Transcript Culture in Persuasion

Culture in Persuasion
Culture refers to:
 the types of products produced by
people in a particular society.
 the whole ways of life.
Cultures are complex organizations of
belief, values and practices.
Culture in Persuasion



Diversity and multiculturalism are
apparent anywhere.
The important differences are
values, beliefs and patterns of
behavior that are trained into us.
Can they be changed?
Culture in Persuasion



Usage of rustic element.
Immigrants use the value of hard
work, sincerity and honesty.
Political , product or commercial
persuaders always use culture in
their persuasion messages.
Culture..cont’


Just as culture tells us how to
behave, it also colors our
interpretation of the behavior of
others.
Eg: handshake
Cultural Trends




Culture is awash with short-term
beliefs, values and behaviors.
Trends are short-term preferences.
They are widely accepted, require
no proof and attract followers.
We follow trends because we have
only a small amount of information
to make a choice. Faced with
uncertainty, we follow others.
Persuaders show us the way.
Cultural Trends-cont’



Persuaders assign value to cultural
trends. It’s called buzz.
Buzz- labeling of some cultural
phenomenon as something members
of the culture must know about.
Buzz results from: cultural events,
planning by the persuader
1.Transforming culture- feminist
movement, civil rights movement,
family values, gay issue etc.
2. Consumer culture- through
persuasive messages by the
advertisers, consumers began to
associate products with imaginary
states of being.
Differences of culture
1. Power distance.
2. Uncertainty avoidance.
3. Individualism.
4. Masculinity.
Guidelines to adapting to diverse
culture

Avoid ethnic jokes and epithets.

Be aware of different value systems.

Study languages and cultures to
avoid unintentional faux pas
Verbal communication
in persuasion
1.Delivery- able to
sway audience.
2.Vocal cues.
3.Gestures & body
movements.
Delivery mode:
 Manuscript
 Memorized.
 Impromptu.
 Extemporaneous
Nonverbal communication in
persuasion



They are culturally taught.
Many nonverbal premises exist at a
very low level of awareness and
aren’t so readily apparent.
Are associated with ‘hidden agenda’.
Nonverbal channels
1. Facial expression.
 Eye-blink rates; dilation of the pupil;
eye contact and facial muscles.
2. Eye behavior.
 Attention function; regulatory
function; power function; affective
function; impression formation;
persuasive function.
Nonverbal channels
3. Bodily communication.
 Kinesics or physical movements.
 Head movements.
 Emblematic signs.
4. Proxemic communication.
 Public distance; social distance;
personal distance and intimate
distance.
Nonverbal channels
5. Physical appearance.
 Grooming; attire; self image;
bodily attractiveness.
6. Artifactual communication.
7. Vocalic communication.
 Semantics of sound.
Nonverbal channels
8. Tactile communication.

Degree of touch.
9. Chronemics use of time.
10.Dialect.
Tutorial 4
Probe the question of gender differences in
nonverbal communication and how these
differences, influences the process of
persuasion.