Persuasive Communication


Course Objective

To acquire knowledge of prominent theories of persuasive communication;
To acquire knowledge about the role of message design in persuasion;
To learn how to analyze and critically review theoretical models of
attitude change;
To learn which methods are used in conducting research of persuasive
To analyze and assess examples of communicative messages and strategies.

Course Content

In this course, students will be introduced to theoretical models of
persuasive communication. In most of these theories, someone’s attitude
change is the goal of the communicator, and the process of persuasion
involves communicating a message that appeals to targeted people to
(gradually) change their state of mind. Many different strategies exist,
and choosing a strategy depends on many circumstances: communicative
goal, societal domain (e.g., public information or commercial
advertising), channel of communication, message type, message content,
and message design. Theoretical models are introduced and demonstrated,
and in individual assignments cases of persuasion are studied that
students may find in their own cultural background. The assignments will
make a critical review of theoretical models possible. Political
communication, and the role of language in politicians' strategies to
convince audiences, will receive special attention in this course.

Teaching Methods

During six weeks, two two-hour lectures will be given per week as well
as one two-hour seminar. Assignments will be made in the seminar groups,
to get more insight and to prepare for the examination.

Method of Assessment

Assignments (20%) and written examination (80%). Both have to be graded
minimally 5.5 in order to pass the course.


To be announced

Target Audience

First year students of the BA program Communication and Information
Studies, except for students in the track Language Learning and Language

General Information

Course Code L_AABACIW110
Credits 6 EC
Period P5
Course Level 100
Language of Tuition English
Faculty Faculty of Humanities
Course Coordinator A. Boeynaems MA
Examiner A. Boeynaems MA
Teaching Staff A. Boeynaems MA
dr. T. Groot Kormelink

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Seminar, Lecture
Target audiences

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