Persuasive Communication

Vrije Universiteit Amsterdam

Course Description

  • Course Name

    Persuasive Communication

  • Host University

    Vrije Universiteit Amsterdam

  • Location

    Amsterdam, The Netherlands

  • Area of Study

    Communication Studies

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    To acquire knowledge of prominent theories of persuasive communication; To acquire knowledge about the role of message design in persuasion; To learn how to analyze and critically review theoretical models of attitude change; To learn which methods are used in conducting research of persuasive communication; To analyze and assess examples of communicative messages and strategies.

    In this course, students will be introduced to theoretical models of persuasive communication. In most of these theories, someone’s attitude change is the goal of the communicator, and the process of persuasion involves communicating a message that appeals to targeted people to (gradually) change their state of mind. Many different strategies exist, and choosing a strategy depends on many circumstances: communicative goal, societal domain (e.g., public information or commercial advertising), channel of communication, message type, message content, and message design. Theoretical models are introduced and demonstrated, and in individual assignments cases of persuasion are studied that students may find in their own cultural background. The assignments will make a critical review of theoretical models possible. Political communication, and the role of language in politicians' strategies to convince audiences, will receive special attention in this course.

    During six weeks, two two-hour lectures will be given per week as well as one two-hour seminar. Assignments will be made in the seminar groups, to get more insight and to prepare for the examination.

    Assignments (20%) and written examination (80%). Both have to be graded minimally 5.5 in order to pass the course.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Some courses may require additional fees.


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