The elaboration likelihood model (ELM) is a theory of persuasion that suggests that “there are two different ways people can be persuaded of something, depending on how invested they are in a topic,” (ThoughtCo.).

There are two routes through which information is processed that can lead to attitudes being changed:

1. “The central route – the information is actively processed, and the individual evaluates it in a rational manner; and
2. The peripheral route, where the receiver does not actively process the information in a cognitive sense but instead relies on peripheral cues, such as the style of the message, the credibility of the source, her own mood, etc.” (Rosenberg & Victor, 2017).

1^st source

When we process information via the central route, we are making more logical and informed decisions. The peripheral route often leads us to make less informed and logical decisions, because we are focused on outside factors instead of the message itself.

As a future media practitioner, I will need to create messages that persuade my audience to complete a certain action. In order to do this successfully, I will have to consider both the central and peripheral route. These messages could be broadcasted via speeches, commercials ads, television, or social media.

One way to consider the central route when crafting messaging is to make sure my argument is logical. I also need to make sure that my message is succinct, easy to understand, and flows well. If I am writing copy for an ad, I will consider the central route by creating copy that has a call-to-action and is easy to read.  I will consider the peripheral route by creating a pretty background for the ad or using bolded lettering to draw attention to the content.

If I need to pitch a social media campaign to team members, I will consider the central route by making sure that my presentation’s message is clear, well-researched, and flows well. I will consider the peripheral route by creating an aesthetically pleasing background, big font, and speaking enthusiastically while pitching.

Understanding the elaboration likelihood model will help me find the right balance between creating strong and logical arguments and relying on other secondary factors like photography quality or celebrity endorsements to draw the audience in.