Elaboration Likelihood Model (ELM)

Good Introduction

The elaboration likelihood model of persuasion is a common model for describing the dynamics of
persuasion. The elaboration probability model takes into account the factors of the attitude change
approach—that is, characteristics of the persuasive message's source, message content, and audience
characteristics—to determine when attitude change will occur. There are two primary pathways that
play a role in delivering a persuasive message, according to the elaboration probability model of
persuasion: central and peripheral.(Dumper, n.d.)

• Details with examples

Central route coming from careful thought process and consideration whereas, peripheral depends on
influence without reliable information of the product being bought/sold.

Example: A Television commercial plays of a toothpaste made from natural resources and being
effective getting rid of plague, sold by a hired famous singer who wrote a song to sell the product.

A central route of persuasion would apply with the product being made from natural resources and
effectiveness.

A Peripheral route of persuasion would apply with the product being sold just because of the singer and
the song that was written.

• Conclusion

This is an overused and easiest model of persuasion. She feels it’s a powerful method where information
plays along with cheap persuasion using wants and needs.

• References what were learnt in class – theories, examples

The power of the situation has been demonstrated by social psychologists as influencing human
conduct. Now we'll look at how the situation's power might impact our attitudes and beliefs. A person's,
an idea's, or an object's attitude is our assessment of them. We have opinions about a variety of topics,
ranging from grocery items to individuals all around the world to governmental systems. External forces
impact our attitudes and ideas, but we also have power over internal effects. Our attitudes and ideas,
like our actions, are not always influenced by external factors, but they may be deliberately influenced
by our own free will. We'll talk about the circumstances in which we'd wish to modify our own attitudes
and beliefs in this part.(Dumper, n.d.)

• Challenges faced in understanding the context

She found the concept confusing at first, with the use of central and peripheral routes but understood it
with examples given.

Thinking back on all her purchases and which were of central instead of peripheral route. She always
thought of herself to be not easily influenced. Realisation set in, so many purchases of no critical value
laying around her room for display. From concert tickets to wooden model figures of her favourite
shows. Materialism is what it has come to, even though its of personal sentiments. She is now in
thoughts of clearing and throwing away the items, starting anew. This model, so simple that even if you
notice, it stays in the back of your head, overpowered by emotions rather than measured behaviour.

Hypodermic Needle/Magic Bullet Theory

Good Introduction

According to the magic bullet hypothesis (also known as the hypodermic needle theory), mass
communication is similar to a gun firing information bullets at a passive audience. “Communication was
viewed as a magical bullet that instantly transmitted thoughts, sentiments, information, and motives
from one mind to another”.  Academics have mainly dismissed this idea since it implies that all members
of an audience perceive information in the same manner and are mostly passive receivers. This
hypothesis ignores intervening cultural and demographic characteristics such as age, race, gender,
personality, and education, all of which influence how we respond to media messages. Many people,
however, believe the media, such as television news sources, just disseminate information that does not
promote viewer participation or critical thought. Rather of providing an unbiased message that would
allow a customer to form their own view, media news sources deliver tales to audiences that they find
appealing. Some assumptions of the magic bullet hypothesis are held by those who believe reality
television shows accurately represent reality. (2014)

• Details with examples

Example:

A beauty campaign run by a fashion magazine with a top influencer as their front page and main focus.
With no disclaimer of photoshopped images used for the campaign that reached 1 million youths, where
200 thousand believed it to be the influencers’ natural image. This then led to thousands of unhealthy
weightloss attempts which affected the nations youths and mental health.

• Conclusion

This media effect is not effective in this day and age, with laws to fight against misinformation and the
new generation disregarding any form of information fed to them unless they have researched it against
other facts. A pro-active generation has made this effect no longer favourable by the new media.

• Challenges faced in understanding the context

With the nonchalant way she viewed life and things around her, this media effect never really reached
her when it comes to self-perception or her decision making. Thus the concept always baffled her as to
how people/audiences came to make life-changing decisions or have emotional breakdowns based on
just one source.

• Either positive or negative sense of reflection

This is mostly negative, in a personal sense. A cheap tactic to trick the audience and a form of
propaganda.

Dumper, K. W. J. (n.d.). 11.3 Attitudes & Persuasion – Introductory Psychology. Https://Opentext.Wsu.Edu/.

Retrieved 12 August 2021, from https://opentext.wsu.edu/psych105/chapter/11-4-attitudes-persuassion/

A. (2014, July 10). MAGIC BULLET OR HYPODERMIC NEEDLE THEORY OF COMMUNICATION.

Communication Theory. https://www.communicationtheory.org/magic-bullet-or-hypodermic-needle-

theory-of-communication/