Chapter 10 Artifacts

Power & Legitimacy with COVID-19

During this time with COVID-19, I have noticed many persuasive messages in the media. This photo shows nurses and doctors holding up signs that read, “we stay at work for you please stay home for us!”

This persuasive message is very powerful for several reasons. This persuasive message applies expert power. Expert power is based on what a person knows, for example you may do what a doctor tells you to do because they know more about medicine than you do (Gass & Seiter, 2018 p. 244). In this photo, doctors are using expert power to get US citizens to stay at home during this national pandemic so we can get rid of the virus. By staying at home, people will be healthier and safer, and help to not overwhelm the hospitals which is a personal benefit.

This image can also be seen as a rewarding activity under compliance-gaining because the doctors are seeking compliance in an active and positive way (Gass & Seiter, 2018 p. 237). They are making a promise to citizens that they are going to work each day to fight this virus, so we must stay home for this to end.



My Parents & Compliance Gaining

When my brother and I were younger, my parents had us to chores around the house. For example, my job was to always feed the dog and set the table for dinner.

Sometimes, when I was younger I would say things like, “mom I don’t want to do that.” My mom would say, “Lauren it is your job, I don’t care what you want. Feed the dog!”

In this case, my mom was not concerned belief or attitude change. My mom does not care that I do not enjoy doing my chores, such as feeding the dog. My mom just wanted compliance, or behavior change. The textbook explains, research examining compliance gaining generally focuses on persuasion aimed at getting others to do something or to act in a certain way.

This example can also be seen as dominance in compliance gaining because in my family, my mom and dad hold the most power (Gass & Seiter, 2018 p. 240). Therefore, they have more power to influence my brother and I.

source: personal story

Tiger Woods & Expertise

This article with Tiger Woods came from Nike when Tiger secured his third victory of the season at the AT&T National in 2014. In the article, it says “helping him to his third victory of the season was his full bag of 14 Nike clubs, including his Nike 001 putter.”

Nike’s Method technology features Nike’s polymetal groove technology that generates a faster forward roll at impact for increased accuracy.  This technology has been instrumental in the 37 wins by Nike athletes on the Professional Tours worldwide.

With high temperatures reaching over 110 degrees, Woods, along with his fellow Nike athletes in the field, were prepared for the heat thanks to Nike’s Dri-FIT technology in its apparel.  First introduced to golf by Nike in 1998, Nike’s Dri-FIT technology is a moisture-wicking performance fabric that is lightweight and less restrictive.  Dri-FIT technology dries more quickly and promotes moisture management, while preventing clinging to the skin.

This article is targeted at people who play golf and want to get better. Nike used Tiger Woods to get people to buy their equipment so they “can play like Tiger.” I thought Nike using Tiger Woods is a good example of expertise. Expertise involves attempts to make a person think that the persuader has some special knowledge (Gass & Seiter, 2018 p. 244). Here, Nike is using Tiger to appear more credible that their equipment and apparel works.




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