Satirical persuasion and topic salience
- 1 March 1977
- journal article
- research article
- Published by Taylor & Francis in Southern Speech Communication Journal
- Vol. 42 (2) , 151-162
- https://doi.org/10.1080/10417947709372341
Abstract
The purpose of this study was to examine the impact of satirical persuasion on audience responses in terms of topic salience and prior attitude valence. The areas of audience responses investigated were attitude change and immunization to counter‐attitudinal messages. The results indicated that (a) satire interacted with salience to affect attitude change, and (b) satire was effective in immunization against counter‐persuasion.Keywords
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