Propaganda & Mass Persuasion: Persuasion-an interactive relationship

Thursday, February 08, 2007

Persuasion-an interactive relationship

According to our text book, persuasion is defined as
"a complex, continuing, interactive process in which a sender and a receiver are linked by symbols, verbal and nonverbal, through which the persuader attempts to influence the persuadee to adopt a change in a given attitude or behavior,
because the persuadee has had perceptions enlarged or changed."

Persuasion is a process between a person/group/committee trying to change the beliefs or habits of other individuals or groups. They persuader uses repetitious means to convince the persuadee to change their thoughts, ideas or buying habits for "both" their benefit.

Persuasion is a two way interaction. The persuadee believes that their needs are being met, while the persuader fills a need. Persuasion also seeks to change the attitudes of those being persuaded. The persuader must teach or advise the persuadee to do what will benefit the persuadee. Values, beliefs and attitudes are what is worked on during persuasion. The persuader is trying to change or modify the behaviors of the persuadee.

Persuasion can be positive or negative. The persuasion of a leader, like Jim Jones, is an extreme case of negative persuasion. A positive effect of persuasion would be the amount of smokers who choose to quit smoking as a reaction to the persuasion of the anti-smoking advertising placed in the media.


Blogger A. Mattson said...

A great post. This is a fine discussion of the concept of persuasion according to Jowett & O'Donnell.

They are trying to distinguish propanda and persusion. Propaganda is one-way and deceptive. Persuasion is interactive and upfront. Is this distinction artificial? Can propaganda be interactive?

2/14/2007 11:41 PM  

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