Persuasion

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Persuasion

• Definitions

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Definitions

• 1. Persuasion as communication intended to
  influence choice.
• 2. Process of communication designed to modify
  the judgements of others, and in intended
  directions.
• 3. A change process resulting mostly from shared,
  symbolic thinking activity.

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Origin of Rhetoric

• Persuasion has been around since the dawn of
  human history. Formalized as a concept more than
  2000 years ago by the Greeks, who made rhetoric,
  the art of using language effectively and
  persuasively, part of their education system.
• Rhetoric is the expression of thought.
• Rhetoric is not what you say but how you say it.

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Origin of Rhetoric-cont

• Aristotle viewed rhetoric as a system of logic by
  which the truth of any given situation might be
  approached.
• Rhetoric is neither good or bad by itself, but
  can be used to effectively defend both truth and
  falsehood.
• Aristotle developed 3 persuasive approaches -
  ethos, pathos and logos.

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Ethos

• The expression of character in discourse or
  personal proof or what we call as credibility.
• Credibility is the degree of believability of the
  audience towards the source(writer).
• Credibility is your own reputation and it is very
  subjective.

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Pathos

• Form of persuasion based on emotion.
• It uses the emotions of fear, anger, compassion,
  pity, pride, guilt, reverence etc. to draw up
  sympathies/emotions of the audience.

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Logos

• The appeal of a logically developed argument.

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PERSUASION

• Paradigms of Persuasion

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Persuasion is a communication process to
influence others. It has a point of view or
desired behavior for the receiver to adopt in a
voluntary fashion.
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Intrapersonal Communication

• Activities such as thinking and listening.
• Persuasion- we psych ourselves up. (self
  -persuasion).
• It is the basis of personal problem solving
  called Rational Emotive Therapy.
• We engage our emotional reactions to events.
• Concepts of attitude, belief, values are related
  to persuasion

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Interpersonal Communication

• Dyadic communication.
• Involve daily lifestyle- from sales to eating
  choice. Everything has to do with persuasion.
• Professionals use persuasion to achieve goals.

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Group Communication

• The process of problem-solving involves specific
  solution we believe best meets the criteria for
  the course.
• Leadership too uses persuasion ( persuasive
  communication).

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Mass Communication

• Persuasion pervades the media.
• Advertising and public relations groups attempt
  to persuade by using mass communication channels.
• Each new technology (cyberspace, billboards, fax)
  brings opportunity to persuade and to be
  persuaded.

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Intercultural Communication

• Trade and diplomatic relations are through
  persuasive communication.
• Nations need to adapt their messages to each
  other in an attempt to influence the beliefs,
  values, attitudes and behaviors of receivers.
  (KFC)
• Within the country itself, cultural demographic
  are changing. Must understand how to persuade and
  how to respond to persuasion

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Tutorial 1

• Summarize the role of persuasion in your life.
• What are ways to build credibility?
• Discuss the practices that harm your credibility.