Writing for Business Success/Understanding your audience/Video signpost ELM

Media

View video series – In these two videos, the University of Amsterdam MOOC presents the Elaboration Likelihood Model (ELM) view on cognitive shortcuts in Central and Peripheral Routes [2:26 min.], and discusses mass media priming of cognitive shortcuts in Getting Through the Filter [4:44 min.].

The first video describes the ELM view on cognitive shortcuts. This model proposes we process information through central (thinking) and peripheral (shortcut) paths. The peripheral path is activated by affective, or emotional, and interpretational cues. This suggests considering audience predispositions in motivation and ability to understand is very important in designing persuasive messages. The less motivation an audience has to think about decisions, the more influence persuasive cues may have.

Central and Peripheral Routes

Media

The second video discusses agenda-setting and gatekeeping theories on how mass media can prime audience cognitive shortcuts by focussing attention on certain people, topics and evaluation criteria, and keeping silent on others. What ethical implications does this have for business communication practice in your view? How do these theories address the concept of active audiences?

Getting Through the Filter

Task

Make a WENote comment on mass media's reporting of women's bodies, different ethnic groups and political issues.

Note: Your comment will be displayed in the course feed.