The Psychology Underlying Media-Based Persuasion

Abstract

Abstract Attempts at persuasion are as ubiquitous as the media often used to disseminate them. However, to explore persuasion in the context of media, we must first consider the psychological processes and mechanisms that underlie persuasive effects generally, and then assess how those strategies might apply in both traditional as well as more innovative media. This chapter overviews three dominant frameworks of persuasion (cognitive response models, expectancy value theories, and emotional appeals), along with three more subtle forms of influence (framing, narrative, and product placement) to explore how psychological theory and media effects research intersect to shed light on media-based persuasive influence.

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