... mind' of the target. Thus, persuasion must induce attitude change, which entails affective (emotion-based) change. Although persuasion is more difficult to induce, its effects last longer because the target actually accepts and internalizes the advocacy." (Rhodes, 1999). There are various methods used to persuade. These include: writing, speaking (debate), using fear or authority, THE DOMINO MODEL The process by which a target group is expected to be "persuaded" (i.e., reach a certain behaviour) is outlined - for better or worse - in the Domino model, whereby a message is introduced to a target group. This in turn imparts knowledge, hopefully changing the group's attitude and, in turn, its behaviour. The Domino Model (above), as cited in Grunig and Hunt in 1984, shows four stages in the communications process. It states that in order to bring about a change in behaviour (persuasion) a target group has to: 1. receive a message, ...

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