The dynamics of persuasion (2017)
Richard M. Perloff
Lieke Brekelmans
Chapter 1
People often think that others are easily influenced by persuasion, but not themselves.
Persuasion is closely tied to changing attitudes (a feeling or opinion).
Persuasion is old
1. In the Bible
2. During ancient Greece
3. During the Renaissance
4. Persuasion in the US in the early 19th century
5. “The more things change, the more they stay the same”
Modern differences in persuasion
1. Exponential growth in the number and reach of persuasive messages
a. Tattoo’s
b. Tragedies are leveraged in persuasive campaigns
2. Global reach of persuasion
a. Through celebrities
3. Speed of persuasion messages in the digital age
a. The rise of social media
4. Brevity (shortness of duration) and impact of persuasive messages
a. Short and impactful messages
5. Institutionalization of persuasion
a. Professionalisation
b. Industries built around persuasion
c. Wealthy organization dominate persuasion
6. Persuasion becomes more subtle and deceptive
a. Shift from direct to indirect sales
b. Soft-sell advertising: advertisers rely on emotional appeals and brand image
rather than direct product promotion
c. Irony and brand image (promote health while selling unhealthy products e.g.)
7. Manipulation through digital media
a. Placing sponsored content alongside genuine news articles
b. Blending advertisement seamlessly into social media and digital content
8. The rise of misinformation and cynicism
a. Attacks on science and truth
b. Public cynicism toward persuasion
c. Americans think truth is often seen as just another persuasive strategy rather
than a factual foundation
, 9. Increased complexity
a. Due to increasing diversity, persuaders can no longer assume they understand
their audience’s perspectives
b. Media bombardment
c. Interactions are increasingly mediated by technology, further complicating the
communication process
10. Digitalization
a. A piece of content can be repurposed into a persuasive message with a
meaning that the original creator never intended
b. Blurring of content types
c. Remixing and altering messages
d. Democratization of persuasion
11. Social media intersections
a. Blurring the lines between persuader and persuadee
b. Two-way communication through tweets, posts and hashtags
c. Reinforcement of worldviews
d. Echo chamber → people are exposed to content that aligns with their existing
beliefs
e. Lack of nuanced discourse
f. Social media platforms favour quick, emotionally charged posts over
thoughtful, reasoned debates, leading to a polarized environment
Chimpanzee’s use strategic behaviours to influence others, but these are often based on
power dynamics rather than the conscious attempt to change attitudes or beliefs.
Animals lack the ability to be aware of what they’re doing. That’s why they don’t persuade.
They don’t possess the full range of cognitive or moral capabilities required for true
persuasion.
Persuasion
- Requires the persuader’s awareness that they are trying to influence someone else
- Persuadee’s conscious or unconscious decision to change their mind about something
, - Involves a moral component → humans make moral or immoral decisions based on
ethical considerations
Definitions of persuasion
- A communication process in which the communicator seeks to elicit a desired
response from his receiver
- A conscious attempt by one individual to change the attitudes, beliefs, or behaviour
of another individual or group of individuals through the transmission of some
message
- A symbolic activity whose purpose is to effect the internalization or voluntary
acceptance of new cognitive states or patterns of overt behaviour through the
exchange of messages
- A successful intentional effort at influencing another’s mental state through
communication in a circumstance in which the persuade has some measure of
freedom
Key components of persuasion
1. Persuasion is a symbolic process:
a. It’s gradual and involves multiple steps
b. It uses symbols to communicate meaning
c. Meanings are subjective, varying by audience and context
d. It requires time and effort
e. Teaching process, guiding people toward solutions rather than pressuring
them
2. Persuasion involves an intentional attempt to influence:
a. It requires the persuader to consciously attempt to change behaviour and
attitudes
b. Persuasion differs from general social influence because it’s deliberate
c. It requires a level of awareness from both the persuader and persuade
3. People persuade themselves:
a. Persuasion works by activating a person’s own reasoning and desires
b. Change occurs internally, as individuals decide to accept or reject the
messages
c. Persuasion is not about forcing someone to accept an argument, but about
guiding them to make the decision themselves
d. People are responsible for their own changes
e. Ethical persuasion leads to positive self-influence
f. Manipulative persuasion can cause harmful outcomes
4. Persuasion involves the transmission of a message:
a. Persuasive messages can be verbal or nonverbal and are transmitted via
different mediums
b. Not all messages are intended to persuade; some aim to inform or provoke
thought
5. Persuasion requires free choice:
, a. True persuasion allows individuals the freedom to choose or reject the
message
b. Freedom in persuasion is relative, shaped by societal and cultural influences
Richard M. Perloff
Lieke Brekelmans
Chapter 1
People often think that others are easily influenced by persuasion, but not themselves.
Persuasion is closely tied to changing attitudes (a feeling or opinion).
Persuasion is old
1. In the Bible
2. During ancient Greece
3. During the Renaissance
4. Persuasion in the US in the early 19th century
5. “The more things change, the more they stay the same”
Modern differences in persuasion
1. Exponential growth in the number and reach of persuasive messages
a. Tattoo’s
b. Tragedies are leveraged in persuasive campaigns
2. Global reach of persuasion
a. Through celebrities
3. Speed of persuasion messages in the digital age
a. The rise of social media
4. Brevity (shortness of duration) and impact of persuasive messages
a. Short and impactful messages
5. Institutionalization of persuasion
a. Professionalisation
b. Industries built around persuasion
c. Wealthy organization dominate persuasion
6. Persuasion becomes more subtle and deceptive
a. Shift from direct to indirect sales
b. Soft-sell advertising: advertisers rely on emotional appeals and brand image
rather than direct product promotion
c. Irony and brand image (promote health while selling unhealthy products e.g.)
7. Manipulation through digital media
a. Placing sponsored content alongside genuine news articles
b. Blending advertisement seamlessly into social media and digital content
8. The rise of misinformation and cynicism
a. Attacks on science and truth
b. Public cynicism toward persuasion
c. Americans think truth is often seen as just another persuasive strategy rather
than a factual foundation
, 9. Increased complexity
a. Due to increasing diversity, persuaders can no longer assume they understand
their audience’s perspectives
b. Media bombardment
c. Interactions are increasingly mediated by technology, further complicating the
communication process
10. Digitalization
a. A piece of content can be repurposed into a persuasive message with a
meaning that the original creator never intended
b. Blurring of content types
c. Remixing and altering messages
d. Democratization of persuasion
11. Social media intersections
a. Blurring the lines between persuader and persuadee
b. Two-way communication through tweets, posts and hashtags
c. Reinforcement of worldviews
d. Echo chamber → people are exposed to content that aligns with their existing
beliefs
e. Lack of nuanced discourse
f. Social media platforms favour quick, emotionally charged posts over
thoughtful, reasoned debates, leading to a polarized environment
Chimpanzee’s use strategic behaviours to influence others, but these are often based on
power dynamics rather than the conscious attempt to change attitudes or beliefs.
Animals lack the ability to be aware of what they’re doing. That’s why they don’t persuade.
They don’t possess the full range of cognitive or moral capabilities required for true
persuasion.
Persuasion
- Requires the persuader’s awareness that they are trying to influence someone else
- Persuadee’s conscious or unconscious decision to change their mind about something
, - Involves a moral component → humans make moral or immoral decisions based on
ethical considerations
Definitions of persuasion
- A communication process in which the communicator seeks to elicit a desired
response from his receiver
- A conscious attempt by one individual to change the attitudes, beliefs, or behaviour
of another individual or group of individuals through the transmission of some
message
- A symbolic activity whose purpose is to effect the internalization or voluntary
acceptance of new cognitive states or patterns of overt behaviour through the
exchange of messages
- A successful intentional effort at influencing another’s mental state through
communication in a circumstance in which the persuade has some measure of
freedom
Key components of persuasion
1. Persuasion is a symbolic process:
a. It’s gradual and involves multiple steps
b. It uses symbols to communicate meaning
c. Meanings are subjective, varying by audience and context
d. It requires time and effort
e. Teaching process, guiding people toward solutions rather than pressuring
them
2. Persuasion involves an intentional attempt to influence:
a. It requires the persuader to consciously attempt to change behaviour and
attitudes
b. Persuasion differs from general social influence because it’s deliberate
c. It requires a level of awareness from both the persuader and persuade
3. People persuade themselves:
a. Persuasion works by activating a person’s own reasoning and desires
b. Change occurs internally, as individuals decide to accept or reject the
messages
c. Persuasion is not about forcing someone to accept an argument, but about
guiding them to make the decision themselves
d. People are responsible for their own changes
e. Ethical persuasion leads to positive self-influence
f. Manipulative persuasion can cause harmful outcomes
4. Persuasion involves the transmission of a message:
a. Persuasive messages can be verbal or nonverbal and are transmitted via
different mediums
b. Not all messages are intended to persuade; some aim to inform or provoke
thought
5. Persuasion requires free choice:
, a. True persuasion allows individuals the freedom to choose or reject the
message
b. Freedom in persuasion is relative, shaped by societal and cultural influences
