COMMUNICATION SCIENCE:
COSC6232
Learning Unit 1: Introduction to Persuasion – Present and Past
THEME 1: The democratic setting of communication and persuasion (1)
1. LO1.1: Explain the purpose, functions and forms of persuasion and
persuasive communication using examples.
Introduction to Communication and Its Forms
Definition of Communication
The term "communication" originates from Latin "communicatio" with
meanings: making common, imparting, and taking the audience into
confidence.
Focus is on the "making common" aspect, achieving mutual
understanding through sharing ideas.
Communication defined as the process of expressing and
interpreting messages between communicator and recipient for
mutual understanding.
Communication Structure: The Communication Triptych
Communication involves a communicator, a message-embedded
medium, and a recipient.
Active roles of both communicator and recipient; recipient not just an
object to be manipulated.
Communication occurs within specific social contexts.
Forms of Communication
Communication takes various forms: intrapersonal, dyadic, small
group, public, mass, and vertical communication.
Intrapersonal communication: Individual's thinking, feeling, and
language use to understand and express ideas.
Can also involve dialogue within oneself.
COMMUNICATION SCIENCE: COSC6232 1
, Dyadic communication: Occurs between two people, strong force of
persuasion.
Small group communication: Happens within small groups (3 to 12
members) to achieve goals like problem-solving or decision-making
(e.g., committees, family).
Public communication: Communicator (e.g., speaker, entertainer,
lecturer) talks while audience listens.
Recipients can respond, allowing adjustments to the message.
Mass communication: Mediated, uses various media (traditional and
new) to reach large numbers of recipients.
Vertical communication: In organizational context, refers to
downward flow of communication within hierarchical structure.
Levels of Communication
Communication functions at various levels:
Intrapersonal level
Interpersonal level (dyadic, small group, public communication)
Mass level
Vertical level
Book's Approach
Focus on forms of communication rather than contexts because
quality of communication varies even within similar contexts.
Different circumstances affect dyadic communication.
Levels of communication correspond to different forms and contexts.
Persuasion as a Communication Process
Ubiquitous Nature of Persuasion
Persuasion is widespread in human life across various levels: dyadic,
group, and public.
Persuasion is present in all forms of human communication:
intrapersonal, dyadic, small group, public, mass, and vertical
communication.
COMMUNICATION SCIENCE: COSC6232 2
, In intrapersonal communication, self-persuasion occurs when
individuals actively convince themselves to think or act in a specific
way.
Persuasion and Communication
While other disciplines also study persuasion, it is fundamentally a
communication process.
Definition of persuasion: A communication process where a
communicator successfully forms, sustains, or changes
attitudes and/or behavior of recipients according to the
communicator's intentions.
Key elements of the definition: A process of communication:
Involves expression and interpretation of messages.
Voluntarily: Recipients have the choice to be persuaded.
Forming, sustaining, or changing: Persuasion isn't just about
change, but also about maintaining or intensifying
attitudes/behavior.
Communicator's intent: Persuasion is purposeful.
Focus and Directionality
Persuasion is about achieving predetermined and directional
outcomes with recipients.
Not all communication is persuasive; engaging in casual
conversations may not necessarily involve persuasion.
Scope of Persuasion
Persuasion addresses human action related to contingent and
probable situations.
Concerned with human affairs and adapting ideas to people and vice
versa.
Persuasion continuum: Ranges from adapting ideas to recipients'
preferences to completely reshaping ideas.
Persuasion often operates closer to the center of the continuum,
accommodating recipients' needs while breaking down prejudices
and ignorance.
Forms and Aspects of Persuasion
COMMUNICATION SCIENCE: COSC6232 3
, Propaganda and Mass Persuasion
Propaganda is a complex form of persuasion, often targeting groups
or masses rather than individuals.
Propaganda and mass persuasion are frequently used
interchangeably.
Chapter 6 discusses propaganda in more detail.
Indoctrination
Indoctrination involves systematically teaching beliefs and attitudes
to individuals or groups without providing counterarguments.
This ensures limited alternatives and is common in totalitarian states
and religious contexts.
Psychological Warfare
Psychological warfare occurs when the persuader aims to undermine
the morale of a foreign adversary using psychological methods.
It seeks to make opponents doubt the validity of their beliefs and
actions.
This type of warfare is prevalent during wartime but also occurs
during peacetime, such as tensions between different cultural or
religious groups.
Role of Persuasion
While persuasion can be used deceitfully, it's an integral part of
human existence.
People face choices in real or fictional scenarios and seek comfort in
aligning their thoughts and actions with what they believe should be
done.
2. LO1.2: Differentiate between Western and African conceptions and
expectations of, and requirements for, democracy.
Western Conception of Democracy:
Democracy is often seen as a form of government established by the will
of the majority of citizens.
Representative democracy is emphasized, where citizens elect
representatives who are accountable to them.
COMMUNICATION SCIENCE: COSC6232 4
COSC6232
Learning Unit 1: Introduction to Persuasion – Present and Past
THEME 1: The democratic setting of communication and persuasion (1)
1. LO1.1: Explain the purpose, functions and forms of persuasion and
persuasive communication using examples.
Introduction to Communication and Its Forms
Definition of Communication
The term "communication" originates from Latin "communicatio" with
meanings: making common, imparting, and taking the audience into
confidence.
Focus is on the "making common" aspect, achieving mutual
understanding through sharing ideas.
Communication defined as the process of expressing and
interpreting messages between communicator and recipient for
mutual understanding.
Communication Structure: The Communication Triptych
Communication involves a communicator, a message-embedded
medium, and a recipient.
Active roles of both communicator and recipient; recipient not just an
object to be manipulated.
Communication occurs within specific social contexts.
Forms of Communication
Communication takes various forms: intrapersonal, dyadic, small
group, public, mass, and vertical communication.
Intrapersonal communication: Individual's thinking, feeling, and
language use to understand and express ideas.
Can also involve dialogue within oneself.
COMMUNICATION SCIENCE: COSC6232 1
, Dyadic communication: Occurs between two people, strong force of
persuasion.
Small group communication: Happens within small groups (3 to 12
members) to achieve goals like problem-solving or decision-making
(e.g., committees, family).
Public communication: Communicator (e.g., speaker, entertainer,
lecturer) talks while audience listens.
Recipients can respond, allowing adjustments to the message.
Mass communication: Mediated, uses various media (traditional and
new) to reach large numbers of recipients.
Vertical communication: In organizational context, refers to
downward flow of communication within hierarchical structure.
Levels of Communication
Communication functions at various levels:
Intrapersonal level
Interpersonal level (dyadic, small group, public communication)
Mass level
Vertical level
Book's Approach
Focus on forms of communication rather than contexts because
quality of communication varies even within similar contexts.
Different circumstances affect dyadic communication.
Levels of communication correspond to different forms and contexts.
Persuasion as a Communication Process
Ubiquitous Nature of Persuasion
Persuasion is widespread in human life across various levels: dyadic,
group, and public.
Persuasion is present in all forms of human communication:
intrapersonal, dyadic, small group, public, mass, and vertical
communication.
COMMUNICATION SCIENCE: COSC6232 2
, In intrapersonal communication, self-persuasion occurs when
individuals actively convince themselves to think or act in a specific
way.
Persuasion and Communication
While other disciplines also study persuasion, it is fundamentally a
communication process.
Definition of persuasion: A communication process where a
communicator successfully forms, sustains, or changes
attitudes and/or behavior of recipients according to the
communicator's intentions.
Key elements of the definition: A process of communication:
Involves expression and interpretation of messages.
Voluntarily: Recipients have the choice to be persuaded.
Forming, sustaining, or changing: Persuasion isn't just about
change, but also about maintaining or intensifying
attitudes/behavior.
Communicator's intent: Persuasion is purposeful.
Focus and Directionality
Persuasion is about achieving predetermined and directional
outcomes with recipients.
Not all communication is persuasive; engaging in casual
conversations may not necessarily involve persuasion.
Scope of Persuasion
Persuasion addresses human action related to contingent and
probable situations.
Concerned with human affairs and adapting ideas to people and vice
versa.
Persuasion continuum: Ranges from adapting ideas to recipients'
preferences to completely reshaping ideas.
Persuasion often operates closer to the center of the continuum,
accommodating recipients' needs while breaking down prejudices
and ignorance.
Forms and Aspects of Persuasion
COMMUNICATION SCIENCE: COSC6232 3
, Propaganda and Mass Persuasion
Propaganda is a complex form of persuasion, often targeting groups
or masses rather than individuals.
Propaganda and mass persuasion are frequently used
interchangeably.
Chapter 6 discusses propaganda in more detail.
Indoctrination
Indoctrination involves systematically teaching beliefs and attitudes
to individuals or groups without providing counterarguments.
This ensures limited alternatives and is common in totalitarian states
and religious contexts.
Psychological Warfare
Psychological warfare occurs when the persuader aims to undermine
the morale of a foreign adversary using psychological methods.
It seeks to make opponents doubt the validity of their beliefs and
actions.
This type of warfare is prevalent during wartime but also occurs
during peacetime, such as tensions between different cultural or
religious groups.
Role of Persuasion
While persuasion can be used deceitfully, it's an integral part of
human existence.
People face choices in real or fictional scenarios and seek comfort in
aligning their thoughts and actions with what they believe should be
done.
2. LO1.2: Differentiate between Western and African conceptions and
expectations of, and requirements for, democracy.
Western Conception of Democracy:
Democracy is often seen as a form of government established by the will
of the majority of citizens.
Representative democracy is emphasized, where citizens elect
representatives who are accountable to them.
COMMUNICATION SCIENCE: COSC6232 4
