Abstract

This editor’s introduction to the issue recalls the main methodological approaches to persuasion, rhetoric and propaganda in social psychology. It summarizes the classical theories issued from Hovland’s Yale Communication Program in experimental social psychology, like dissonance, attitude changes, inoculation approach, elaboration likelihood model. Yet there are, today, competing perspectives on persuasion, which turn attention to the meaning of persuasion in modern complex societies, in technology and the media. These perspectives place emphasis not on changes of attitudes, but on communication, social influence and group processes. It is shown that the collection of articles in this issue brings out these diverse approaches in social psychology. Broadly, it encompasses social psychological studies based on the research of attitudes and attitude changes on the one hand, and those based on the studies of influence and communication on the other