Syllabus Comm 604 Spring 2007 Parkersburg
Course is taught May 4,5 and 18, 19 2007.
Corporate and Organizational Communication Program
Instructor
Steve Booth-Butterfield
"DrSBB" at HealthyInfluence dot com.
Course Goals
1. Gain knowledge of persuasion theories and research.
2. Enhance ability to employ oral communication as a means of learning and thinking.
3. Develop capacity to think, write, and research within a social science perspective.
Texts
Booth-Butterfield, S. (2007). Steve’s primer of practical persuasion. Online at www.HealthyInfluence.com.
Procedures
Each seminar session will be based on readings. I will question you on the salient constructs, methods, processes, and outcomes from the readings. We will then discuss crucial issues with an emphasis upon comparing and contrasting various theories. This approach requires that you master basic principles, then learn how to organize and apply those principles. Thus, you must read with understanding and be capable of communicating your understanding of the readings. Your participation is critical to success in this seminar. You must ask and answer questions, provide analysis and evaluation, and generate appropriate communication. The seminar depends on your involvement, thoughtfulness, and communication. Please begin by reading the Intro, Standard Model, and Thinking sections of the Primer for our first sessions.
Conduct
I expect high standards of professional conduct. You should always give your best intellectual, ethical, and social performance in both seminar and in your other graduate school commitments. I want excellence in community, character, and competence and you want to demonstrate these qualities.
Collaboration versus Collegiality
Graduate seminars require a dynamic tension between work as an individual and work as a group member. Often the work you produce must be your own original, unique, and exclusive effort. Sometimes the work must be cooperative, joint, and blended. Consider two observations:
1. Your work as an individual should benefit you, but shouldn't harm anyone else.
2. Your work in a group should pull your own weight, but shouldn't pull anyone else's.
Learning Accommodation
If you have a special learning need that I can accommodate, please contact me.
Individualized Education Programs
You will develop an IEP for yourself in consultation with me. The program will define the activities, products, timeslines, and evaluation criteria you chose to follow in this seminar. You will accomplish two large goals with your IEP. You will demonstrate:
1. knowledge of persuasion and influence theories, methods, and findings.
2. application of that knowledge in practical projects.
In the remainder of this syllabus, I’ll outline various program ideas for you to consider. These suggestions provide an outline for your thinking and are not requirements per se. Read them to stimulate your own thinking, then develop an IEP that fits your needs at the level of accomplishment consistent with this graduate program of study.
Possible Program Ideas
Preparation
Rationale
The purpose of this assignment is for you to learn how to read social science literature more effectively. Persuasion theory in particular is extremely well-developed and widely understood. It is therefore critical that you comprehend these theories as expressed in various readings. You will turn in your notes and study guide materials on various assigned readings throughout the semester.
Procedure
For the first three weeks you will create an outline of each assigned reading, plus additional notes as suggested in the handouts on "How to Read Social Science Chapters" or "How to Read Social Science Research." You may provide other study materials that you have independently created. On other sessions, I will ask for your notes and study guide materials without prior assignment.
Evaluation Criteria
Each Preparation assignment will be designated as Excellent, Pass, or Fail. Excellent describes Preparation that meets all intellectual demands in an outstanding way. Here all materials are neat, clear, well-organized, complete. Fail describes Preparation that omits or does not execute most of these demands. Pass describes Preparation that falls between the extremes.
90-100% Credit --- Excellence on 5, no fails
80- 90% Credit --- No Fails
70- 80% Credit --- Mixture of Excellence, Pass, Fail (1)
50% Credit --- Mixture of Excellence, Pass, Fail (2)
0% Credit --- Three or more Fails
Written Project Description - Healthy Influence Project
You don't often get to make a difference in the lives of your friends, family, or community and earn course credit. This project is an opportunity to make a practical and perhaps life-saving difference and also demonstrate your skill as a student and scholar. This is a cool idea.
The project involves what I call "Healthy Influence." Healthy Influence is the application of persuasion theory and research to a problem in the health context. This assignment is a blend of theory and application. It requires you to demonstrate skill as a practitioner, library researcher, and technical writer. I have very high expectations for this paper. This course is one of the most advanced majors classes we offer, so it is reasonable to assume that you have a high level of motivation and ability. You will demonstrate that motivation and ability here.
Task Analysis
Identify health problem
Choose target(s)
Determine influence strategy and assessment
Explain how persuasion theory supports your plan
Execute the plan
Write report
Drafts
You will submit three different drafts of this paper during the semester. Each draft will accomplish a different goal and should permit you to demonstrate several skills along the way.
Proposal Draft. The proposal outlines the problem and solution. Properly done, the Proposal is roughly the first half of the Final paper. I will read these proposals with a particular emphasis on your writing skill, quality of research, and the practicality of the proposed plan.
Group Draft. You will submit a "final" version of your paper to a group of your peers for their feedback. You will bring an anonymous (no identifying information) copy of your paper and join a feedback group (4-6 people). You will pass around each other's papers and provide written comments about the paper. The purpose of this activity is to get a lot of different perspectives on how clearly you communicate your project. You will take the feedback from this session and make changes, as needed, in the paper.
Final Draft. The end. The one you turn in for my last evaluation.
The Proposal Draft and Final Draft will be graded, Group Draft will not. Please do not assume that I place no value on the Group Draft because it gets no points. In several respects, it might be the most important draft of this paper. It is not graded because I don't want to put that kind of pressure on you. Instead I want you to focus on whether the drafts you read make sense and provide help on improving them.
Outline of Proposal, Group, and Final Draft
Section Headers
The Problem (read and cite at least 5 scientific sources)
What it is generally
What causes the problem
Who's got the problem
What's the effect (mortality and morbidity)
Why Healthy Influence?
Can persuasion change the problem
How do attitudes affect the problem
Who is the Target
Background information
How did they develop the problem
How long have they had the problem
Why Healthy Influence might work with target(s>
What will You Do (read and cite 3 scientific sources)
Specifically outline your tactics
What theory and research supports your strategy
The Results
Did any change occur
How long has the change lasted
How do the outcomes relate to persuasion theory
The Future
What would you do differently the next time
Would this work on a larger scale (more targets)
Writing the Paper
Use the above sections as headers in your paper. They will organize your thoughts, your writing, and my reading. Focus very specifically on these headers and make sure that you develop them fully. Deviations from this structure are permissible, but they should produce a clearly better paper. If you're not sure, don't deviate.
Evaluation of the Healthy Influence Paper
Technical Specifications for Proposal Draft
It must be single authored, with 8-12 pages (typed and double-spaced) in the body, with the APA style sheet. Use plain white paper and staple the pages together. Attach a title page. You do not need to bind or "wrap" the paper. PLEASE, Don't use a paper clip, PLEASE.
Technical Specifications for Final Draft
It must be single authored, with 15-20 pages (typed and double-spaced) in the body, with the APA style sheet.
I will evaluate each draft (Proposal and Final) with the following criteria.
APA Style Sheet: Style sheet correctly applied to manuscript preparation, use of headers and levels, citations and references, paper structure (title page, abstract, body, references, tables, figures, appendices). I will show no mercy here. Buy the Style Sheet, read it, and use it correctly. (0-20) (0-40)
Scholarship: You must provide 5 scientific sources for the Problem section of the proposal. You must provide 3 scientific sources for the Strategy section of the proposal. You must use primary sources (original research reports) not secondary sources (e.g. a text book that describes original research). A "scientific" source is usually a periodic journal that is sponsored by a professional or academic (non-profit) association that employs anonymous, peer-review of articles. These sources usually have the words, "Journal," "Monograph," "Bulletin," "Research," or "Review" in the title. You may also cite non-scientific sources (popular press newspapers, magazines, television, radio, or Internet) but these do not count as "scientific." (0-20) (0-40)
Coverage: The proposal must address all sections specified in the Outline. Use each section as a Header in your paper. You may also use the subsections (when appropriate to your project) as additional Headers. (0-20) (0-40)
Writing: You must write with competent English skills, demonstrating correct grammar, spelling, etc. I am not a composition professor, but I do know the basic mechanics of good writing and I will apply them here. (0-20) (0-40)
Quality: I will make a somewhat subjective evaluation of the overall quality of the paper and the proposed project. A higher quality is found in a project that is very well researched, planned, and written. In other words, the better you do on the preceding criteria, the better you will do on the overall quality criterion. (0-20) (0-40)
Deadline: A 10% penalty will be applied for each day the paper is late. A paper is considered one day late when it is not turned in during the required class session.
Paper Assignments
Papers should be presented according to the APA Publication Manual. Include title page, abstract, text, references, and any necessary supporting information (tables, figures, appendices). Each paper will require four to six pages of text (excluding front and end matter). Papers significantly shorter or longer than this criterion should be characterized by uncommon brilliance and insight.
Paper One
Define communication and attitude, then discuss why attitudes are important to the study of communication and why communication is important to the study of attitudes. Give particular attention to style sheet accuracy.
Paper Two
Describe the ELM and the HSM, then compare and contrast them. Create one communication application of ELM or HSM.
Paper Three
Find at least five empirical studies published in social science journals which bear directly on your selected review topic. Very briefly summarize the studies, then develop their conclusions warranted from these five studies only.
Evaluation Criteria
Each paper will be designated as Excellent, Pass, or Fail. Excellent describes a paper that meets all stylistic, mechanical, grammatical, structural, and intellectual demands in an outstanding way. Fail describes a paper that omits or does not execute some of these demands. Pass describes a paper that falls between the extremes.
90-100% Credit --- Excellence on two papers, no fails
80- 90% Credit --- No Fails
70- 80% Credit --- Mixture of Excellence, Pass, Fail (1)
50% Credit --- Mixture of Excellence, Pass, Fail (2)
0% Credit --- Three Fails
Review of the Literature
The Spirit of the Thing
Imagine that you are working for an organization that has enormous resources. One day the boss gathers everyone and offers this challenge. “Our organization is going to make a practical difference in the health and welfare of society. We are going to implement programs of social influence that will motivate people to lead safer, healthier, and longer lives. But before we commit to this admirable goal, I want to make sure that our program efforts have a good chance of working. Therefore, we must first determine what persuasion tactics have been shown to succeed or fail and the conditions that moderate the efficacy of that tactic. Whomever finds this information for me shall earn my respect, loyalty, and a good grade in a persuasion seminar.”
Overview and Goals
A review of the literature can make an important contribution to social science knowledge. A good review informs a field about what it truly knows and what the limitations are to that knowledge. In this particular review, you will select a mutually agreed upon persuasion theory or concept, then search the literature for all applications of this theory or concept in the area of health risk broadly defined. Thus, this review will inform the field about how persuasion can be profitably applied to important and practical social concerns.
You will achieve three goals with this project. First, you will learn how to use the library effectively. Second, you will master a specialized area of persuasion. Third, you will contribute to the body of knowledge in the area of applied persuasion.
Procedures
1. Select a persuasion theory or concept.
2. Collect an exhaustive reference list on the theory as applied to health risks.
Copy and read all available works.
Determine the effectiveness of persuasion theory in this health risk area.
Write findings in a structured, coherent, and interesting way.
Major Sections
The paper should have an Introduction (attention getting, theory overview), Methods (how the lit was searched, how papers were selected, etc.), Results (how you structure the literature, key findings or patterns in the lit), Discussion (practical application of findings, future research needs).
Evaluation
The paper will be evaluated on three criteria.
50 - Technical (style sheet, preparation, deadline)
100 - Coverage (all required sections presented; quality)
100 - Structure (organization, connectedness, clarity)
Computer-Based Instructional Unit
The Spirit of the Thing
Hey, you’re still in the same organization where your boss wants to make a difference in the real world. You’ve done the research on a particular persuasion tactic for its effect on risk behavior. The boss reads your report and says, “This is so groovy. We’re gonna use this. Now train everyone in this tactic and let’s get going!” Unfortunately the boss wants you to do everything else you were hired to do and none of your co-workers wants to go back to class and play student to your teacher. So, you can’t meet your boss’s demand in the traditional way. What to do? Hey, use technology. Create a cool Power Point presentation that your co-workers can use at their convenience.
Procedures
Collect basic readings and research on a selected persuasion tactic, concept, or theory.
Master those readings.
Determine how to structure the information for learners.
Develop a Power Point (or other Windows-based software; see me!) presentation.
About the Presentation
It must be learner-controlled and free-standing, not an aid to a speaker presentation.
It must use hyper-text components (links to related information).
It must have graphics and sounds.
It must have an online quiz.
The Product You Turn In
You will turn in one sheet of paper that is essentially a title page with an abstract. You will also turn in the presentation on a set of floppy disks, a Zip disk, or on an FTP account. I must be able to load and run the presentation on a Windows 95 Pentium machine with sound.
But, I Don’t Know How to Use a Computer This Way
You’ll learn how because I’ll teach you. You’ll learn how because you will practice outside of class. You’ll learn how because you and your colleagues will use peer-teaching to help each other. You’ll learn how because if you don’t, a computer might take your job.
Evaluation
25 One Page Paper (APA style title page and abstract)
50 Mechanics (load and run presentation)
50 Hypertext
25 Images and Sounds
50 Structure of Information
50 Online Quiz
Effective Social Science Writing
Our Department is nationally recognized for its scholarship and productivity. One reason for this is that many of the faculty are good writers. As a result of our accomplishments and our skills we place a high value on good writing. On a personal basis, good writing is a core value for me. When you write for this Department and particularly for me, write well. To this end, here are five rules you should follow in your written work.
1. Knowledge precedes expression.
You should not produce a stupid, but well-written idea. You must master the idea-to-be-expressed, then you must express it well. Read, think, question. Comprehend, then write.
2. Good writing is rewriting.
Only a novice believes that the first effort is the best effort. Complete a draft, then rewrite. Then rewrite again.
3. Structure, structure, structure.
Social science writing requires structure. Use headers. Always employ transitions between major points. Provide reviews and previews for large sections. Learn to organize and how to communicate that organization.
4. Good writing is learned.
Writing skill is acquired through a combination of education and experience. Good writers write often, solicit feedback on their writing, read other writers carefully, and think about writing. Expect to get better and work toward that goal.
5. Bad writing is indefensible.
If good writing can be learned then bad writing reflects ignorance, stupidity, and laziness. While you can be a happy and successful human who is also a bad writer, bad writers seldom survive graduate school and professional settings. Professional accomplishment requires good writing as an entry skill.
How To Read Social Science Book Chapters
Social science texts require a different manner of reading. Consider these rules adapted from Mortimer Adler, the great American philosopher and teacher.
A. General Principles
1. Understand before you criticize
2. Apply defensible standards of judgment
B. Scan the Entire Chapter or Article
1. Analyze the title
2. Consider names (authors, references)
3. Look at headings, tables, figures, and graphs
4. Answer the question, "What is the main point?"
C. Chapter Introduction
1. Find the thesis statement
2. Identify the preview points (what's coming next?)
3. Relate to previous theories
D. Chapter Body
1. Link body points to Introduction overview
2. Look for key words and correctly define/use them
3. Consider the theory or model as a whole
4. Diagram the theory in a flowchart, model, chart, etc.
E. Chapter Authors Commentary
1. Identify "alleged" strengths/weaknesses
2. Consider evidence and reasoning of these allegations
3. Do you agree with allegations?
F. Critical Analysis
1. Did the chapter do what it said it was going to do?
2. What is missing or does not seem to fit?
How does this chapter compare with other similar ones?
How To Read Social Science Research
Social science research reports require a different manner of reading. Consider these rules adapted from Mortimer Adler, the great American philosopher and teacher.
A. General Principles
1. Understand before you criticize
2. Apply defensible standards of judgment
B. Scan the entire paper
1. Analyze the title
2. Consider names (authors, references)
3. Look at headings, tables, figures, and graphs
4. Answer the question, "What are the authors studying?"
C. Introduction, Rationale, Review of Literature
1. Find the central points
2. Look for reasoning steps
3. Identify the questions or hypotheses
D. Methods
1. Categorize the type of study
2. Consider the characteristics of the participants
3. Act out the study as researcher and participant
4. Look for key words
random, reliability, manipulation check,
independent/dependent variables, manipulations or measures
E. Results
1. Find descriptive stats and think about them
2. Link results to questions/hypotheses
3. Find/compute effect sizes
4. Look for evidence concerning statistical significance
F. Discussion
1. Identify the claims
2. Connect the claims with Introduction themes
3. Consider theoretical/practical implications
G. Critical Analysis
1. Did the study do what it said it was going to do?
2. What is missing or does not seem to fit?
3. How does this study compare with other similar ones?
Reading List
These sources are not required, but form a strong foundation of basic ideas in contemporary persuasion and social science research. I highly recommend all these sources for anyone with a professional interest in these areas.
Cialdini, R. (1993). Influence. (3rd. ed.). New York: Harper Collins.
Eagly, A., & Chaiken, S. (1993). The psychology of attitudes. Harcourt, Brace: New York.
O'Keefe, D. (1991). Persuasion. Beverly Hills, CA: Sage.
Petty, R., & Cacioppo, J. (1981). Attitudes and persuasion: Classic and contemporary approaches. Dubuque, IA: Wm.C. Brown.
Petty, R., & Cacioppo, J. (1986). Communication and persuasion: Central and peripheral routes to change. New York: Springer-Verlag.
Social Science
Campbell, D., & Stanley, J. (1963). Experimental and quasi-experimental designs for research. Chicago: Rand McNally.
Cohen, J. (1977). Power analysis for the behavioral sciences. Revised Edition. Orlando, FL: Academic Press.
Kerlinger, F. (1986). Foundations of behavioral research. (3rd. ed.). New York: Holt, Rinehart, and Winston, Inc.
Primary Journals
Communication Monographs
Communication Quarterly (and the other Comm Regional Journals)
Communication Research Reports
Health Communication
Human Communication Research
Journal of Personality and Social Psychology
Personality and Social Psychology Bulletin
Psychological Bulletin
