Case 8: Analyzing the Persuasiveness of a Website

Background

“As you know,” Laramie McIvers says, “we’re carrying out our annual review of our campaigns, and I’d like you to help me with Kentucky Fried Cruelty.” Laramie oversees the media campaigns run by People for the Ethical Treatment of Animals (PETA), the animal-rights organization, and you are his assistant. You are a communications major serving as an intern. You are a vegetarian who is sympathetic to the general outlines of PETA’s message, although you don’t see yourself as an activist.

“Okay,” you say. “What would you like me to do?”

“Take a look at the pages for Kentucky Fried Cruelty. As you know,” Laramie says, clicking to the page on the PETA FAQs that discusses the organization’s approach to dealing with the media (Document 8.1), “we’re in-your-face, and we don’t apologize for it. Torturing animals is wrong, and we’re going to do what it takes to get that message out.”

“I got that,” you say. “Anything in particular you’re concerned about?”

“Not really,” he says. “But it’s been a while since we’ve reached out to our members and the rest of the public about our tactics. I’d like you to design some kind of survey to find out what the public thinks about the Kentucky Fried Cruelty site. What’s working? What isn’t?”

You pull up the Kentucky Fried Cruelty home page (Document 8.2).

“Can I use our Facebook page?”

“Sure, that’s a good idea.”

“Can I set up some kind of contest or something?”

“Whatever you think will work.” He gives you a budget and a deadline.

Download the documents below, and then begin your assignment.

Download a copy of Document 8.1. Download a copy of Document 8.2.

Your Assignment

Once you’ve familiarized yourself with the case background and documents, complete the assignment below. Your instructor will tell you how he or she would like you to submit your work.

1. Study the pages that make up the Kentucky Fried Cruelty site. Using the discussion of persuasion in Chapter 8 (including the sections on kinds of evidence, considering opposing viewpoints, and appealing to emotions responsibly), draft a set of questions that you can put on the PETA Facebook page that will help you understand people’s attitudes toward this PETA campaign. (For information on writing questionnaires, see Chapter 6).

2. Write a 1,000-word memo to Laramie describing your thinking about your draft questionnaire. Explain what you think the potential problems are with the persuasiveness of the various pages on the site, and explain why your questions will elicit useful information about people’s attitudes toward PETA.

Reflecting on Your Work

Once you’ve completed your assignment, write a reflection about your work using the prompt below.

Question