The Role of Intensity
These propositions give rise to the impact of language intensity—defined by John Waite Bowers as a quality of language that "indicates the degree to which the speaker's attitude toward a concept deviates from neutrality"—on persuasive messages. Theorists have concentrated on two key areas: (1) intensity of language when it comes to gender roles and (2) credibility.
The perceived credibility of a source can greatly affect a message's persuasiveness. Researchers found that credible sources can enhance their appeal by using intense language; however, less credible speakers are more persuasive with low-intensity appeals. Similarly, females are less persuasive than males when they use intense language because it violates the expected behavior, but are more persuasive when they use low-intensity language. Males, however, are seen as weak when they argue in a less intense manner. Theorists argue further that females and speakers perceived as having low credibility have less freedom in selecting message strategies and that the use of aggressive language negatively violates expectations.
Read more about this topic: Language Expectancy Theory
Famous quotes containing the words role and/or intensity:
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The irony of the role of women in my business, and in so many other places, too, was that while we began by demanding that we be allowed to mimic the ways of men, we wound up knowing we would have to change those ways. Not only because those ways were not like ours, but because they simply did not work.”
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