COM 4320: Theories of Persuasive Communication

Fall 2017, MWF 1:50-2:45 pm, COE 250

Instructor: Dr. Roberta Chevrette email: roberta.chevrette@mtsu.edu - this is the best way to contact me
Office: Jones Hall 259 Office hours: MW 1:00-1:30 pm, or by appointment

“Truth, far from being a solemn and severe master, is a docile and obedient servant.”1
Course Description:
We are surrounded with persuasive messages on a daily basis. These messages permeate our activities and
shape our perceptions. Some of these messages aim to inform us or encourage us to make better, more
empowered decisions while others are oriented toward specific goals and attempt to change our beliefs,
attitudes, and actions in ways that may or may not benefit ourselves and our communities. This course
provides an overview and analysis of how beliefs, values, attitudes, and behavior are deliberately influenced
through communication, relying on both social scientific and humanistic perspectives to explore what
persuasion is, how it works, and what role you can play in constructing and deciphering persuasive messages.
Throughout the semester we will examine persuasion in a variety of settings, from interpersonal interactions to
mass media.

Required Text/Materials:
There is no textbook for this course! Instead, you will access a variety of readings on D2L. Please recognize from
the outset that this is an upper-division, reading intensive class. You will be expected to keep up with the readings, so please
plan accordingly. Since you have free printing on campus, I strongly recommend you PRINT OUT THE
READINGS so you can highlight key ideas, write comments and questions, and bring them with you to class.

Course Expectations and Goals:

This course has been designed to be discussion-based. EVERYONE should come prepared to discuss ideas and/or ask questions.
A typical class will begin with a student-led presentation of an advertisement of their choosing to connect
course materials with the persuasive messages you encounter everyday. Following this, Professor Chevrette
will establish the theme for the session, clarify concepts from your reading, and raise questions. Students are
expected to have done all assigned readings before class and to be prepared to answer questions about them.
(If you are unable to do this, please do not take the class). Your class participation grade will depend on the
clarity and effectiveness with which you are able to answer questions such as: How do the authors defend their
arguments? What do their claims imply about persuasion? Can you identify examples of these theories in your
own life and relationships? In media and advertising? In politics and other persuasive arenas?

This course is designed to increase your understanding of how persuasion works so that you may:
1. Develop more informed perspectives regarding the persuasive messages you encounter.
2. Protect yourself from unsavory/unethical attempts to manipulate you
3. Use persuasion theories to promote ethical persuasive efforts, and construct better arguments so
that you can participate in worldmaking!2

Student Learning Outcomes:

By the end of this course you should be able to:
1. Explain key components of important theories of persuasion
2. Apply persuasion theories to real life situations.
3. Evaluate the techniques used in persuasive messages to make you a more informed person,
consumer, and voter.
policies & resources

1
From Goodman, N. (1978). Ways of Worldmaking. (Indianapolis, IN: Hackett Publishing Company, p. 18).
2
Not sure what I mean by “worldmaking”? Don’t worry, you’ll find out!

Chevrette – COM 4320 – Syllabus 1

Statement of Teaching Philosophy:
As a teacher, my goal is to help students to become independent thinkers by exploring new ideas and discovering
new ways of seeing themselves and the world around them. In doing so, I do not wish to impart my own vision to
my students, but rather to provide them with critical tools that they can utilize to develop their own visions.

To this end, please note: Because this course will incorporate current events it is likely that different
perspectives will be given when we discuss interpretations of those events. Different perspectives are
welcome but demeaning language is NOT acceptable in this class. Ideas need to be stated without insulting or
making fun of others’ perspectives so that EVERYONE can feel free to contribute their ideas during
our discussions. It is also important to know that assignments are used to grade your understanding and
application of course concepts and terminology. You are NOT graded on whether you agree with me, or
anyone else in the class on whether a law should or should not be passed, etc. If you have any questions
on this policy at any time, please let me know.

Attendance, Tardiness, & Late Work:

• The university recognizes certain activities and events as legitimate reasons for absence from class. These
include death in the immediate family, religious observance, academic field trips, participation in approved
MTSU concerts or athletic events, direct participation in university disciplinary hearings, and jury duty.
Students anticipating participation in functions which will take them out of classes should discuss these with
their instructors at the earliest convenient time. If you are out for an excused absence, I must receive documentation
before your absence, except in a case of a family death, which will require verification after returning to class.
• YOU, not I, are responsible for any information or handouts you miss because of an absence—in other words, if
you miss class, DO NOT EMAIL ME asking what you missed. The course calendar should assist you with this
question. I also suggest exchanging contact information with peers who you can ask for notes and clarifications.
• You are expected to be on time for class. Arriving late, leaving early, or packing up before I dismiss the class is
impolite and disruptive and will reduce your grade if it is a repeated occurrence.
• Assignments are due on or before the scheduled due date. Assignments not turned in at the start of class on the
due date will be penalized 10% per day until turned in. Without exception, all assignments must be turned in within
one week of the scheduled due date, or the assignment will be given an automatic zero.

Class Conduct:
In order to create the best possible learning environment for you and your peers, texting and other personal use of
cell phones will not be tolerated in the classroom. On occasion you may be allowed to use your cell phone to get
online for the purposes of a discussion or activity—these exceptions will be noted by the professor. Failure to
adhere to this policy will reduce your final grade by 5% per instance. In order to ensure a fair learning environment
for all students, laptops will be permitted; however, the first time you are observed using your laptop for non-class
related activities such as checking your email, facebooking, shopping, or surfing the internet, OR if I receive
student complains about distractions coming from your laptop, your final grade will be reduced by 5%. The second
time, you will be asked to not use your laptop in class for the remainder of the semester. Note: No electronic recordings
of class lectures, activities, or presentations are to be permitted without the explicit permission of the instructor.

Emails:
I will attempt to respond to emails within 48 hours (longer on weekends). If you do not receive a reply, assume that
your email was not received and try again. Email communication should be treated with the same respect as a face-
to-face interaction, including an appropriate greeting and concise message without spelling or grammar errors.
Text-speak e-mails may be deleted. In other words: if u wrt me emlz lk ths, dnt xpct a rspnse!

Class Material Disclaimer:

On occasion, the material we will be viewing and/or discussing in class may contain adult language, sexual
situations, violence, or other material that may be deemed offensive by some audiences. While I do not anticipate
any problems, I am stating this up front so that your continued enrollment in this course, following the reading of the syllabus,
indicates that you are aware of this potential and have chosen to stay in this particular section of the class. Please talk to me if
you have any questions or concerns.

Chevrette – COM 4320 – Syllabus 2

Cheating/Plagiarism:
Academic honesty is mandatory for your success in this course and the rest of your university career. Students must
do original work and properly cite sources. It is your responsibility to avoid plagiarism—for example, directly
copying more than 3 or 4 words from another author without quoting (not just citing) the author is plagiarism. You
must not only give credit to the appropriate source, but every assignment must be your own original work not
previously submitted for a different course. Academic offenses, including plagiarism—even if you “didn’t mean to”—and
other forms of cheating, will result in an “F” in the course. It is your responsibility to know the rules about what constitutes
plagiarism.

Title IX:
• Students who believe they have been harassed, discriminated against or been the victim of sexual assault, dating
violence, domestic violence or stalking should contact a Title IX/Deputy Coordinator at 615-898-2185 or 615-
898-2750 for assistance or review MTSU’s Title IX website for resources. http://www.mtsu.edu/titleix/
• MTSU faculty are concerned about the well-being and development of our students and are legally obligated to
share reports of sexual assault, dating violence, domestic violence and stalking with the University’s Title IX
coordinator to help ensure student’s safety and welfare. Please refer to MTSU’s Title IX site for contact
information and details. http://www.mtsu.edu/titleix/

Reasonable Accommodations for Students with Disabilities:

Middle Tennessee State University is committed to campus access in accordance with Title II of the Americans with
Disabilities Act and Section 504 of the Vocational Rehabilitation Act of 1973. Any student interested in reasonable
accommodations can consult the Disability & Access Center (DAC) website and/or contact the DAC for assistance
at 615-898-2783 or dacemail@mtsu.edu.

Note on the Tennessee Educational Lottery Scholarship:

• Do you have a lottery scholarship? To retain the Tennessee Education Lottery Scholarship eligibility, you must
earn a cumulative TELS GPA of 2.75 after 24 and 48 attempted hours and a cumulative TELS GPA of 3.0
thereafter. A grade of C, D, F, FA, or I in this class may negatively impact TELS eligibility.
• If you drop this class, withdraw, or if you stop attending this class you may lose eligibility for your lottery
scholarship, and you will not be able to regain eligibility at a later time.
• For additional Lottery rules, please refer to your Lottery Statement of Understanding form
(http://www.mtsu.edu/financial-aid/forms/LOTFOD.pdf) or contact your MT One Stop Enrollment Counselor
(http://www.mtsu.edu/one-stop/counselor.php).

Other Resources for Student Success:

• The Writing Center is a free service for students, offering advice and assistance with writing assignments from
any course or subject. Tutors can assist you in improving your composing process, as well as with difficulties
with development, organization, style, documentation, and mechanics. The Writing Center is located in the
Walker Library, Room 362. Its hours are Mon 9:00-10:30 and 11:30-7, Tues-Thurs 9-7, Fri 9-4, and Sun 2-7.
The UWC will also be open select Sundays near midterms and final exams. Please call 615-904-8237,
email uwcenter@mtsu.edu, go to http://www.mtsu.edu/writing-center/request-writing-partner.php or drop by
to set up an appointment.
• If, at some time during the semester, you find that personal problems are keeping you from completing your
coursework, it may be beneficial to visit MTSU’s Center for Counseling and Psychological Services at 503 East
Bell Street. For more information or to make an appointment, call 615-898-2271.
• MTSU is nationally recognized as a Veteran Friendly Campus. We are the only school in the state of
Tennessee to hold such an honor. I understand that veterans returning to school constitute a unique
demographic and it is my goal to treat veterans fairly and with respect in this course. Resources for
Veterans include the Charlie and Hazel Daniels Veterans and Military Family Center which is located on
the lower level of the KUC, Room 124, and is designed to provide a place to relax with other Veterans as
well as seek assistance with a wide range of issues. Contact 615-904-8347. There is also a student group
for Veterans, Bravo. Contact Patrick.Richey@mtsu.edu or 615-898-2273.
• MTSU seeks to be an inclusive community. To find out where the closest gender neutral or family
restroom is, please click the following link: http://www.mtsu.edu/lgbt/campus_resources.php#trans-
facilities

Chevrette – COM 4320 – Syllabus 3

 assignments
Details of all assignments will be provided in ample time to prepare. To give you an overview:

Participation (75 points) (15%):

The material in this course is complicated and your participation in discussion is your best avenue to understanding
this material. Because learning is an interactive process, and we learn from each other as well as the instructor, your
attendance is expected and required. You must be present in class to participate, but attendance does NOT
generate participation credit by itself. Participation means not only being physically present, but also being an
active participant in course interactions. To participate, you need to have read and thought about that day’s reading.
Be prepared to ask questions, offer examples, and apply concepts to class exercises. Participation also means joining
in effectively in class exercises and group work, asking thoughtful questions, and offering insightful comments and
feedback. Any behaviors that detract from that kind of climate will reduce your class participation grade. I
encourage you to make an appointment to speak with me about your participation in this course before midterm.

Journal Responses (50 points, 10 required @5 points each, but can complete up to 13 for extra credit) (10%):
Most weeks you will be required to complete a journal entry based on an assigned reading. Each entry must be
single-spaced typed and printed, and should not be longer than 1 page (approx. 300-500 words). Journal entries are
due the day the reading is due (see calendar for dates). No late journal responses will be accepted even in the case of an excused
absence. While some weeks you will have more than one opportunity to complete your journal, you may only
complete ONE JOURNAL PER WEEK. Entries may include any combination of the following: your immediate
reactions to the readings, thoughts, questions, concerns, personal experiences, discussion points for the class, or
critiques. The entries should reflect your understanding of and engagement with the readings and offer something
NEW and INSIGHTFUL. Examples of the types of material to include:
• a question regarding the treatment of a specific concept or theory in the readings
• a thought that runs counter to the reading’s observations regarding a specific example, concept, term, or
theory
• an illustration of one of the points made in the reading (from family, friends, watching TV, or other source)
that helps to apply a term, concept or theory; a reference to a “show and tell” item (ad, video clip, etc.) that
illustrates a relevant point in the reading. You may want to bring in the item to contribute to discussion.
The purpose is threefold: to engage you in thinking about how the material applies to your own life
experience/situation; to facilitate interaction during the class sessions (via class discussion); and to add to the overall
knowledge base for the course. The entries will be handed in at the close of the day’s session.

Persuasion in Our Everyday Lives—Advertisement Presentation (50 points) (10%):

Once during the semester you will be choose an advertisement to present to the class. It may be a print or media
advertisement, and it can be for a product, a candidate, a cause, etc (you are invited to think broadly about this).
Your oral presentation should engage class concepts to reflect upon the advertisement and its implications for our
collective study of theories of persuasion and include three discussion questions for your classmates to address (you
will lead the discussion). Your total presentation/discussion should be approximately 10 minutes. You are
encouraged to think widely, and creatively, about the artifact you choose. Further details and a sign-up sheet to
select the day of your presentation will be handed out on the third day of class.

Critical Reflection Papers: (200 points, 2 @100 points each (30%) (40%):
There are two critical reflection papers that require you to consider and apply different theories of persuasion.
These double-spaced typed and printed 5 page papers will consist of your responses to prompts I provide. For each
paper you will have a choice between two prompts. Each paper must have at least three academic sources properly cited and
employed in the assignment. Only one of those three required sources can be from the course reading. The other two or more sources
must be from independent reading and library research. Should the topic intersect with a question/reflection already
offered in a journal response, you are invited to expand upon your previous response but to do so in a more formal
and academic style.

Other Short Assignments (50 points, 5 @10 points each) (10%):

There are five other short assignments that assist with your learning over the course of the semester. These are the
syllabus quiz, the persuasion awareness assignment, the social judgment theory assignment, the invitational rhetoric
assignment, and the online assignment: which news sources are credible?

Chevrette – COM 4320 – Syllabus 4

Final Activity (75 points) (15%):
Your final activity will consist of you watching a short film in class and examining it utilizing the communication
theories learned this semester. You will need to analyze all of the means of persuasion utilized in the film and write a
short answer essay that you will submit during the final class period.

grading

Grades:
Your comprehension of the material will be evaluated through a variety of methods. Failure to meet the
criteria/requirements will result in a loss of points. Simply doing the assignment will not guarantee a passing grade.
If you are confused about a grade, I encourage you to initiate a discussion with me about it. I ask that you follow a
“24/7” principle—please wait until 24 hours after the graded assignment has been returned and no longer than 7
days to initiate such a discussion. I reserve the right to ask you to present your grade concerns in writing.

Grading Criteria:
A=work of distinctly superior quality and quantity accompanied by unusual evidence of achievement
B=work of good quality and quantity accompanied by evidence of achievement beyond the essentials of a
course
C=work demonstrating fulfillment of the essentials of a course
D=passing work, but below the standards of graduation quality
F=failure, necessitating repetition of the course to obtain credit

Grade Distribution:
This is a 500 point class. That means you can easily determine your performance in the class by maintaining your
own record of your accumulated points.
• Participation (15%) 75 points
• Journal responses (10%) 50 points
• Advertisement presentation (10%) 50 points
• Critical Reflection Papers (40%) 200 points
• Other Short Assignments (10%) 50 points
• Final Activity (15%) 75 points
TOTAL 500 points

Grading Scale:
A+ = 97-100% = 485-500 points
A = 93-96.9% = 465-484 points
A- = 90-92.9% = 450-464 points
B+ = 87-89.9% = 435-449 points
B = 83-86.9% = 415-434 points
B- = 80-82.9% = 400-414 points
C+ = 77-79.9% = 385-399 points
C = 70-76.9% = 350-384 points
D = 60-69.9% = 300-349 points
F = 0-59.9% = 0-299 points

Chevrette – COM 4320 – Syllabus 5

 COM 4320 Tentative Course Calendar (subject to change at professor’s discretion)

wk date Class Agenda Assignments and Readings Due

Unit 1: Introduction to the Study of Persuasion

1 M 8/28 Welcome to the Course! Class Overview and Introductions

W 8/30 Roots of Persuasion Lecture: A (very) Brief Overview of the Classical
Study of Persuasion
Syllabus Quiz – IN CLASS
Receive Instructions for Journal Assignment (due
various)
F 9/1 Roots of Persuasion, cont. Reading 1: Excerpt from Aristotle’s Rhetoric
(Journal 1)
Receive Instructions & Sign Up for Advertisement
Assignment (due various)
2 M 9/4 LABOR DAY – NO CLASS
W 9/6 On “Truth,” and Worldmaking Reading 2: Excerpt from Goodman’s Ways of
Worldmaking (Journal 2)
F 9/8 Applying Your Learning… Watch: American Umpire

3 M 9/11 Discuss: American Umpire

Unit 2: Social Scientific Theories of Persuasion: Attitudes and Action

W 9/13 Elaboration Likelihood Model Reading 3: Excerpt from Gass & Seiter on the
Elaboration Likelihood Model (Journal 3
opportunity)
Receive Instructions for Persuasion Awareness
Assignment (due 9/18)
F 9/15 Persuasion Effects: Sources, Messages, Reading 4: Excerpt from Gass & Seiter on Self-
Channels, Receivers Monitoring (Journal 3 opportunity)
Lecture: The SMCR Model of Persuasion
4 M 9/18 Motivating Audiences: Needs, Reading 5: Excerpt from Cooper’s Cognitive
Emotions, Attitudes, and Consistency Dissonance (Journal 4 opportunity)
Persuasion Awareness Assignment Due
W 9/20 Cognitive Dissonance (Consistency), Reading 6: Pitt’s “Killing the Messenger” (Journal
cont. 4 opportunity)
F 9/22 Applying Your Learning… Watch & Discuss: The Dream is Now
Receive Instructions for Social Judgment
Assignment (due 9/25)
5 M 9/25 Social Judgment Theory Reading 7: Excerpt from Frymier & Nadler on
Social Judgment Theory (Journal 5 opportunity)
Social Judgment Assignment due

Unit 3: Humanistic Theories of Persuasion: Language

W 9/27 Language and Persuasion Lecture: Making, Using, and Misusing Symbols
F 9/29 Language and Persuasion – How does Reading 8: DeFrancisco & Palczewski,
language shape ideas about gender? “Gendered/Sexed Language” (Journal 5
opportunity)

Chevrette – COM 4320 – Syllabus 6

6 M 10/2 Language and Persuasion – How does Reading 9: Ahmed, “The Organization of Hate”
language shape ideas about race? (Journal 6)
W 10/4 Breathing & Reviewing… In-class review & activity
F 10/6 Lecture: Overview of the History of anti-Semitism
7 M 10/9 Language and Persuasion – A historical Reading 10: Burke’s “The Rhetoric of Hitler’s
case study Battle” (Journal 7)
W 10/11 Language and Persuasion – A historical Continue Discussing “Hitler’s Battle”
case study, cont.
F 10/13 Political Persuasion Readings: Read all the (short) articles in the folder
T v H v O: Rhetorical Similarities/Differences
Lecture: The Power of Political Rhetoric
Receive Instructions for Invitational Rhetoric
Assignment (due 10/20) and Critical Reflection
Paper #1 (draft due 10/27)
8 M 10/16 FALL BREAK – NO CLASS
W 10/18 Rank’s Model of Persuasion Reading 11: Excerpt from Larson on Rank’s
Model of Persuasion (Journal 8)

F 10/20 Invitational Rhetoric Reading 12: Foss & Griffin, “Beyond Persuasion”
Invitational Rhetoric Assignment Due

Unit 4: Credibility, Reception, & Ethics

9 M 10/23 Communicator Characteristics and Reading 13: Excerpt from Heath & Heath, Made to
Persuasion Stick (Journal 9)
W 10/25 Narrative Theory and Audience Lecture: Oh, the Stories We Tell!
Reception
F 10/27 Draft of Critical Reflection Paper #1 due
Peer feedback workshop – IN CLASS
10 M 10/30 Applying Your Learning… Critical Reflection Paper #1 due
Lecture & Activity: Questionable Persuasion -
Heros vs. Demagogues
W 11/1 The Credibility of News Reading 14: Read all the (short) articles in the
folder Fake News (Journal 10)
Receive Instructions for online assignment: Which
News Sources Are Credible?
F 11/3 The Credibility of News, cont. Complete online assignment: Which News
Sources Are Credible?
CLASS DOES NOT MEET FACE TO FACE

Unit 5: Examining Nonverbal, Material, & Visual Persuasion

11 M 11/6 Spaces of Persuasion/Persuasive Spaces Reading 15: Dickinson & Ott, “Spatial
Materialities” (Journal 11 opportunity)
W 11/8 Museums and Persuasion Lecture: How Do Museums Use Persuasion?
Receive Instructions for Critical Reflection Paper
#2 (due 11/20)
F 11/10 Museums and Persuasion, cont. Reading 16: Chevrette & Hess, “Unearthing the
Native Past” (Journal 11 opportunity)
12 M 11/13 Visual Persuasion Reading 17: Lucaites & Hariman, “Visual
Rhetoric, Photojournalism, and Democratic Public
Culture” (Journal 12)

Chevrette – COM 4320 – Syllabus 7

 W 11/15 Nonverbal Messages Lecture: Nonverbal Messages in Persuasion
F 11/17 Critical Reflection Paper #2 Work Day!
CLASS DOES NOT MEET FACE TO FACE

Unit 6: Media, Propaganda, & Resistance

13 M 11/20 Media Environments and their Effects Lecture: Marshall McCluhan’s Media Ecology
on Persuasion Critical Reflection Paper #2 Due
W 11/22
THANKSGIVING RECESS – NO CLASS
F 11/24
14 M 11/27 Media Framing and Branding Lecture & Activity: The Impact of Media “Frames”
and “Brands” on Our Experiences
Discuss Preparing for your Final Activity
W 11/29 Propaganda Reading 18: Raiti’s “The Disappearance of Disney
Animated Propaganda” (Journal 13 opportunity)
F 12/1 Propaganda, cont. Reading 19: Pratkanis & Aronson’s “How to Be a
Cult Leader” (Journal 13 opportunity)
15 M 12/4 Resistance Discussion and Course-Wrap Up! (So…we’re
persuaded that we’re being targeted by persuasive
messages. What can we do with this knowledge?)
W 12/6 Putting It All Together… Final Activity – IN-CLASS
16 FINAL EXAMS WEEK Class will not meet during the final exam period.

“If you would be a real seeker after truth, it is necessary that at least once in your life
you doubt, as far as possible, all the things.”3

3
Rene Descartes, Meditations on First Philosophy. Modified from “all things” to “all the things” by yours truly to bring
Descartes into the 21st century J

Chevrette – COM 4320 – Syllabus 8