COMMUNICATION AND PERSUASION
Communication is a noun in English that is derived from the verb ‘communicate’ meaning ‘share or exchange information or ideas’. The important precondition for communication is the presence of two partners, one as a Sender or Transmitter and the other one as a receiver. Communication is an important function in what could be described as sociality among various organisms in nature. (sandeep deshmukh; group communication;1st edition 2008)
Human communicates as they are gregarious by nature. We spend a large part of each day talking and listening. When we are not talking or listening, we are likely to communicate in other ways like reading, writing, gesturing and drawings or sometimes talking in information by seeing, feeling or smelling. All of these activities are different features of Communication. Communication plays an integral part not only in our personal lives but also in the professional world. It is vital to an existence in the civilized society and essential to the functioning of the organizations our society has produced.
Communication is defined as “The process of passing information and understanding from one person to another. It is essentially a bridge of meaning between people. By using their bridge a person can safely cross the river of misunderstanding”. –Keith Devis.
“Communication is interchange of thoughts, opinions or information by speech, writings, or signs”. – Robert Anderson
Persuasion is the change off using rational and/or emotional arguments to convince others to change their attitudes or behavior. Persuasion can be subtle, and how we respond to such influences can depend on a variety of factors.
Persuasion is a powerful force in daily life and has a major influence on society and a whole. Politics, legal decisions, mass media, news and advertising are all influenced by the power of persuasion, and influence us in turn.
Persuasive communication may be defined as communication that convinces others to think or act as the person doing the communicating wishes. Persuasive communication is the conveying of a message to reinforce, change or modify the responses of others. It may be used in varied settings, both formal and informal, with internal and external customers like suppliers, superiors and subordinates, at operational and strategic levels. (Types of Persuasive Communication | eHow.com http://www.ehow.com/info_8649047_types-persuasive-communication.html#ixzz22rxFku2q)
Advertisements are one common form of persuasion. However, most individuals do not know of or take the time to examine the forms of persuasion that are commonly used in advertisements. ( http://www.ehow.com/info_12010301_kinds-persuasive-communication.html#ixzz233OrI2z0)
Sometimes we think hard about a message, especially when it is relevant to us, but sometimes we think very little about a message. Both ways have been shown to affect persuasion.
What Is Persuasion?
According to Perl off (2003), persuasion can be defined as “…a symbolic process in which communicators tries to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice.” (http://psychology.about.com/od/socialinfluence/f/what-is-persuasion.htm)
The key elements of this definition of persuasion are that;
- Persuasion is symbolic, utilizing words, images, sounds, etc
- It involves a deliberate attempt to influence others.
- Methods of transmitting persuasive messages can occur in a variety of ways, including verbally and nonverbally via television, radio, Internet or face-to-face communication.
Persuasive communication is any form of written, oral communication, wherein the communicator (speaker/writer) is trying to convince the listener/reader to his way of thinking. Any sales presentation, business letter, sales letter is an example of persuasive communication.
Persuasive communication takes many forms. It can be verbal, written, published, broadcast or even transmitted through social media. It convinces people to do, buy or act on something they otherwise might not have done. Advertising, a multi-billion dollar industry, is the most common and obvious form of persuasive communication. But some persuasive communication is much more subtle, and you may not even realize you are the subject. This, perhaps, is the most effective kind.( Kinds of Persuasive Communication | eHow.com http://www.ehow.com/info_12010301_kinds-persuasive-communication.html#ixzz233OrI2z0)
Persuasive Speeches, The major function of the persuasive speech is to induce the audience to think, feel, or act in a manner selected by the speaker. You may want your listener to discard old beliefs or form new ones or you may merely want to strengthen opinions that they already hold. The sales person uses the speech to persuade as a means of getting the customer to buy a coat. The person asking for a raise, the wife trying to get her husband to fix the tap, the teacher trying to get the class to study- all are trying to persuade someone to do something.
How Does Persuasion Differ Today?
There are significant differences between how persuasion occurs today and how it has occurred in the past;
According to various sources, the number of advertisements the average is exposed to each day ranges from around 200 to over 3,000.
Television, radio and the Internet all help spread persuasive messages very quickly.
Consumers are more diverse and have more choices, so marketers have to be savvier when it comes to selecting their persuasive medium and message.
( The Dynamics of Persuasion: Communication and Attitudes in the 21st Century, Richard M. Perloff)
Formal persuasive communication flows upward and downward in an organized structure, such as a project team, a task force or a committee. Formal communication generally takes place within a framework of rules. For business purposes, persuasive communication should not be manipulative or unethical. The person in charge leads the group, presenting ideas that are feasible. A certain level of authority is exercised in putting across ideas in a formal manner to persuade people that it is the right direction forward.
In informal persuasive communication, asking the right questions, discussing options and communicating specific ideas in a professional manner is an effective way to persuade others to a particular point of view. For example, the questions asked are used for the purpose of identifying the needs of the people being persuaded, and then demonstrating how agreement with the original idea can help a particular product or service meet those needs. To be persuasive in informal communication, avoiding ambiguity helps to deliver a clear message that people can understand and relate to.
Making Persuasion Probable:
Aristotle saw the function of rhetoric as the discovery in each case of “the available means of persuasion”. He never spelled out that he meant by persuasion, but his concern with non-coercive methods make it clear that he ruled out force of law, torture, and war. His threefold classification of speech situations according to the nature of the audience shows that he had affairs of state in mind.(Em Griffin;A first look at communication theory)
Dual Routs of Persuasion:
The source of the persuasive communication and the message itself are important factors in the persuasion process. But, the successful persuader will always take into account of the audience in order to increase the success of his or her persuasive message. One “audience” characteristic that affects the success of persuasive messages is the need for cognition. The need for cognition is a personality variable that discriminates the “audience” on the basis of how much they enjoy thinking.
Informative presentations attempt to present facts and information in an objective, nonpersuasive manner. They can be short briefing, long reports, or detailed training presentations. Each type of informative presentation serves a specific purpose. Persuasive Presentations are designed to bring the audience to a decision or to cause them to take some types of action.(H.L. Goodall, Jr. Sandra Goodall;Communication in professional contexts)
Concierge Persuasion, To succeed in business, we need to adopt an attitude of concierge persuasion. concierge persuasion has been described as a persuasion “of discrete problem solving and assiduous service”. For example, aconcierge in a hotel might provide one hotel guest with theater tickets. The purpose of having the concierge guests that they have selected the best hotel and that they should stay there again.
Persuading through Mindful Communication; A mindful strategy is appropriate when the following conditions apply:
Your goal is for the audience to make a commitment to your position, product, contract or candidate.
Your audience has a history of being open to your concept, idea, or product.
Your ability to persuade your audience lies as much with your position of personal credibility as it does with your organizational authority and knowledge of the situation or product..(H.L. Goodall, Jr. Sandra Goodall;Communication in professional contexts)
Persuasive communication mastery is an invaluable skill not only for use in NLP but for life in general, especially if you’re a person who likes to make an impact on the world rather than a person who just goes with the flow.Many of the most powerful, influential and successful people throughout history were made so by the very fact that they were such artfully persuasive communicators.
Sujith Clipton Vas
1. sandeep deshmukh; group communication;1st edition 2008
2.H.L. Goodall, Jr. Sandra Goodall;Communication in professional contexts
3.Em Griffin;A first look at communication theory
4.The Dynamics of Persuasion: Communication and Attitudes in the 21st Century, Richard M. Perloff