1. 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

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

3. 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

4. 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

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

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

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

8. 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

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

10. Effective persuaders ... Intimate ongoing relationship with audienceto
communicate the value of product, service, idea

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