An investigation of the effects of language style and communication modality on persuasion

Sparks, John R.; Areni, Charles S.; Cox, Kevin

doi:10.1080/03637759809376440

Cited by 69 publications

(73 citation statements)

References 27 publications

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“…Along these lines, both Gibbons et al (1991) and Sparks and Areni (2002) reported a greater number of speaker-related thoughts when the communicator used powerless as opposed to powerful language. Within the ELM, variables have a distracting influence on argument-related processing when elaboration likelihood is otherwise high (Petty, Wells, & Brock, 1976;Munch & Swasy, 1988), as with print media (Sparks et al, 1998). Hence, as shown in Figure 2, the distraction effect suggests the following hypotheses:…”

Section: Powerless Language As a Distracting Influencementioning

confidence: 90%

“…More specifically, under these conditions language power influences an audience's perception of the speaker or source of the communication, which then serves as a simple heuristic for forming or modifying attitudes toward the focal topic. For example, Sparks et al (1998) reported that audio and video messages produced more favorable attitudes when the language used was powerful as opposed to powerless. However, language power had lit-tle or no effect on persuasion when the message was presented in print.…”

Section: Language Power As a Peripheral Cuementioning

confidence: 96%

“…Bradac and Street (1990) and Sparks and Areni (2002;Sparks et al, 1998) have discussed yet another effect of language power within the ELM framework. The various linguistic markers characteristic of powerless language represent disruptions to the flow of the discourse (Bradac & Street, 1990).…”

Section: Powerless Language As a Distracting Influencementioning

confidence: 97%

“…However, subsequent research found that language power influenced persuasion when communications were presented via audio or videotape (Sparks & Areni, 2002;Sparks, Areni, & Cox, 1998). As discussed in greater detail below, the elaboration-likelihood model (ELM) accounts for the moderating role of communication modality on the effect of language power in persuasion (Petty & Cacioppo, 1986;Petty, Unnava, & Strathman, 1991).…”

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confidence: 97%

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Language power and persuasion

Areni

Sparks

2005

Psychol. Mark.

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Powerless language involves the use of various linguistic markers (i.e., hedges, intensifiers, deictic phrases, overly polite language, tag questions, and verbal and nonverbal hesitations), which signify relatively low social status in a given communication context. Powerful language suggests higher social status and is characterized largely by the absence of these markers. The results of a laboratory experiment indicated that language power influenced attitudes toward a hypothetical new consumer electronics product, regardless of whether the communication was presented in print versus videotape. For both print and video modalities, speakers using powerful language were more persuasive than speakers using powerless language. However, powerless language had the additional effect of generating more thoughts about the speaker. These results are discussed in terms of the multiple roles postulate of the elaboration-likelihood mode. © 2005 Wiley Periodicals, Inc.The idea that language reflects social power is a not a new one. Over three decades ago Lakoff (1975) explored language and gender, and proposed that certain patterns of speech constituted a "female register," which was associated with low social power. Subsequent research on language and social power examined how particular language markers convey the impression of speaker social power, and the subsequent effects

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Section: Powerless Language As a Distracting Influencementioning

confidence: 90%

Section: Language Power As a Peripheral Cuementioning

confidence: 96%

Section: Powerless Language As a Distracting Influencementioning

confidence: 97%

mentioning

confidence: 97%

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Language power and persuasion

Areni

Sparks

2005

Psychol. Mark.

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“…For example, studies have generally found that compared to other media, video tends to shift attention to source characteristics. It elicits more thoughts about (93) and positive perceptions of the source (74), is better able to carry nonverbal messages (27), and seems to be most effective with sources who are likable (15) or trustworthy (1,112). In a 1993 meta-analysis, video ranked behind only face-to-face communication for the largest source effects attributable to message media (110).…”

Section: Channel Factors In Health Communication How Do Channel Factomentioning

confidence: 99%

The Role of Culture in Health Communication

Kreuter¹,

McClure

2004

Annu. Rev. Public Health

475

385

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This paper examines the role of culture as a factor in enhancing the effectiveness of health communication. We describe culture and how it may be applied in audience segmentation and introduce a model of health communication planningMcGuire's communication/persuasion model-as a framework for considering the ways in which culture may influence health communication effectiveness. For three components of the model (source, message, and channel factors), the paper reviews how each affects communication and persuasion, and how each may be affected by culture. We conclude with recommendations for future research on culture and health communication.

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