Persuasion Definitions

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.

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.

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.

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.

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.

Logos The appeal of a logically developed argument.

PERSUASION Paradigms of Persuasion

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.

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

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

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).

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.

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

Tutorial 1 1.Summarize the role of persuasion in your life. 2.What are ways to build credibility? 3.Discuss the practices that harm your credibility.