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Spin doctoring - Essay Example

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These are central route persuasion and peripheral route persuasion. Central persuasion refers to a tactic where individuals are satisfied with the reasoning presented to them about a particular…
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Spin doctoring
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Spin doctoring

Download file to see previous pages... People are generally concerned about the effects of global warming to the environment. By assuring them that there are steps being taken to eradicate this problem, they are convinced that no more harm will be done to the environment if these new technology is embraced. By also deviating the focus on CO2 emissions being the main contributor to global warming and substituting that thought with that of the use of technology, central persuasion has been applied. Spin doctors in this case, carefully managed to change focus from carbon dioxide emissions by these large corporations, to the positive things they have achieved such as the use of new technology.
Global ambassadors of environmental conservation such as Greenpeace, Suzuki and Al Gore employ the use of peripheral route of persuasion. Due to the positive contribution these big environmental activists bring in making the world a better place to live in, people tend have a liking towards them. This means that they are easily persuaded by whatever they advocate for, regardless of whether they understand their arguments or not. Al Gore for instance, appeals to many because of his good family values and achievements he has attained in the past such receiving the Nobel Peace Prize as well as a running twice for the presidency in his country. This definitely appeals more to the public, therefore, making him very persuasive.
On the other hand, the hydrocarbon producing corporations are less likely to persuade people in their intents. This is so because they are mostly believed to be profit making businesses that care less about the welfare of other individuals. Complains by environmental activists about global warming and high carbon dioxide levels in the atmosphere, does not help any better since they continue to taint the image of such corporations. Given this reputation, it will be very ...Download file to see next pagesRead More
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