COM738

This course introduces students to the dynamics of social influence. Students learn the theories, strategies, and techniques of persuasion as a means of shaping public opinion and attitudes. The course examines how individuals, business, government, and institutions craft messages and communicate through the press, entertainment media, advertising, and public relations. Primarily through public opinion research, students can ascertain and understand the beliefs, attitudes, and values of groups and society. Students learn how to craft persuasive messages, how to evaluate the attempts of others to persuade audiences, and how to recognize and avoid unethical attempts at persuasion.