ABSTRACT
In order to survey the suasion attributes of Evolution Wars media, this chapter sets out fundamental concepts and theories associated with the study of persuasive communications. It considers how interest in media persuasion developed in conjunction with notions of propaganda and 20th-century apprehensions over communications technologies. A synopsis of eminent media effects models, persuasion theories, and decision-making research is then provided. Attention is directed to the Elaboration Likelihood Model of persuasion (ELM), with nods also given to the Cultural Cognition Thesis and the Moral Foundations Theory. The methods and data underpinning this book’s analysis are further outlined. Principally, in view of the ELM and peripheral cues, the chapter frames the content analysis process used to examine Evolution Wars media. This approach incorporated the qualitative coding of text-based media disseminated by Darwin-skeptics and counter-creationists, with the use of an inventory of ELM peripheral cues demonstrated to influence audiences. The chapter’s overview brings the book back to the supposition that persuasive mass media is an important component of the Evolution Wars in the same way that advertising is considered a crucial element of modern business strategies and military mass persuasion campaigns are recognized as a mainstay of contemporary warfare.
