1. Sports Media’s Impact on Social Media:
Applying Elaboration Likelihood Model
to
James Caldwell

2. History
• Began as Cold Pizza Segment
• Known as First and Ten
• Popularity drew more
prestige, which allowed for it
to spin off as First Take

3. Elaboration Likelihood
Model
• is a model of how attitudes are formed and changed
that was developed by R. E. Petty and J. T. Cacioppo in
the early 1980s). Central to this model is the
"elaboration continuum", which ranges from low
elaboration (low thought) to high elaboration (high
thought). The ELM distinguishes between two routes
to persuasion: the "central route," where a subject
considers an idea logically, and the "peripheral route,"
in which the audience uses preexisting ideas and
superficial qualities to be persuaded.

4. Central
The central route to persuasion
involves being persuaded by
the arguments or the content of
the message. For example, after
hearing a political debate you
may decide to vote for a
candidate because you found
the candidates views and
arguments very convincing.

5. Peripheral
The peripheral route to persuasion involves being
persuaded in a manner that is not based on the
arguments or the message content. For example,
after reading a political debate you may decide to
vote for a candidate because you like the sound of
the person's voice, or the person went to the same
university as you did.
The peripheral route can involve using
superficial cues such as the attractiveness of the
speaker.

6. Skip Bayless Stephen A.
Smith

7. Example
• http://www.youtube.com/watch?v=YlxiuOvVT8g

8. Method
Apply the twitter feeds during this episode
and compare them to understand the
persuasive interpretation of the messages.

9. Messages received
• @bjo109 only 1st season starting & u talk like he's been
playing like this 4 5 years in NFL. won more gms < 1
season than Orton in past 26!
• Gillie a beast doe@TebowBandwagon LETS GO
#TEBOWTIME #BELIEVE r.t to everyone!
• @bigwandoI'm sick to my stomach. You can't fight
Divine Intervention. Clearly -- with Tebow -- That's
what is at work here. I give up!

10. Discussion