The 1940s marked a turning point in the study of mass communication and the influence of the media in society, and Yale University played a fundamental role in this historical context. In that period, World War II was in full swing, and propaganda played a crucial role in the mobilization of masses and the formation of public opinion. Academics and governments began to realize the power that the media had to mold the perception and attitude of the people, and this generated a growing interest in understanding how this process worked. It was in this context that Yale's persuasion theory began to develop. Yale researchers, such as Carl Hovland, Paul Lazarsfeld and Harold Lasswell, dedicated themselves to studying how media messages influence public opinion and how they can be used effectively to change attitudes and behaviors. These academics realized that persuasion was not a simple process, but that it involved a series of interrelated factors, such as the source of the message, the content of the message, the means of communication used and the receiving audience. One of the best known experiments in YALE during this period was the study on propaganda and political persuasion, which examined how persuasive messages could change the political attitudes of people. This study revealed that factors such as the credibility of the source and the structure of the message were critical for the success of persuasion. In addition, it was discovered that the repetition of the message and the interaction between the audience played an important role in the formation of attitudes. As the 1950s advanced, Yale's persuasion theory continued to evolve. More complex models were developed to understand the persuasion process, such as the two -step model of Lazarsfeld, which highlighted the importance of opinion leaders in the dissemination of persuasive messages. In addition, attention began to pay attention to the fact that persuasion does not always lead to immediate change in attitudes, but sometimes acts as a long -term process. The historical context of the time also influenced Yale's investigation into persuasion. The cold war and the growing concern for communist propaganda led to an increase in research on propaganda and political persuasion. Yale's academics played a fundamental role in the development of communication strategies to counteract the influence of enemy propaganda.
Despite having been developed decades ago, this theory remains relevant today due to its ability to provide a solid framework to understand how persuasive messages affect people's attitudes and behaviors. One of the most important aspects of Yale's persuasion theory is its emphasis on the importance of the source of the message and credibility. According to this theory, persuasion is more effective when the message comes from a credible source. This idea has been fundamental in the field of advertising, where companies seek to use celebrities or experts in a specific field to support their products or services. The idea is that the audience will be more receptive to the message if you trust the source. In addition, Yale's persuasion theory has had a significant impact on politics. Politicians and electoral campaign strategists have used the principles of this theory to design persuasive messages that can gain votes. Understand how to build a credible image and how to present arguments effectively has been essential in the world of politics. In the field of psychology, this theory has contributed to the study of how people process persuasive information. It has been used to analyze how people react to different types of messages and how persuasion can influence their decision making. Yale's persuasion theory has helped psychologists better understand psychology behind persuasion and has provided a solid basis for additional research in this field.