Introduction to Communication Science week 4: 4.6 Central and Peripheral Route

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Transcript of all Week 4 videos: https://d396qusza40orc.cloudfront.net/commscience/transcripts%2FTranscript_Week_4_Coursera.pdf

This lecture in .webm: http://d396qusza40orc.cloudfront.net/commscience/recoded_videos%2F4.6.69881b5cee931ead468e946a3330e0d0.webm

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Subtitle text: https://class.coursera.org/commscience-001/lecture/subtitles?q=69_en&format=txt

Video mp4: https://class.coursera.org/commscience-001/lecture/download.mp4?lecture_id=69
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Week 4 description:
The reception and signification perspective
This week we'll cover some basic theories on message construction and (selective) processing. We will see that scholars are working towards theoretical models that give audiences a more active role in communication processes.

A very different theory that makes use of the
cognitive shortcut idea

is the Elaboration Likelihood Model or ELM in
short.

It was proposed in 1979 that information can be
processed through a central or a peripheral path.

When recipients process via the central route
they think about a message extensively.

The message passes through the different
processing stages. The peripheral route however

is a shortcut. It’s activated by so called
‘peripheral cues’

like humor, credibility of the source, fear, or
desire.

The theory tells us that persuasive attempts
should take into consideration

the predispositions of the audience, specifically

a) the motivation to understand a message and
b) the ability to understand that message.

An example. Let's say Tom wants to buy a car.
He wants the best one out there

within his price range so he is a) motivated to
compare information on cars.

And also let’s assume Tom is b) able to
understand the information

that different brochures and websites give him.

Because Tom is both motivated and able, the
central route of persuasion

will probably yield the best persuasive result.

Having sexy models on the hood of his car will
less likely persuade him.

His friend Charles is also looking for a car.

He is perhaps able to compare cars but actually
not so motivated to go through

all of these sites and brochures, like Tom is.

Therefore the peripheral cue of the sexy model
will perhaps work on him.

These are just some examples of many theories
on cognitive shortcuts.

It’s important for every student of communication
to understand to

some degree how and why cognitive shortcuts
work. Every one has them.

Because, even though cognitive shortcuts do not
always lead to the best logical outcome,

they save a lot of time and energy.