I think persuasion is one of the most fascinating topics in agricultural communication theory. While the chapter this week is in the “face-to-face” communication section of the book, many of the concepts apply to mediated communication efforts. The reading from JAC this week illustrates this point well. I think this study does an excellent job of incorporating theory into a study. As you read the JAC article, was your understanding of the elaboration likelihood model (ELM) changed? Did you agree with the authors’ application of ELM? What would you have done differently? Are there other theories of persuasion that you see as more appropriate for this study? Or ones that should have also been included?
The world around us is constantly seeking to persuade us to do something. As you study persuasion you will become more and more aware of persuasive techniques being utilized in your everyday life. This may be a friend or significant other trying to persuade you to go to the lake instead of studying. Perhaps the persuasion is less subtle and comes in the form of advertising. What agricultural ads or videos have you seen recently that utilize persuasive appeals? Post an example and tell us which appeals you think are used in the example you post. What other theories of persuasion do you see represented in your example? In the spirit of the comparison study we read in JAC this week, what anti-agricultural ads or videos have you seen with persuasive appeals? How does the anti-ag one stack up in relation to theories of persuasion?