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dc.contributor.advisorDuffy, Margaret E., 1950-eng
dc.contributor.authorHague, Mary Catherineeng
dc.date.issued2008eng
dc.date.submitted2008 Springeng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionThesis (M.A.) University of Missouri-Columbia 2008.eng
dc.descriptionTitle from title screen of research.pdf file (viewed on July 13, 2009)eng
dc.descriptionThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.eng
dc.description.abstract[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] Each Air Force Base throughout the world has a Public Affairs team dedicated to communicating information about a base's specific mission and, ultimately, gaining/maintaining local interest and support. This study specifically looks at the local Air Force mission in Denver/Colorado Springs, Colo. - our nation's mission in Space. By employing qualitative methods based on the Elaboration Likelihood Model, this thesis attempts to explain how perceptions and attitudes about the Air Force are formed, and then applies this theory to determine how Public Affairs people, through effective communication, can best persuade target audiences to support their hometown Air Force mission through the model's two routes to persuasion - central and peripheral. Information attained from this study suggests that the central route (message-based) should be chosen for Air Force messages, while the peripheral route (cue-based) should be chosen for Space-specific messages - a combination of routes is ideal. The study could benefit mass communication scholars and professionals through its exploration of the overarching concepts of persuasion and attitude formation. It also expands the density of qualitative research in regards to the Elaboration Likelihood Model because this theory is usually the backbone for quantitative exploration.eng
dc.identifier.merlinb70514677eng
dc.identifier.oclc424524952eng
dc.identifier.urihttps://hdl.handle.net/10355/6677
dc.identifier.urihttps://doi.org/10.32469/10355/6677eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsAccess is limited to the campuses of the University of Missouri.eng
dc.subject.lcshUnited States -- Air Forceeng
dc.subject.lcshMass media and public opinioneng
dc.subject.lcshFans (Persons) -- Attitudeseng
dc.titleThe route to persuasion: gaining/maintaining local support for the hometown Air Force missioneng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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