Oral Persuasion (Ong.1982) Needs special consciousness requires memory aids involves less abstract thought is more redundant is best when the audience knows you and vv involves story-telling or oratory skills

Literacy 3000 years after speech/1st ABC - Greek - 1500BC/1440s - literary age begins Print=linear Abstract thought = possible sende-receiver relationship=remote persuaders use evidence

Electronic Age TV dominates Electronic communication reunites sender+receiver Audiences are larger, more diverse Audiences have more control Information is decontextualised Visuals play a decisive role

With electronic communication, persuaders can... enter the home restructure the audience’s sense of time, space and identity (and must) make the audience feel present

Interactive Age Chatrooms Video-conferencing The persuader has a purpose The persuader establishes and develops interpersonal relationships

Internet Interactive user power communication through ‘virtual’ time/space we know people ‘virtually’ the audience feels it has the power of influence

Post-Modern Society The audience can access more information Persuasion is audience-oriented Persuaders need sophisticated audience analysis Persuasion is no longer cause/effect

The modern persuader ... Has to remove ‘audience barriers’ has to use irony has to use identification has to tell the audience what to think about, not what to think has to tell the audience about the idea

Persuaders in contemporary society 4 objectives forming relationships repetition electronic eloquence commoditization

Effective persuaders ... Intimate ongoing relationship with audience to communicate the value of product, service, idea

Challenges Information overload understanding process - gatekeeping, filtering self-concept: influenced by persuaders