說得 意思疏通에 대한 認知的 分析 - 프레임 變化를 이끄는 說得的 要素 分析 -

초록

The purpose of this study is to analyze the persuasive structure in communication based on cognitive theory. It is to find out the aspects of successful and unsuccessful persuasive communication, focusing on the frame theory and the cognitive consistency theory. The vague way of moving the actual frames does not clarify why the movement and agree- ment is involved in persuasion. These limitations were to be studied through the cognitive consistency theory, but because the cognitive con- sistency theory is a theory about rational and emotional factors that lead to change in the attitude, which gives the important implications in explaining the movement of frames. According to the cognitive consistency theory, people will be cognitively stuck in discordant when they are introduced to other infor- mation which differs from their thoughts, and in order to cope with this, they change their own thoughts. This theory explains that the shift in the way they think is based on the internal reasonableness, and in building the reasonableness, reason as well as emotional factors are largely at work. Based on these theories, this study have been done through cases about the role of reason and emotion involved in the movement of the frames.

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