Marwell and Schmidt’s Taxonomy Influence Tactics

I just could not resist using this speech. I found this gem the first week of class and have watched it a few additional times just for pure entertainment. Although it is very difficult to take this speech seriously, it does have many elements of Marwell and Schmidt’s Taxonomy Influence Tactics.

Usually Marwell and Schmidt’s techniques are used to get someone to buy something or get some type of immediate response. However, compliance gaining techniques are quickly becoming the standard for political speeches.

Phil Davidson is quite the political character. He is running for the nomination for county treasurer. He sets up his speech by first letting us know how qualified he is by listing all his educational experience, as well as his working experience. He continues to try persuade his audience with the use of true raw emotion to win his nomination for the Republican candidate for Treasurer.

Although his yelling and awkward body movements make it hard to stay focused on what he is saying, he does actually use the following elements during his plea for his County Treasurer nomination.

First, Punishment. He insists that the Star County Treasurers office is a mess and is dire need of structure and guidance. And if we do not “grab the opportunity” to vote for this candidate it sounds as though the entire treasurers office is going to fall apart. There is no one else who can do the job better and with more enthusiasm then Mr. Davidson, so you had better not lose out on the chance to “save” the treasures office. After all, drastic times require drastic measures. (I am really trying not to laugh right now!)

The second tactic he uses is moral appeal. This tactic entails finding moral common ground, and then uses the moral commitments of a person to obtain compliance. He makes the assumption that his entire audience is no longer willing to “tolerate incompetence and irresponsibility”. He also appeals to those that have committed to the Republican Party. He insists that he is the only true republican running…he “has been a Republican in times good and he has been a Republican in times bad”.

The next tactic he uses is Liking or Ingratiation. He uses this by complementing the people of Stark County. He says that “the greatest strength of the Stark County Republican Party is its people”. He believes that politics are local and he wants to use the ideas and thoughts of the citizens. What a nice compliment to give his constituents. He wants to “use their good ideas not only as a tool, but as a weapon”.

The process premise of this speech is that the people of the county “need” reform in the treasurer’s office. He does his very best to persuade us of this, including giving examples of how he can make it better, and how hard he would work to make that happen. This all very well could be, but it is hard to get past his presentation. I would have to obviously conclude that he fails to persuade anyone to vote for him. The purpose of using Marwell and Schmidt’s Taxonomy Influence Tactics in a political setting is to persuade potential voters to vote in your favor. How effective a politician uses these influences could determine the success of their campaign. I have a feeling that Mr. Davidson could use every tactic available and still not get nominated. Did he really say that he has a Master’s in Communication? This was really a treat to watch. Consider it a gift from me to all of you, enjoy!

Out of class presentation

I did my out of class presentation to a group of family members. It consisted of a college student, working professionals as well as stay at home mothers. There were a few children present as well. I chose this setting because every person present has children who are school age and could benefit from the information I decided to speak about.

I presented information on how the current educational system is not conducive to the learning needs of children with ADHD, or other learning disorders. Studies has shown that the current school system is flawed and does not compensate for the change in technology and the various ways that children learn today. Many advances have been made that can help children with varying learning styles can still have success in the class room. Ideas such as using new technology to track your educational progress, to the kind of desks you sit in to simply changing you schedule so that you are learning certain subjects at different times of day. For instance, a child may do math well in the morning but by lunch cannot figure out how to do the same problems. By alternating the times of their class could be part of a simple solution for many children.

My call to action was to impress upon my audience how important it is that we insist that the school districts continue to use their resources to keep up with current educational curriculum. As well, there are so many alternatives now that were in the past not available that allows parents to have choices about their child’s education. Charter schools and online schools are just two examples.

This speech was easy to deliver because I am passionate about giving all kids the chance to have a meaningful education. The feedback I received was that it was informational but lacked the information they needed to actually make a difference. It does seem overwhelming and we often think one person cannot make a difference. I used the rubric from our first speech, but asked specifically if I annunciated my words correctly. Unfortunately, I did not get “ONE HUNDRED” percent in that category, which was good feedback for what I need to work on for my final speech.  I also lost a few points for speaking too fast.  Overall it was a good experience to "show off" the speaking techniques we have learned while perfecting the process.

The evening of 9/11

Most of us can remember exactly what we were doing on 9/11/2001, the day that the twin towers were attacked. It was an unbelievable and frightening time for many of us. In the speech given by George W Bush the night of the terrorist attacks, he uses Reich’s Cultural Parable of the Benevolent Community to elevate patriotism.

He mentions that terrorist can shake the foundations of buildings but not the foundation of Americans. The terrorists can dent steel but cannot bend the steel of American resolve. He uses “we” several times and pointed out many examples of how “we” as a nation are working together to overcome the tragedy. “our” first responders, military, volunteers who gave blood, emergency teams, government personnel are all doing their parts. He assured us that all areas of the law enforcement community will search for those responsible for the terrorism. A great people “we” have been moved to defend a great nation. “we” will not tolerate these attacks. Americans, “we” were attacked because we are the bright beacon for freedom and opportunity in the world, and no one will stop that from continuing. He thanks those around the world for “us” the American people. Americans “we” will join with allies who want peace and stand against terrorists. All Americans “we” will unite for our resolve and justice and peace. “we” will fight for freedom. “we” will fight for justice.

In Reich’s cultural parables, he identifies four narratives that appear within the American culture. By using hope or fear, the message that is being sent will resonate with the listener. The Mob at the Gates narrative could work here because of the fear we were all feeling. However, Bush really was speaking to give our nation hope and to draw us closer together as one nation under God. He used the Benevolent Community Narrative which explains the overuse of “we” and “Americans”. Along with his speech, the images we were watching on TV compelled us to want to “pull up our sleeves and pitch in for the common good”

At the time it was given, I remember his speech being a needed calm and assurance that justice will prevail. It did instill patriotism, although before this speech was given most of us spent all day watching the events unfold on T.V. and already had our sense of patriotism brewing within us. For example, the hours that followed the 9/11 attacks I was moved to hang the American flag in front of my house. Within hours the entire neighborhood followed that lead, finding comfort in showing our patriotism. Other people travelled many miles to volunteer and assist cleanup efforts, locals all offered services, anything we could do to feel that we as a community can somehow make sense of such a tragedy.

The process premise of need is used constantly throughout Bush’s speech. Our nation had a need to handle the immediate crisis at hand which was done by the first responders. Bush made it clear that justice will be served, which appeals to our need of safety and emotional security. We had a need to feel calm and safe, as we feared more attacks could still happen, threatening more American lives. This was for many of us the first time that we felt a loss of power and pride as a nation. We had a belief that our military protects us from having attacks on American soil. The self-actuation of our immortality led us the need belonging and patriotism.

Bush did a very good job at subtly convincing all of us that we as a nation want the same things…freedom, justice and peace. He asked for us to pray for those who need comfort, and quoted scripture. He pleaded for us to walk together as Americans so that we may go forward defending freedom and all that is good and just in our world. Although I can hardly stand to hear him speak, he did appeal to our nation in a way that was effective and appropriate under the circumstances.

"Imagine" Ted Cruz Presidential Speech

Larsen’s cultural myths of an audience suggests that an audience will allow themselves to be persuaded based off of their value system. Appealing to various value systems seems to be an effective way for political candidates to elicit support and gain momentum for their campaign. On March 23, ted Cruz declared his bid for the republican presidential nomination.

Coming of the Messiah

Cruz uses many of Larsen’s cultural myths in his speech, of which I will cover two in detail. The term coming of Messiah indicates that all will be well. Instead of war there is peace, no one will go hungry, there will be no oppression, and justice will prevail. Cruz is asking us to imagine how our lives would be if many of the processes our government currently adopts were abolished and something better be put in its place. This is, in a not so literal way, asking us to imagine what it would be like in a “perfect world” similar to what it would be like for the coming of the Messiah. Cruz encourages us to just “imagine” how great our world could be in 2017 if we had a president who could do the following things: Create economic growth, allow small businesses to grow a prosper, allow innovation thriving on the internet which will provide more opportunity, becoming energy self-sufficient, having a country with no health care reform and keeping the government out of healthcare, create a flat tax that lets every American fill out their taxes on a post card, abolishing the IRS, ensure that boarders are secured, allow a legal immigration system to allow people to come achieve the American dream, support a government that stands for the first amendment rights of every American, protect the sanctity of human life and the sanctity of marriage and ensure that it is upheld, protect the right to bear arms, protect the privacy rights of every American, be rid of common core, and allow school choice so that every child has a right to a quality education, standing in one with the people of Israel, honor the constitution, and so on. Have you ever heard of the phrase “it sounds too good to be true”, similar to the notion that we will live in a state of bliss and peace with the coming of the Messiah. Cruz is promising with him as president he will be able to do all of those things he mentioned, and then some, thus creating a “heaven on earth” nation.

Wisdom of the Rustics

Another one of Larsen’s cultural myths in his speech is the wisdom of the rustics. Americans value the humble beginnings of their country and believe that difficulty teaches us valuable lessons. He asks us to imaging being privy to unimaginable and difficult historic events such as in 1775 when Patrick Henry made the bold statement “give me liberty or give me death”, or in 1776 watching the signing of the declaration of independence stand together and pledge their lives, fortunes and sacred honors to ignite the promise of American, imagine it is 1777 general Washington as he lost battle after battle fighting for freedom. Imaging listening to President Roosevelt in 1933, during a time of great depression, that we “have nothing to fear but fear itself”. Imagine listening to Ronald Reagan promise growth and prosperity and that we could win the cold war. These are great American examples that show that albeit difficult times, good things came from struggles.

Process Premise

He asks us to imaging a lot of things. He uses “need” as a process premise. We “need” to imagine, to change, we “need” to take action. He asks us all to rise up and re-ignite the promise of American. We “need” to stand together for liberty, not only for ourselves, but for future generations. By asking us to “imagine”, Cruz does enroll us into his vision throughout his speech. It is intended that we feel the “need” to make our world better, and although it may be difficult it will be worth it. He definitely is trying to appeal to our patriotic duty.  I am starting to wonder if we can only imagine it because it is only imaginable, not probable, that all of these changes would take place and be supported by the majority of Americans during a 4 year presidential period. That is a lot to “imagine”.

The Power of Vulnerability

Brene Brown draws out feeling, emotions and recognition in her speech tilted “The Power of Vulnerability”.  This speech can be found on Brown’s website brenebrown.com.  Following Fogg's Behavior Change Model, Brown uses motivation, abilities and triggers to help us as the listener have a better understanding of shame and vulnerability that we all experience in our lives.  She then leaves us with the ability to use that information to be a better person.

According to BJ Fogg, three elements must be present in order for a behavior to change. Motivation, ability and triggers.  With all three elements present, we can change our behaviors, permitting us to live our lives in a more positive way.

Brown, who titles herself a research story teller, believes that connection is the reason we are here and what gives purpose and meaning to our lives.  We are wired to feel connection.  While doing her research she concluded that the shame that people feel is really a disconnection from others.   So Brown set out to deconstruct shame.  She says that shame, the fear of disconnection, or the belief that “I am not (fill in the blank) enough” causes excruciating vulnerability.  Since vulnerability is often seen as a characteristic of weakness, we often find that we opt out of being vulnerable which leaves us struggling for love, belonging and being worthy. This is very persuasive, as these characteristics are all things we long to possess and are motivated to have.

Motivation

Brown set out to deconstruct shame from a scientifical standpoint, to uncover the reasons why we defy vulnerability.  She knew that she herself hated being vulnerable, so this was her chance thru research to understand or overcome vulnerability.  This became her motivation.  As she began her research she became more and more motivated to understand what gave the people she interviewed a sense of worth, or a sense of loving, which she titles “whole hearted people”.  In essence she was searching for what caused some people to frame things in a more painful, fearful, not worthy way versus what allowed others to live their life with a sense of worthiness and love.  What gives these people compassion, courage and the ability to connect? What gives these whole hearted people the courage to be imperfect? 

Abilities

According to Fogg, ability falls under the simplicity factor. Fogg says, "In order to perform a target behavior, a person must have the ability to do so".  How hard or easy is it to become more vulnerable?  Does it involve time, money, effort, social deviance and so forth.  In Brown's case, in the simplest form possible she desired to know how vulnerability related to the ability to be a whole hearted person.  This required time and effort.   Because she was motivated, she sought out a therapist who help her learn about and become vulnerable.  Most of us have the ability to be vulnerable, to love and be a “whole hearted person”.

Triggers

The last component necessary to change behavior is to have a trigger.  Triggers can vary, however Fogg points out three specific triggers: facilitator, signal and spark.  In Brown's case, her research was the facilitator.  Through her research, she saw a pattern of vulnerability with those that she considered to be “whole hearted”.  This sparked her curiosity. What are the choices contrary to the norm that the “whole hearted” are making?  She makes compelling arguments as to why being vulnerable is so essential to our well-being.

Process Premises

Brown has a very humorist approach to persuade and motivate us to desire for change.  She touches on all the areas of the process premises in her speech including needs, emotions, attitudes, consistency.

We all have the need to feel connected.  We all on some level feel shame out of fear of not being connected.  This shame makes us feel vulnerable.  We try to avoid vulnerability as it does not bring us pleasure.  What she discovered however, is that when we numb ourselves from vulnerability we inadvertently hamper our ability to experience things in life such as joy, gratitude and happiness. Brown appeals to our need to have such positive emotions, which will avoid the alternative of feeling unhappy and depressed.  Brown has a very positive attitude and with ease, insists that we as well can win our lives back.  She conveys that life is imperfect, but we are worthy of being loved and capable of being amazing.  We must be consistent in allowing ourselves to be vulnerable.  She suggests that when we let ourselves been seen, love without any guarantees,  practice gratitude and joy instead of worrying about what catastrophe is around the corner and believing that we are enough, it will allow all of us to be better people.   

Brown took these three elements: motivation, trigger and abilities to make a change in her life.  Through this process she claims she won her life back.  By learning to be vulnerable she could work better, love better, and be a better mother and a better person.  By her being vulnerable to her own audience, she was motivational and left the listeners persuaded and excited with the possibility of allowing vulnerability into their lives, thus creating an improved more joyous fulfilled life. 

I am so excited to be back in class......

Said no one, EVER...!!