Analysis of Stevenson's Persuasive Communication
In "Persuasive Communication," Stevenson examines how the "global communication system offers increasing opportunities for governments, private corporations, and occasionally individuals to reach and influence people around the world" (364). He takes a look at two particular aspects of this process: government engagement in "public diplomacy" or propaganda directed at the citizens of other countries and advertising. I will focus my critique on his analysis of the earlier one.
As Stevenson notes, U.S. public diplomacy efforts are directed through the United States Information Agency (USIA) or Service (USIS) as it is known abroad. As he characterizes the service, it can be seen as a harmless international public relations arm of the U.S. government, distributing U.S.-friendly materials (book, videos, magazines, chats, performances) to receptive, even if sometimes violent and antagonistic, foreigners. The non-amicable reactions generally stem from a perception that USIS, with its propaganda dissemination and local information gathering duties, functions as an "intelligence agency hiding behind cultural and educational exchange" (352). Stevenson counters that while the agency is indeed part of the U.S. foreign policy system, it does not involve itself in intelligence operations (352). He expresses puzzlement at the fact that foreigners so willing to express their discontent with the USIS with rocks and sticks would get "outraged when the agency surveys opinion on a more systematic basis" (352). Nonetheless, there are reasons to believe that this characterization is not accurate and that foreign resistance to U.S. "public diplomacy efforts" can be understood as a reaction...
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...ca and to multilateral worldwide information distribution, such as UNESCO, its active defense of Western, especially U.S.-based, news agencies via its "free flow of information" doctrines . . . have all helped to create a pro-U.S. political and cultural tableau. Such initiatives were also in line with its corporatist 'free market' isolation strategies against elements protectionist or socialist in outlook" (Sussman and Lent 6).
Once again, Stevenson's arguments fall short.
Works Cited:
Sussman, Gerald and John A. Lent. "Introduction: Critical Perspectives on Communication and Third World Development" in Transnational Communications: Wiring the Third World. London: Sage Publications, Inc., 1991. 1-26.
Stevenson, Robert L. "Persuasive Communication" in Global Communication in the Twenty-First Century. New York: Longman Publishing Group, 1994, 343-368.
A persuasive message tries to convince the audience to agree to the speaker’s position. For instance, the goal of persuasion is to lead. On account of this, persuasion is just a logical and well supported arguments; an argument is the enounce of the orator’s position with the aid of the rhetorical strategies (logos, ethos and pathos).But the question is how to be a successful persuasive speaker? The response is easy, convince the audience or change their behaviour without using any strategy that violate any of the ethical principles.
In today’s world it may be strange to suggest that the study of propaganda has anything to do with contemporary politics. When most people think of propaganda they think of the campaigns of Hitler and Stalin in the 1930’s. Since there are not many campaigns today that can be compared to these, many people believe that propaganda is no longer a problem. The persuasive techniques of propaganda are usually used by politicians, advertisers, and journalists who like to influence human behavior. Uses of propaganda can be used to accomplish campaigns to reduce drunk driving, laws against bearing arms, and other things. They are also used to...
According to Merriam Webster, the term “ethical” can be defined as “rules of behavior based on ideas about what is morally good and bad.” Being able to differentiate between what is good, and what is bad is key when it comes to many things. One of these things includes persuasion. There are many concepts that can explain why certain principles of persuasion can be more ethical than others, and many that are critical to being an ethical communicator. Said concepts are explained in Rothwell’s text, In the Company of Others, Robert Cialdini and Steve Martins video, Science of Persuasion, and Stephen Carter’s text, Integrity.
My interest in social psychology was sparked by a class on persuasion close to a decade ago when I encountered the works of Robert Cialdini. He is currently the foremost authority in this area and has written some of the most popular books in the field. Highest ranked amongst them being Influence: The Psychology of Persuasion. He breaks down the persuasion principles that lead to compliance into six distinct types. Uncovering Bernays work and my understanding of Cialdini’s principles has reinforced my belief that the thorough understanding of people is key to successful communication campaigns.
Since having been taught about the various propaganda techniques that we have learned about in class, I now understand the enormous scope of the techniques’ appeals to their targets. Before this unit, I did not realize how much time and effort is put into capturing the target audiences’ attentions and how each detail of an advertisement or piece of propaganda is tailored to those who are being sold to. From the color scheme to a subjects’ placement on the page, every subtle feature of an ad is carefully thought out and planned to be as effective, both consciously and subconsciously, as possible. Before, I would have never realized that this level of intricacy and functionality was present in the world of propaganda. There are seven propaganda
The power of persuasion today is often relied on to control or influence someone. The power of persuasion can be both vigorous and inferior. As someone gains influences they draw others to follow them. Persuasion is enacted in our society through our economy, Sports, politics and social media. People persuade others to get what they want, or people persuade other people to influence or give someone different benefits for example, someone with charism doesn’t try to persuade someone but by their actions and the way they interact with someone allows others to follow them. In 1954 the civil rights movement was a persuasion for African Americans to be treated equal around the world.
Wilby, P. (2007, February). Persuasion is a science. New Statesman, 136(4833), 15. Retrieved May 4, 2011, from ABI/INFORM Global. (Document ID: 1223180481).
Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism,
In today’s world, we are constantly faced with persuasion. One of the main persuasion strategies we are exposed to on a daily basis is the use of celebrities in advertising. Celebrities are seen as people that exert significant influence on the public, and much research has supported the view that ‘celebrities’ are more persuasive communicators than ‘non-celebrities’. This essay will explore how celebrities are more persuasive communicators to their audience in terms of advertising. Many researchers have proposed models to explain how celebrities are persuasive communicators.
L’Etang, Jacquie. "Public Relations and Diplomacy in a Globalized World: An Issue of Public Communication." American Behavioral Scientist, 2009: 607-626.
In modern society, public relations hold the power to influence individuals’ perspectives and opinions, through techniques of manipulation and spin. The origins of these strategies can be found in the 1928 text, Propaganda. Written by Edward Bernays, who is often referred to as the “father of spin”, the perspectives of individuals and influence in the book served as the foundation of the public relations industry. Propaganda downplays the role of human agency to craft public relations into an art of master manipulation, a perspective that is being continuously demonstrated in the modern public relations industry.
Bernays established the social field of public relations in the form of propaganda and was highly influential in providing the foundation for modern advertisers. Edward became known as the ‘Father of Public Relations’ (Tye, 1998) his psychological and sociological techniques date back to his experience working for the United States propaganda. Manipulating a mass audience Edward’s theories were adopted by his uncle Sigmud Freud, Freud believed that ‘irrational forces’ determined our behaviour (Bryan, 2009, 61) with this key concept he then applied it to his own propaganda practices ‘Men are rarely aware of the real reasons which motivate their actions’.
The power of persuasion has long been in our biological makeup, without even being taught. To understand this in the simplest way, it is imperative to look into the behaviors of children. Let’s take a look at this scenario: The latest toy has made it into stores. It was promised to the child that the next trip to the store, they would receive their gift. As you’re walking out the door, the child stops you, with eyes wide open, right in your tracks, “Where are you going? Looks like you’re going to the store? Are you going to get the toy?”. You couldn’t lie because you were leaving, but not necessarily with intentions to go to the toy store. The two of you go back and forth, you mostly trying to make it seem as if you’ve
PRATKANIS, Anthony and ARONSON, Elliot. Age of Propaganda: The Everyday Use and Abuse of Persuasion . New York : W.H. Freeman and Company, 1991.
Newsom was known for being an expert in a crisis or scandal situation. ENCO managed many large corporations, like Ford, as a counselor in public relations. According to Encyclopedia Brittanica, Newsom deeply resented dealing with the press in and this was not in his job description. Our textbook explains how Newsom employed four principles of persuasion, which suggest the client should try to use a personal appeal to gain favor with the public. These four principles are: identification, suggestion of action, familiarity and trust, and clarity. Newson emphasized that it is important to relate the idea back to the interest of the public when employing his principles. If people believe the information presented will have a direct impact on their lives and a convenient solution is presented, they can be persuaded to act in the corporation’s