MC 6013 - Persuasion in Mass Communication (3) SP

This course focuses on the scholarship related to persuasive communication of various modalities and media which seeks to influence the attitudes, beliefs, values, opinions and behaviors of targeted audiences. Persuasion includes intentional communicated attempts to influence beliefs, attitudes, intentions, motivations, behaviors or it may be an unintended result of other communication content or mediated effects of communication. Understanding persuasion is a foundational aspect for effective communication in mass communication contexts such as health communication, advertising, public relations and risk, crisis and emergency communication. This course covers core scholarly concepts, theories, and research findings related to understanding the nature of persuasion including traditional and emerging academic theories.