This course is about communication on various levels. Over these 9 weeks we will cover a number of theories, cases and applications in the field of communication science. We will start with the foundational concepts of communication theory, defining what the theory is and going through a number of approaches to communication itself. Each week you will have a test to check on your progress and understanding. We also have a final text in the end of the course and a little bit of writing. As Oscar Wilde said, if you cannot write, you cannot think. If you cannot think, others will do thinking for you. So we find writing and reflecting pretty important for our classes. Along the course we provide you with in-class materials: lecture presentations, articles and additional readings. If you really want to get into the topic, don’t avoid this extra work. Although a substantial part of this course is theory-based, communication theory has a very practical application. Communication is an underlying process which creates and develops relationships, communities, societies. We communicative on a daily basis via a variety of means and channels. In our globalised and increasingly interconnected world, communication skills are essential in both the personal and professional spheres. It is our goal to leave you with a contextualisation and conceptualisation of communicative processes that will poise you to hone your own communicative skills — in other words, to put theory into practice.
Theory of Planned Behaviour
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Do curso por National Research University Higher School of Economics
Communication theory: bridging academia and practice
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National Research University Higher School of Economics
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Public Rhetoric and Persuasion
The main focus of this lecture is to introduce student to the field of rhetorics. This class focuses at theoretical approaches to persuasion and the ways how to craft messages that influence the audience. Here we discuss approaches to the public speaking and online communication.
Conheça os instrutores
Olga SolovyevaLecturer
Integrated Communications Department, Faculty of Communication, Media and Design
Maria MordvinovaHead of BA Program in PR and Advertising
Integrated Communications Department, Faculty of Communication, Media and Design
In the previous part of the lecture,
we talk about liberation likelihood model,
which tells us how we should behave,
and how we should act in order to pursue someone to change their attitudes or beliefs.
But what if changing an attitude is not really enough for us,
What if we want someone to change their behavior?
What if we want them to act on our proposal to buy
our product or to follow some of the instructions we have?
Let's take a look at the Theory of Planned Behavior.
It was developed as an extension on
an earlier theory of reasoned action developed by two scholars,
Martin Fishmein and Icek Aizen in the 60s 70s and its main assumption,
it's all about the rationality of the human action.
So basically scholars would intend that people
would do something on behalf of their intention.
They call this the behavioral intention.
It's our plan to act in some certain way.
So, it's not us just doing some spontaneous things.
We do have something that would influence our intention
and these would cause a particular behavior of ours.
Scholars outlined two predictions for these behavioral intention.
First one is our attitude and the second one is normative belief.
So, what are the attitudes?
As we discussed already,
this is kind of an evaluation.
It's our idea about the idea.
It's what we think about the particular issue.
So the attitude, let's take a look at technology.
The attitude towards technology,
you can like technology or you can hate technology.
Still it will somehow navigate the way how you use the technology.
But your attitude, and being technology in favor of yours or being not in favor of yours,
is not really enough because when they become normative beliefs.
Normative beliefs are referred to the social norms and to the expected behaviors of ours.
As you, for example, do hate technology.
And you don't really want your precious smartphone,
as you don't want to get stuck on social media,
and you're not willing to spend all your time interacting with your phone.
But your boss at your work,
wants you to be online 24 hours,
seven days a week just in case.
It doesn't have to happen,
It doesn't have to be something scary to happen,
but at some point it might.
So, it makes him comfortable.
And as you want to stay and work at this organization,
you might somehow adapt to the expectations of your boss.
So basically your behavioral intention is not only about the attitude
as the theorists saw
the major limitation of the liberation likelihood model in this case.
As we do change the attitude but how it will end up in the behavioral change.
Let's take a look at the proposal of Icek Aizen
who again back to the theory later in the 80's,
as behavioral beliefs and normative belief and attitudes were not really enough here.
So at this more complicated table,
you can see another variable which appears,
and it refers to the control beliefs were the perceived behavioral control.
Basically, the main idea here was that attitude is very important.
Then the normative beliefs would be quite essential for us as well.
But sometimes we are not just able to maintain these or other operation.
We are not able to maintain this particular behavior.
Let's take a closer look at all the components of this scheme.
So behavioral beliefs are the subjective probability,
is that the behavior will produce a given outcome?
So, if I make this decision,
what kind of the outcome would be?
So behavioral belief as something would influence our attitude towards the behavior,
which refers to the degree to which performance
of the behavior is positively or negatively valued.
So attitude can be positive or negative.
And if we have a positive attitude towards the behavior,
we're most likely to perform this behavior later on.
But okay, that's still not enough.
It does correspond with our normative beliefs.
As we already discussed,
this is the perceived behavioral expectations of important referent individuals of group.
So, what do others expect me to do,
how should I behave in these or other situation?
We all do live in the community.
And we do have many expectations about how people would behave on their own,
how people would behave in their group,
how people would behave in particular group meetings or maybe in other situations.
So for example, no one would start singing in the theater unless they are on the stage.
This normative belief would formulate,
would have act the subjective norm.
Subjective norm is seen as
the perceived social pressure to engage or not engage in the behavior.
So now we're here coming a little bit closer to the behavior.
How the normative belief would end up,
how it would focus and stay in our understanding for what our behavior should be?
And the essential addition of Aizen is control beliefs,
with the perceived presence of factors that might
facilitate or impede performance of the behavior.
So this is what he calls the control beliefs.
Do I have the necessary knowledge to make this decision?
Do I have the necessary knowledge to perform this action?
The sort of control beliefs would be extremely important for
our intention to be made as it would influence the perceived behavioral control.
It's our own perceptions of our ability to perform a given behavior.
All this three parts would form the intention,
they would influence the intention.
So when we are planning our campaign,
we do need to think more about the intentions, about the attitudes.
But also we need to think about whether people will be actually able to do these,
to perform these or another action we want them to do or not.
So what can be stopping them?
What would be the factors that limit their possibilities and
abilities to move on towards the action itself?
Or maybe sometimes we need to start with something very small,
and try to check it step by step when the attitude is settled,
when the subjective norm is under the control,
and the behavioral control maintained here through the little step by
step intrusion kind of into the individual's personal life would be more effective,
rather than just thinking and assuming that there is no control belief.
So these three factors would formulate the intention of an individual to
do something and this might end up in a specific behavior.
Basically, that was the whole outlook at the theory.
But let's make it clear what behavior is.
Behavior is the manifest,
observable response in a given situation with respect to a given target.
So, basically this is what we want people to do and this is
the performance of our intention through their actions.
Single behavioral observations can be arranged across the context and
times to produce more and broadly representative measure of the behavior.
In the Theory of Planned Behavior,
behavior is a function of
compatible intentions and perceptions of the behavioral control.
We do have to keep in mind this behavioral control
aspect in order to maintain a successful communicative campaign.
In practice, intentions and perceptions of behavioral control are
often found to have main effects on
the behavior but no significant interaction with them.
Changing an attitude is usually not enough.
To make someone act the way you want,
you need to provide the attitudal social norm and controllability incentives.
As well as, we really have to keep in mind some sort of
background factors applicable on the level of an individual,
applicable at the level of social circle,
or at the level of the information.
So what shall we keep in mind?
Well, at the individual level,
it's all about the personality, mood, emotion,
intelligence, values, and the stereotypes that person is carrying out.
It's never like that,
with people behave in a certain way just because they do have
all these essential certain factors and essential attitude towards this action.
The education, age, gender,
and income would refer to social background factors that might influence the way how
the attitude would be formed and how the decision would be made
upon the performing and not performing particular action.
And the last one is the information.
It's all about the knowledge and about the media coverage.
Do I have enough of the information to perform particular action?
Do I have enough information for this attitude to be influential enough?
So maybe I do have a positive attitude.
Maybe I do have possibilities to do this,
and some social norms and social standards are set in a way that
I will be most likely performing the certain behavior.
And maybe I even can't do this,
but would I do this,
should I be inspired,
should I be educated in order to perform this?
Do I really understand the importance of that particular action?
And what kind of knowledge and information do I need to
have in order to move towards the favorable behavior?
That's a very good question for
the communication campaigns for
those individuals who are responsible for the communication campaigns.
To summarize here, let's see that we
are somehow moving towards the more complex understanding of the persuasive process.
So instead of just focusing on the attitude change,
we now understand how individual might perform behavioral changes,
and how they might adapt their behavior in accordance with the attitudes,
with the social norms and the personal control over the situation,
the controllability factor outlined by the Theory of the Planned Behavior.
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