Persuasion TECM 4180 Dr. Lam

Let’s Review Our last theme was “write like a technical communicator” SO…what’d we learn? Technical Style? Writing with a purpose? Writing for an audience? Writing instructions?

“Thinking” like a technical communicator This week we’ll learn to “think” like a technical communicator. This involves a few key concepts: Thinking strategically and communicating persuasively Conducting research and writing proposals Drafting prose elements (intro’s and conclusions)

What we’ll cover today Short intro to Aristotelian rhetoric Guidelines for persuasive thinking and communication Examples from the web

Rhetoric Write down the first thing that comes to mind when you hear this word

Why is thinking strategically and communicating persuasively so important? Some communication is overtly persuasive, but all communication should persuade ? Text message? Instructions? Proposal? Even when a communication’s primary goal isn’t to persuade, we’re always trying to convince our audience of something (attitudes or actions, or both)

Let’s start with Aristotle Ethos—ethical/personal appeal (trustworthiness/credibility) Logos—logical appeal Pathos—emotional appeal /k.C7E9/About_Us.htm /k.C7E9/About_Us.htm /k.5C4E/Financial_Information.htm /k.5C4E/Financial_Information.htm /k.7B16/Newborn_and_Child_Survival.htm /k.7B16/Newborn_and_Child_Survival.htm

Now that we can identify appeals, let’s get pragmatic 1.Reason soundly 2.Listen and respond flexibly to what you hear 3.Focus on your readers’ goals and values 4.Address your readers’ concerns and counterarguments 5.Organize to create a favorable response 6.Build an effective relationship with your readers 7.Persuade ethically

Reason Soundly Evidence The facts, observations, and other evidence that support your claim Line of Reasoning The connection linking your claim and evidence; the reason your readers should agree that your evidence supports your claim Claim The position you want your reader to accept

Example- Reasoning Evidence Other universities have built new student unions to build stronger community, retain undergraduates, and provide a better experience for students. Line of Reasoning ??? Claim Building a new student union at UNT will be beneficial to the university.

A different example Evidence Survey of faculty attitudes revealed positive support for a new union. Faculty cited the updated union would provide more physical space to convene and study. Line of Reasoning ??? Claim Building a new student union at UNT will be beneficial to the students of the university.

Crafting your line of reasoning Sometimes it’s self-evident If a claim is: “Renting the office space will generate $2400 a month” Evidence is: “Below is a signed agreement to rent the office space for $2400 a month” Sometimes it requires explicit reasoning If a claim is: “Renting the office space will generate $2400 a month” Evidence is: “The three buildings nearest to us rented between $2200/month and $2600/month Line of reasoning: “All three buildings are extremely close in square footage and amenities. Therefore, they are directly comparable to our building. Be careful not to overgeneralize “Women talk more than men” “All politicians are crooks” You may need to hedge or contextualize your line of reasoning You may need to overcome objections using your line of reasoning

Present Sufficient and Reliable Evidence Sufficient evidence means providing all relevant details E.g., Credit card companies should be to solicit on college campuses. Reliable evidence means using evidence your reader will likely accept Empirical vs. anecdotal evidence Data Expert testimony Examples

Listen and respond flexibly to what you hear To be persuasive, you must be a good listener You may have an idea, a good idea, but your reader will never be persuaded if you don’t present it to them in the way they need or expect Be flexible in your engagements If they expect or want a more humanistic approach, ditch the logos appeal and move onto an ethos or pathos appeal

Address your readers’ concerns and counterarguments It’s easy to focus on your own reasons and argument It’s harder to anticipate reader questions Research shows that it’s essential because readers formulate opinions as they read

Organize to create a favorable response Direct vs. Indirect organization Direct begins with main point and then presents evidence Indirect postpones the main point Use direct for favorable response Use indirect for a possibly negative response

“Tight” Communication is important Organization among key ideas or sections in a document is essential for persuasion If a reader has trouble making connections, they are going to have trouble buying your argument

Build an effective relationship with your readers Consider credibility Expertise Trustworthiness Group membership Dynamic appeal Power Present yourself as a “friend” Praise your readers Present yourself as your readers’ partner Show that you understand your reader Maintain a positive and helpful stance

Let’s watch 1.Identify claims, evidence, and line of reasoning is used in this clip 2.What kinds of appeals does the speaker use? (ethos, logos, pathos) 3.Does the speaker address counterarguments adequately? Why or why not? 4.Does the speaker use a direct or indirect approach? 5.How does the speaker establish credibility?

Let’s look at credibility

A

B

A or B? Which did you choose?

A

B

A or B?