Short answer
Broaden the range of values addressed in persuasive communication to ensure inclusivity and wider audience engagement.
- Field
- Innovation & Design
- Source
- National Forensic Journal (2020)
- Method
- Content analysis
- Sample
- 56 speeches
- Evidence
- Moderate effect
The dominant value appeals in persuasive speeches delivered in competitive oratorical contests have narrowed over time, potentially excluding diverse perspectives. This innovation & design research insight is drawn from a 2020 study published in National Forensic Journal. Using Content analysis with 56 speeches, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Broaden the range of values addressed in persuasive communication to ensure inclusivity and wider audience engagement.
Value Appeals in Persuasive Communication Shift Towards Exclusivity
The dominant value appeals in persuasive speeches delivered in competitive oratorical contests have narrowed over time, potentially excluding diverse perspectives.
National Forensic Journal · 2020
Key Findings
- 01The diversity of value appeals in the final round speeches decreased in the latter decade of the study period.
- 02Certain values became more dominant, while others appeared less frequently.
Application
Design takeaway
Broaden the range of values addressed in persuasive communication to ensure inclusivity and wider audience engagement.
How to apply
When developing marketing materials, user interface copy, or product narratives, analyze the underlying values being communicated and ensure they represent a diverse range of potential user motivations and beliefs.
Project actions
- 01When analyzing existing designs or communication, identify the core values they are trying to evoke.
- 02Consider if these values are universally appealing or if they might alienate certain user groups.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Longitudinal analysis over two decades provides insight into trends.
- +Focus on a specific, measurable communication output (speech introductions).
Limitations
The findings are specific to oratorical contests and may not directly translate to other design or communication fields.
Reliability & validity
The reliability of content analysis depends on clear coding schemes and inter-coder reliability. Validity is enhanced by grounding the analysis in established theories of persuasion.
Think critically
How might the competitive nature of the oratorical contest have influenced the narrowing of value appeals, and what are the ethical implications of such trends for broader societal communication?
Design Principles
"Inclusivity in value communication fosters broader resonance and acceptance."
Understanding how value appeals evolve in persuasive communication is vital for designers and communicators aiming to connect with broad audiences. A narrowing of appeals can inadvertently alienate segments of the population, impacting the reception and effectiveness of a design or message.
What This Means for Your Design
Winning speeches in a public speaking competition started using fewer types of values to persuade people over time, which might make them less relatable to a wider audience.
How to use in your project
- 1.This research can inform the analysis of persuasive elements in existing products or campaigns, highlighting how value appeals might be limiting their reach.
Add to My Project
Quick Cite
Paragraph starter
The analysis of value appeals in persuasive communication, as demonstrated by Carson S. Kay and Eric Mishne (2020), reveals a trend towards decreased diversity in appeals over time within oratorical contests. This suggests that persuasive strategies can inadvertently narrow their focus, potentially limiting their reach and inclusivity. Designers should consider this phenomenon when developing communication strategies, aiming for a broader spectrum of value appeals to ensure wider audience engagement and avoid alienating potential users.
Source
National Forensic Journal
What We Value: Trends in Value Appeals of Interstate Oratory Contest Final Round Speeches
journal · 2020
View sourceQuestions About This Research
- What does the research say about value appeals in persuasive communication shift towards exclusivity?
- Broaden the range of values addressed in persuasive communication to ensure inclusivity and wider audience engagement. Evidence: National Forensic Journal (2020).
- Why does "Value Appeals in Persuasive Communication Shift Towards Exclusivity" matter for design?
- Understanding how value appeals evolve in persuasive communication is vital for designers and communicators aiming to connect with broad audiences. A narrowing of appeals can inadvertently alienate segments of the population, impacting the reception and effectiveness of a design or message.
- How can designers apply this research?
- Broaden the range of values addressed in persuasive communication to ensure inclusivity and wider audience engagement.
- What were the main findings?
- The diversity of value appeals in the final round speeches decreased in the latter decade of the study period.. Certain values became more dominant, while others appeared less frequently.
- What research method was used?
- Content analysis with 56 speeches.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2020 journal from National Forensic Journal.
- What should I do differently in my next project?
- When developing marketing materials, user interface copy, or product narratives, analyze the underlying values being communicated and ensure they represent a diverse range of potential user motivations and beliefs.
- What are the limitations?
- The study is limited to a specific type of competitive communication and may not reflect general persuasive trends across all contexts.