In Communication Persuasion Is Key
In communication persuasion is the key. Effective communication, whether it is in the form of a one-on-one conversation with a friend, a mass marketing email campaign, or a speech given by a boss to a group of employees, depends on persuasion tactics in order to be successful. These tactics may not be done entirely consciously, but they occur all the time. Ultimately, communication is about getting others to see your view point and to understand it. There are many theories that explain the role of persuasion.
In our present state of affairs of mass communication persuasion is a major way to influence people to change their beliefs. Cultivation analysis is one theory that points to the media and especially through television that has played a major role in changing people's beliefs, their desires and actions. People depend upon the media for information and knowledge, and our direct experience in learning something is now obtained instantly. While the media is trying to keep people informed, it suddenly seems that we aren't experiencing the world on our own anymore but rather through the eyes and words of others.
In other types of communication, persuasion does not always work the way we want. Some theories claim that the opposite type of persuasion will occur. This is the cognitive dissonance theory, where people will take great steps to avoid being persuaded by views that they oppose. The power and influence that these viewpoints hold is so strong that people will go out of their way to avoid hearing anything that contradicts what they believe, and will adjust their beliefs to match their actions.
In social communication, persuasion is a constant presence. The social exchange theory promotes this persuasion as a positive thing as long as both parties get what they want. Similar to sales techniques with an economic transaction, the ideal situation is one where everyone is happy with the end result. This can be seen as promoting self interest, but if both parties are happy with what they receive out of the relationship, then all is well.
As can be seen by these different theories, in communication persuasion plays an important role. Whether this role is to convert others, push them further away, or create a balance between the needs of two parties, persuasion tactics are a big part of communication. Being aware of how persuasion works in our interactions with others and with different forms of media well help ensure that we get what we want.
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