Transcript Oral Persuasion (Ong.1982)

Oral Persuasion (Ong.1982)
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Needs special consciousness
requires memory aids
involves less abstract thought
is more redundant
is best when the audience knows you and vv
involves story-telling or oratory skills
Literacy
• 3000 years after speech/1st ABC - Greek 1500BC/1440s - literary age begins
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Print=linear
Abstract thought = possible
sende-receiver relationship=remote
persuaders use evidence
Electronic Age
• TV dominates
• Electronic communication reunites
sender+receiver
• Audiences are larger, more diverse
• Audiences have more control
• Information is decontextualised
• Visuals play a decisive role
With electronic communication,
persuaders can...
• enter the home
• restructure the audience’s sense of time,
space and identity
• (and must) make the audience feel present
Interactive Age
• Chatrooms
• Video-conferencing
• The persuader has a purpose
• The persuader establishes and develops
interpersonal relationships
Internet
• Interactive
• user power
• communication through ‘virtual’ time/space
• we know people ‘virtually’
• the audience feels it has the power of
influence
Post-Modern Society
• The audience can access more information
• Persuasion is audience-oriented
• Persuaders need sophisticated audience
analysis
• Persuasion is no longer cause/effect
The modern persuader ...
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Has to remove ‘audience barriers’
has to use irony
has to use identification
has to tell the audience what to think about,
not what to think
• has to tell the audience about the idea
Persuaders in contemporary
society
• 4 objectives
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forming relationships
repetition
electronic eloquence
commoditization
Effective persuaders ...
• Intimate ongoing relationship with audience
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• communicate the value of product, service,
idea
Challenges
• Information overload
• understanding process - gatekeeping,
filtering
• self-concept: influenced by persuaders