertise in subject matter.
Trustworthiness: Being reliable and ethical.
Dynamism: Impactful delivery and energy.
Sources of Credibility
Speaker
: The speaker themselves.
Sources
: Cited individuals or references.
Types of Credibility
Extrinsic Credibility
: Established outside the presentation (e.g., reputation, introductory speaker).
Intrinsic Credibility
: Built during the presentation through the speaker's delivery and engagement.
Aesthetic Components of Credibility
Preparation, sincerity, poise, and firmness enhance credibility.
Qualifications
: Degrees, affiliations, accomplishments boost credibility.
Persuasion Process
Five Phases
:
Awareness of a message.
Interest in the message.
Evaluation of the message and feelings about it.
Trial period to judge feasibility.
Decision-making phase.
Persuasion Dropouts
: Withdrawal at any phase.
Preventing Persuasion Dropouts
Presentation Order
:
Climax Order
: Weakest to strongest argument.
Anti-Climax Order
: Strongest to weakest argument.
Pyramid Order
: Strongest argument between weaker ones.
One-sided vs Two-sided Presentation
:
One-sided: Used for audiences that agree.
Two-sided: Used for skeptical audiences.
Strategies for Acceptance
Reasons for Acceptance
:
Speaker’s high credibility.
Effective use of evidence and sources.
Emotional appeal (Pathos credibility).
Establishing Character
Traits for Credibility
:
Sincerity
Trustworthiness
Audience concern
Types of Credibility
Initial Credibility
: Before speaking (extrinsic).
Derived Credibility
: During the speech (intrinsic).
Terminal Credibility
: At the end of the speech; desired goal for speakers.
Conclusion
Understanding and establishing credibility is crucial for persuasive speaking.
Credibility is as important as logic and reasoning in persuasion.
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