Page 166 - Media Effects Advances in Theory and Research

Chapter 7

Mass Media Attitude

Change: Implications of

the Elaboration Likelihood

Model of Persuasion

RICHARD E. PETTY
Ohio State University

JOSEPH R. PRIESTER
University of Michigan
PABLO BRIÑOL
Universidad Autonoma de Madrid

It is conceivable that one persuasive person could, through the use of mass
media, bend the world’s population to his will.
(Cartwright, 1949, p. 253, in summarizing
earlier views on the power of the media)

Undoubtedly, few social scientists today think that the mass media have
the power to sway huge audiences to the extent once believed likely.
Nevertheless, the technological advances of the last century—from the
first primitive radio broadcasts to today’s high-speed mobile Internet
devices—have made it possible for individual communicators to have
access to unprecedented numbers of potential message recipients. Mil-
lions of dollars are spent worldwide each year in attempts to change peo-
ple’s attitudes about political candidates, consumer products, health and
safety practices, and charitable causes. In most of these instances, the ulti-
mate goal is to influence people’s behavior so that they will vote for cer-
tain politicians or referenda; purchase specific goods; engage in safer dri-
ving, eating, and sexual activities; and donate money to various religious,

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