1 / 14

Source credibility

Source credibility. The importance of ethos in communication. www.robertgass.com. What is Source credibility?. Highly credible sources may be described as d isplaying leadership having charisma being telegenic possessing savoir faire Ethos

edward-saunders
Télécharger la présentation

Source credibility

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Source credibility The importance of ethos in communication www.robertgass.com

  2. What is Source credibility? • Highly credible sources may be described as • displaying leadership • having charisma • being telegenic • possessing savoir faire • Ethos • Definition: “Judgments made by a perceiver about the believability of a communicator” (O’Keefe), 2012, p. 181)

  3. MOST ADMIRED PEOPLE: USA Poll Most admired men • Barck Obama • George W. Bush • Pope Francis • Bill Clinton • Rev. Billy Graham • Bill Gates • Clint Eastwood • Ron Paul • Ted Cruz • Most admired women • Hillary Clinton • Oprah Winfrey • Michelle Obama • Sarah Palin • Malala Yousafazi • Condoleezza Rice • Angela Merkel • Angelina Jolie • Kate Middleton • Queen Elizabeth II Number of mentions, based on a Gallup poll conducted in December 2013

  4. Most admired People in the World • Bill Gates • Barack Obama • Vladimir Putin • Pop Francis • Sachin Tendulkar • Xi Jinping • NarendraModi • Warrant Buffet • Amitabh Bachchan • Abdul Kalam • Based on a YouGov survey of 13,895 people, internet and mobile phone surveys

  5. Fictional credibility the most interesting man in the world a trustworthy Gecko a head for business Imaginary endorsers will never be involved in a scandal

  6. Credibility Features • Credibility is: • a perceptual phenomenon • situational, contextual • dynamic, changing • multidimensional

  7. Credibility dimensions • Primary Credibility Dimensions • Competence: expertise, know-how • Trustworthiness: character, honesty, integrity • Goodwill: perceived caring • Benoit (2004) says expertise is the most important of the three dimensions

  8. Primary Dimensions Applied • If you were selecting a mechanic • Expertise: licensed, trained, experienced • Familiar with your make and model • Trustworthiness: honest, won’t rip you off • Goodwill: friendly, knows your name, remembers you as a customer • If you were selecting a surgeon • Expertise: licensed, board certified • Has performed the operation numerous times • Trustworthiness: won’t bill you for unnecessary procedures • Goodwill: bedside manner, rapport

  9. How would you rate the credibility of these sources?

  10. Secondary dimensions • Dynamism • energetic, enthusiastic • Composure • calm, collected, poised • Sociability • warm, likeable, friendly Which celebrity goes with what secondary dimension(s)?

  11. Credibility and persuasion • High credibility sources are much more persuasive than low credibility sources • Credibility tends to function as a peripheral cue (mental shortcut) • Increasing listener involvement decreases the reliance on source credibility • Increasing listener involvement increases central processing (analyzing the content of a message) • Address questions like “Why should I care?” “How does this affect me?”

  12. Advice for Improving Your credibility • State your own background, experience, expertise on the issue • Avoid disclaimers and powerless language • “Can I start over?” • “like,” “uhm…” • Cite qualified sources in your speech • State your sources’ qualifications • Provide evidence to support your points • 4. Channel nervous energy positively • Use movement, gestures to release nervous energy • punctuate your transitions nonverbally

  13. Advice for Improving Your credibility • 5. Adapt your message to your audience’ frame of reference • Identify with your audience • Emphasize similarities, shared values • But don’t simply “preach to the choir” • 6. Research your topic thoroughly • Know what you are talking about • Be familiar with all the relevant issues • 7. Prepare and practice • Practice your speech the same way you will deliver it • be organized, fluent, composed • manage your time carefully • anticipate likely questions or objections

More Related