The Social Animal

Full Answer Section

1. Message (How it's said): The way the message is structured is vital. Emotional appeals (fear, joy) can be effective, but the optimal level depends on the audience. Presenting both sides of an argument can increase credibility, especially with a skeptical audience. The order of arguments matters; primacy effects (first presented) are stronger when the audience is highly involved, recency effects (last presented) when involvement is low.

2. Audience (To whom it's said): Audience characteristics like age, intelligence, self-esteem, and prior beliefs influence susceptibility to persuasion. Understanding the audience's mindset is crucial for tailoring the message and source.

Teen Suicide Prevention Program: Leveraging Social Proof

The danger of inadvertently increasing teen suicide through social proof (the "Werther effect") is real. Simply reporting on suicide can make it seem more common and therefore more acceptable, especially to vulnerable teens. To counteract this, the program should focus on positive social proof:

• Focus on Resilience and Help-Seeking: Instead of highlighting suicide statistics, showcase stories of teens who faced challenges, sought help, and overcame their struggles. Emphasize the message that help is available and effective.
• Interviewees: Interview teens who have successfully navigated difficult times, mental health professionals, and community leaders involved in suicide prevention efforts. Avoid interviewing teens who have attempted suicide; this could be triggering and potentially contribute to social proof. The teens interviewed should be relatable to the target audience, demonstrating that seeking help is a sign of strength, not weakness.
• Questions: Focus on questions that elicit stories of resilience, coping mechanisms, and the positive impact of seeking support. For example: "What challenges have you faced, and how did you overcome them?", "What advice would you give to someone who is struggling?", "Where can teens go for help and support?"
• Avoid Sensationalism: The program should avoid sensationalizing suicide or providing detailed descriptions of methods. The focus should be on hope, help, and recovery.

Drinking and Driving Campaign: Persuading a Skeptical Audience

Persuading teens who believe drinking and driving is "no big deal" requires a multi-pronged approach:

• Audience Considerations: Teens are highly susceptible to peer pressure and often feel invincible. The program must address these beliefs directly.
• Source: Utilize credible sources that resonate with teens. This could include:
  • Peer Testimonials: Stories from teens who have been affected by drunk driving accidents (either directly or through friends/family). These testimonials should be genuine and emotionally compelling.
  • Role Models: Athletes, musicians, or other figures admired by teens who openly speak out against drinking and driving.
  • Experts: Doctors or scientists who can explain the dangers of alcohol consumption on driving ability in an accessible way.
• Message:
  • Two-Sided Appeals: Acknowledge the peer pressure to drink and drive, then refute it with strong evidence and counter-arguments. This approach can increase credibility with a skeptical audience (Aronson).
  • Emotional Appeals: Use moderate fear appeals to highlight the potential consequences of drunk driving (e.g., injury, death, legal trouble). However, the fear appeal should not be so strong that it causes denial or avoidance (Janis & Feshbach, 1953). Balance fear appeals with information about how to avoid these consequences.
  • Focus on Short-Term Consequences: Teens are often more concerned with immediate consequences than long-term risks. Emphasize the immediate dangers of impaired driving, such as the risk of getting pulled over or crashing the car.
• Getting Around "Turning Off":
  • Interactive Programs: Incorporate interactive elements, such as simulations or role-playing exercises, to engage students and make the message more memorable.
  • Social Norming Campaigns: Highlight the fact that most teens don't drink and drive. This can correct misperceptions about peer behavior and reduce the pressure to conform to a risky norm (Perkins & Berkowitz, 1986).
  • Humor: Use humor to capture attention and make the message more palatable. However, the humor should be relevant to the topic and not trivialize the dangers of drinking and driving.
  • Community Involvement: Involve students in community-based initiatives to raise awareness about drunk driving. This can create a sense of ownership and make the message more personally relevant.

By carefully considering the source, message, and audience, and by using creative approaches to engage teens, it's possible to design effective programs that reduce both teen suicide and drunk driving.

Sample Answer

Let's break down Aronson's persuasive communication model and apply it to the challenging issue of teen suicide prevention and a drinking and driving campaign.

Aronson's Persuasion Model: Source, Message, and Audience

Aronson highlights three crucial elements in effective persuasion:

1. Source (Who says it): The credibility, attractiveness, and similarity of the communicator significantly impact persuasion. Credibility involves expertise and trustworthiness. Attractiveness can be physical or personality-based. Similarity refers to shared characteristics between the communicator and the audience.