The goal of presenting is likely to inform the audience of something or persuade it to act or not.
Aristotle divided the aspects of persuasion into three categories: If a speaker displays characteristics of honesty, integrity, sincerity, and can show that they are trustworthy and ethical, the audience will be more inclined to believe the message being communicated to them, even if they do not remember every aspect of the interaction.
They will, however, recall how the presenter made them feel, how they took in the information and what they may share with others once the presentation has concluded. Although the joke may only be a small element of the entire speech, someone will recall it and share it with others and perhaps speak kindly of the speaker and wish to interact with that person again, or promise to purchase product or feel inclined to tell anyone who will listen about what they learned.
This is when terminal credibility comes into play, but is dependent on how well the speaker presented the information to the audience. Speakers must also present themselves to be likable since people are more inclined to trust those they generally like or feel comfortable with in a room.
Being friendly, easy going, warmhearted, nice and kind can carry the speaker into a very comfortable space with the audience. Once the audience is at ease, the speaker can generally present their information, and it will be perceived positively.
McCroskey University of Alabama at Birmingham was known for his research in the dimensions of source credibility.
His scales for the measurement of source credibility have been widely used in communication research. He noted in his article, "Image of Mass Media News Sources", that "the available scales for the measurement of source credibility should not be assumed to be universally applicable measures of source credibility.
These values are qualification, expertise, reliability, believability, openness i. Character[ edit ] The measurement of character has four values. These are kindness, sympathy, selflessness i.
Sociability[ edit ] The measurement of sociability has three values. These are friendliness, cheer, and temperament i. Character and sociability may be combined by some researchers. In that case, researchers will employ the seven values under one "Character-Sociability" measurement. Composure[ edit ] Four seemingly synonymous values are assigned to the measurement of composure.
These are excitability composed vs. Extroversion[ edit ] Like composure, extroversion is composed of four seemingly synonymous values. These are aggressiveness, boldness, talkativeness i.MEDIA AUDIENCES AND CREDIBILITY 1.
Nalini Prasad 2. “Audience doesn’t constitute itself, it doesn’t know itself, it doesn’t govern itself. All is done by institutional bodies- media organization, research and government agencies.
Thus, audience is the ‘imagined community that enables those institutions to . Ethos is focused on the credibility appeal, that is, a rhetorical appeal to an audience based on the speaker’s credibility.
It is unethical to lie to your audience about who you are and what you bring to the table in terms of experience, credibility and authority. Credibility definition, the quality of being believable or worthy of trust: After all those lies, his credibility was at a low ebb.
See more. Building credibility is an important component of your speech. Without credibility, your audience members won't trust what you have to say! This. There are three key elements to developing trust with your online audience: And finally, underscore your credibility with a professional website.
Your first task is to determine what you want to be known for, and start building your reputation. How to build your reputation. Knowledge is great. Competence is great. But the combination of. Credibility: You need it to persuade, motivate, and inspire audiences. 5 Ways to Win Credibility with Audiences.
Apr 13, by Gary Genard. Nothing beats credibility for turning an audience on to what you're about to say, except perhaps honesty. And in terms of .