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Richard M. Perloff is a scholar of persuasion and political communication perceptions and effects. The author of academic textbooks on persuasion and political communication, as well as theoretical review articles on mass communication, he is a professor of communication, psychology, and political science at Cleveland State University. One of his scholarly emphases has been the intersection between social psychology and mass mediated communication. Perloff has championed the idea that you cannot understand the persuasive message without appreciating the mind, and that the mind cannot be fully grasped without comprehending the ways messages influence people. In his textbook, ''The Dynamics of Persuasion: Communication and Attitudes in the 21st Century'', he offered a scholarly and accessible introduction to core issues in the field, including definitions (persuasion, coercion, attitudes, the myth of brainwashing), the nature of attitudes, social psychological and communication theories of persuasion, and applications to advertising and health campaigns. The book, named as an Outstanding Book by ''Choice'' when it was first published in 1993, is a major scholarly textbook on persuasion. Perloff is well-known in academic circles for his work on the third-person effect, the perception that mass communication exerts a stronger impact on others than the self. In a media age individuals develop perceptions of media effects, these perceptions have psychological undercurrents, and can themselves have behavioral effects, resulting in a complex process by which mass and political media exert indirect effects on the body politic, mediated by perceptions of media impact on others. In an early, widely-cited ''Communication Research'' article on perceptions of media bias, Perloff showed that pro-Israeli and pro-Palestinian partisans perceived media coverage to be biased against their side and likely to cause neutral individuals to be more unfavorable toward their social groups. Perloff also authored two major integrative reviews of third-person effect research, published in the ''International Journal of Public Opinion Research'' and ''Media Psychology'', as well as a 2009 chapter in ''Media Effects: Advances in Theory and Research'' that articulated psychological mediators and potential influences of third-person perceptions. As a result of this work and leadership in the Midwest Association for Public Opinion Research (MAPOR), Perloff was named a MAPOR Fellow in 2003. In addition to the third-person effect reviews, Perloff wrote a theoretical rejoinder and statement about the role of theory in mass communication that appeared in the November, 2013 issue of the journal, ''Communication Theory''. Critiquing the notion that the discipline had amassed little knowledge, Perloff reviewed conceptual and empirical advances in areas encompassing media violence and political communication, pointing to scientific progress and arguing that, in an era of dizzying technological changes, theoretical perspectives that call on classic and contemporary processes can be helpful in clarifying the quintessential issue of media effects. In 2014 the article received the Amsterdam School of Communication Research McQuail Award for the best article advancing communication theory that was published in a peer-reviewed journal the previous year. He has written other scholarly textbooks, including ''Political Communication: Politics, Press, and Public in America'', published in 1998, and ''The Dynamics of Political Communication: Media and Politics in a Digital Age'', published in 2014. Guided by the Pascalian mantra that truth can best be glimpsed not “by being at one extremity, but rather by touching both at once,” the book synthesizes political media effects, with chapters focusing on normative political models, the media’s role in democratic citizenship, and media impact on elections, while also debunking popular myths, such as liberal media bias, the notion that negative advertising is bad for democracy, and the simplistic, romantic idea that political communication was better in days of yore. Other books include, in the political area, the edited volume (with Sidney Kraus), ''Mass Media and Political Thought: An Information-Processing Approach'', and, in the health arena, ''Persuading People to Have Safer Sex: Applications of Social Science to the AIDS Crisis''. Born on July 28, 1951, Perloff grew up in Chicago and West Lafayette Indiana, famously dubbed in the 1960s “the hotbed of student rest.” He did his undergraduate work at the University of Michigan (serving as an editorial page editor of ''The Michigan Daily''), received a Master’s from the University of Pittsburgh, a doctorate in mass communications from the University of Wisconsin, and a postdoctoral fellowship in social psychology and communication from Ohio State University. His writing for the popular press includes letters to ''The New York Times'' and ''The New Yorker'' applying communication concepts and the third-person effect to political and media controversies, as well as a number of journalistic features. These include articles on the 50th anniversary of the Eichmann trial and a two-part series on two young adults’ discovery of Orthodox Judaism for ''The Cleveland Jewish News'', and on wheelchair basketball for ''Cleveland Scene''. The features won awards from the Ohio Society of Professional Journalists and the Press Club of Cleveland respectively. More recently, he wrote articles for Belt Magazine on the poignant experiences of Rust Belt students working to gain a college education and on the adjunct faculty movement. He also wrote as a well-received op ed in The Plain Dealer on the 60th anniversary of the Emmett Till tragedy. A long-time member of the communication faculty at Cleveland State University, he served as chair and founding director of the School of Communication from 2003 to 2011. ==Selected publications== *Perloff, R.M. (2014). ''(The dynamics of political communication: Media and politics in a digital age )''. New York: Routledge. http://www.routledge.com/communication/articles/featured_author_-_richard_perloff/ *Perloff, R.M. (2014). ''(The dynamics of persuasion: Communication and attitudes in the 21st century'' (5th ed. )). New York: Routledge. *Perloff, R.M. (2009). ''Mass Media, Social Perception, and the Third-person Effect''. In J. Bryant & M.B. Oliver (Eds.), ''(Media Effects: Advances in Theory and Research )'' (3rd ed., pp. 252-268). New York: Routledge. *Perloff, R.M. (2001). ''(Persuading People to have Safer Sex: Applications of Social Science to the AIDS Crisis )''. Mahwah, NJ: Lawrence Erlbaum Associates. *Perloff, R.M. (1998). ''(Political Communication: Politics, Press, and Public in America )''. Mahwah, NJ: Lawrence Erlbaum Associates. *Kraus, S., & Perloff, R.M. (Eds.) (1985). ''Mass Media and Political Thought: An Information-processing Approach''. Newbury Park, CA: Sage. *Perloff, R.M. (2013).(Progress, Paradigms, and a Discipline Engaged: A Response to Lang and Reflections on Media Effects Research ). *Perloff, R.M. (1989). ''(Ego-involvement and the Third-person Effect of Televised News Coverage )''. (Communication Research ), 16, 232-262. Academic Journal Articles *Perloff, R.M. (2014, in press). (Social media effects on young women’s body image concerns: Theoretical Perspectives and an Agenda for Research. ''Sex Roles'' ). *Perloff, R.M. (2013). (Progress, paradigms, and a discipline engaged: A response to Lang and reflections on media effects research. ''Communication Theory, 23 )'',317-333. *Perloff, R.M. (1999). ,'' 353-378.(The third-person effect: A critical review and synthesis ). (Theoretical integration essay). ''Media Psychology, 1 *Perloff, R.M. (1993). Third-person effect research 1983-1992: A review and synthesis. ''International Journal of Public Opinion Research, 5,'' 167-184. *Perloff, R.M. (1989). (Ego-involvement and the third person-effect of televised news coverage. ''Communication Research, 16 ),'' 232-262. Journalistic Features *Perloff, Rick (2014, March 20). “Third places” bring communities together. ''The Sun Messenger'', A1, A5. *Perloff, Rick (2013, September 6). Campus experience leads woman to Orthodox Judaism. ''Cleveland Jewish News'', pp. 12-13. *Perloff, Rick. Remembering Adolf Eichmann: 50 years later, Clevelanders recall trial that transfixed the world. ''Cleveland Jewish News'', August 12, 2011 (Cover story, 1, 20-21). 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Richard M. Perloff」の詳細全文を読む スポンサード リンク
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