Persuasive Communication

Dit vak wordt in het Engels aangeboden. Omschrijvingen kunnen daardoor mogelijk alleen in het Engels worden weergegeven.

Doel vak

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.

Inhoud vak

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.


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 exam.


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


Gass, R. H. & Seiter, S. (2018). Persuasion. Social influence and
compliance gaining. 6th (international) edition. Abingdon, GB:
Routledge. ISBN 9780367196141. Please be sure to order the international
edition; the American one is twice as expensive.
Research articles to be announced.


First year students of the BA program Communication and Information
Studies, except for students in the track Language Learning and Language
Teaching. This course is open to exchange students.

Algemene informatie

Vakcode L_AABACIW110
Studiepunten 6 EC
Periode P5
Vakniveau 100
Onderwijstaal Engels
Faculteit Faculteit der Geesteswetenschappen
Vakcoördinator dr. H.C. Mui
Examinator dr. H.C. Mui

Praktische informatie

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Werkvormen Hoorcollege, Werkcollege*

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