Responds to a paper by Brant Burleson and continues the dispute regarding whether argument-as-product or argument-as-interaction should be regarded as the paradigm case or exemplar of argument. Defends the primacy of the interactional view by reference to the shortcomings of the serial predicative view. (JMF)

Attitude changes in those who receive messages can be affected by the conditions of explicitness and effort under which the messages are transmitted. Messages produced under conditions of "publicness" will change more attitudes among receivers than those produced under more private conditions. Likewise, subjects who receive messages under a…

The author suggests that we are moving into an era where skills in persuasion are considered prerequisite to other management skills and discusses the emphasis on interpersonal communication as a continuing process that serves the purpose of making known and available to an industrial group the resources of individual human beings. He cites the…

This book is a collection of fourteen papers presented at the communication colloquium of the University of Wisconsin--Milwaukee, during the 1967-68 academic year. The essays have been organized into three sections. Section I: "General Perspectives on Communication" contains presentations which are addressed to basic theoretical and conceptual…

Initial credibility, use and non-use of evidence, and language intensity manipulate belief formation and change. Evidence supports the hypothesis that if a group of subject is exposed to a communicator who carries impressive credentials, uses specific data, and phrases a message in intense, fear-producing terms, the subjects will respond with…