• Summary
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  • Subject index

The discipline of communication has grown in popularity from the time professors of journalism and speech decided, in the mid-1960s, that the term “communication” was an excellent general descriptor for the theory and research that each group aspired to create.  Over time, the two groups grew closer and recognized significant overlap in their theoretical and research interests, but there were also differences in their traditions that kept them apart.  While both groups agreed that communication is a practical discipline, journalism professors focused a great deal of their attention on the education of media professionals.  Speech professors, on the other hand, often were more oriented to the liberal arts and valued the fact that communication could be approached from a variety of traditions, including the arts, ...

Persuasion and Compliance Gaining
Persuasion and compliance gaining

Persuasion is both ancient and modern, an art and a science. It probably dates back 50,000 years or so, when hominids first developed language (Wade, 2006). If one counts nonverbal cues, then the practice of persuasion is even older. One can easily imagine a stone-age fellow, Lothar, grunting and gesturing to borrow his neighbor's flint to make a fire. Regardless of its date of origin, the study of persuasion in Western civilization dates back to at least 399 BCE, when Aristotle wrote Rhetoric. The advent of controlled laboratory experiments on persuasion dates back to the 1940s and 1950s. Much of the credit for research in this era goes to Carl Hovland and the Yale Attitude Change Program, a ...

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