As an aspiring media practitioner, it is crucial to learn and understand how to craft and utilize various forms of persuasive writing. Which led me to ask, what happens during the message-processing part of the persuasion process?

Researches have been studying the reasons why others can persuade us with their requests, ideas or messages. A model used to explain how attitude change occurs is the elaboration likelihood model, developed by Petty and Cacioppo (1986). The elaboration likelihood model (ELM) states that there are two routes for processing information, which can lead to a change in attitude or behavior.

The first…


We live in the age with advance rapid information technology, equipped with computers and mobile devices capable of tuning into television channels, commentary content and other types of specialized media. It can be overwhelming and at times confusing to acquire a complete understanding of a single topic. With the ability to access diverse sources of information, I have become more aware on how I choose to gather the news and information in an effort to dissect the subject fed to me and try my best to reach my own conclusions.

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The rise of opinion leaders.

The increase in skepticism towards the traditional media has created…


To explain how the media operates within the audiences’ minds, communication scholars in the 1930’s crafted what is known as the Hypodermic Needle Theory. This theory held its belief that all humans react in the same way, to stimuli. Giving the impression that the media was able to inject its message into the peoples’ brains as propaganda and manipulation like a syringe. This concept sees the audience as a vulnerable and passive. Are we as vulnerable as this theory states or are we resistant to media influence?

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The power of the media.

Lets take some time down memory lane. In the fall of 2020 the…


Globally, 815 million people are undernourished, and as many as 2 billion suffer from nutrient deficiencies. If that number seems large, take into consideration that 3.7 million people (about twice the population of Cali, Colombia) in Guatemala continue to face elevated levels of acute food insecurity in regions such as Alta Verapaz, Baja Verapaz, Chimaltenango, Chiquimula, El Progreso, Huehuetenango, Jalapa, Jutiapa, Quetzaltenango, Quiché, San Marcos, Santa Rosa, Sololá, Suchitepéquez, Totonicapán and Zacapa. These regions have been classified by the Integrated Food Security Phase Classification (IPC) as being in Crisis (IPC Phase 3). According to the U.N., Latin America and the…

Paloma Sierra Rivera

Customer care professional completing an MA in Global Strategic Communications at UF. Adept at building brand trust and loyalty, seeking to connect and expand.

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