Social Judgement Theory
Social Judgement Theory
Social judgment theory is one of the approaches that are essential when establishing a persuasive message. It reveals that a communicator must understand the listener before passing on the information. This paper explores Michael’s reaction towards the investigator based on an excerpt from the Blind Spot movie.
Social judgment theory is based on the anchor point, latitude of acceptance, latitude of rejection, and ego of involvement. Michael’s anchor is about obtaining a new home because he was a homeless person and could suffer. He found a new family that adopted him and has looked for a scholarship for him. The actions of the new family give him joy and satisfaction.
The latitude of acceptance is a continuum in an individual that allows them to receive information quickly. According to Salazar (2017), individuals accept new information that affirms and strengthens their beliefs. For example, Michael is willing to hear the information about moving to Ole Miss because his new family went there and loved the place. He also believes that moving to Ole Miss will help to achieve his dreams of obtaining happiness and joy in his life.
The level of non-commitment is where individuals remain neutral to new information. For example, Michael remains neutral regarding his movement with his new family to Ole Miss. He is not decided whether to reject the invitation or to accept it readily. He will quickly move with them to Ole Miss because he believes that will add value to his life.
New information can fall on the latitude of rejection where an individual does not want to hear about the message. For example, Michael became angry when the investigator explained that he was adopted to be used as an athlete. Michael did not believe in her words because they were far away from his anchor point.
Finally, the reaction of Michael reveals his ego involvement in the issue. His ego involvement is high because he deeply cares about his new relationship with his family. Any new information that is not promoting his decision falls on a low scale of his ego-involvement, and that is why he rejected the investigator’s message.
Salazar, L. (2017). Changing resistant audience attitudes using social judgment theory’s “anchor” point perspectives. Communication Teacher, 31(2), 90-93. https://doi.org/10.1080/17404622.2017.1285412