Johann C. de Wet - The Art Of Persuasive Communication

PERSUAThe art ofThe art ofThe art ofPERSUASIVESIVE COMMUNICPERSUASIVECOMMUNICATIONA process Fourth editionCOMMUNICATIONA processFourth edition This fourth edition of The art of Persuasive Communication A process situates contemporary persuasive practices against the background of the rich history of rhetoric and within the setting of a democratic state. ATION The work is theoretically well-grounded and considerate of the practical dimensions of persuasion A process from its broad starting points in an interpersonal setting to its manifestation as mass persuasion or propaganda in the wider political sphere. Contemporary examples, including rhetorical discourses of South African statesmen, are provided to facilitate understanding. Fourth edition Throughout, the author addresses critical issues that are important to communication science scholars and practitioners, as well as those active in related disciplines such as political science, sociology, social psychology and rhetorical studies. In fact, the book should be helpful to potential persuaders and Johann C. de W persuadees across the broad spectrum of society.

It will give persuadees a better chance to identify persuasion and defend themselves against the unscrupulous. There is much new material in the fourth edition, especially with regard to the role of social media; leadership, political language and persuasion; and rhetorical criticism, including constructing the rhetorical imprint of a public rhetor. Professor Dr Johann de Wet, author, co-author and editor of numerous academic titles, is currently et attached to the Department of Communication Science at the University of the Free State in Bloemfontein, South Africa. He teaches, and consults on, persuasive communication, political communication and leadership communication. www.jutaacademic.co.za Johann C. de Wet WN43_persuasive communication_print ready.indd 2,4 29/11/2016 5:59 PM The art of persuasive communication A process JUTA_Art_of_Persuasive_Comm_4_01.indd 1 2016/11/30 1:47 PM JUTA_Art_of_Persuasive_Comm_4_01.indd 2 2016/11/30 1:47 PM The art of persuasive communication A p r o c e s s F o u r t h e d i t i o n Johann C de Wet JUTA_Art_of_Persuasive_Comm_4_01.indd 3 2016/11/30 1:47 PM The art of persuasive communication A process First edition 1988 Second edition 1991 Third edition 2010 Fourth edition 2017 Juta and Company (Pty) Ltd PO Box 14373, Lansdowne 7779, Cape Town, South Africa 2017 Juta and Company (Pty) Ltd ISBN 978 1 48511 713 1 (Print) ISBN 978 1 48512 459 7 (WebPDF) All rights reserved.

No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system, without prior permission in writing from the publisher. Subject to any applicable licensing terms and conditions in the case of electronically supplied publications, a person may engage in fair dealing with a copy of this publication for his or her personal or private use, or his or her research or private study. See section 12(1) (a) of the Copyright Act 98 of 1978. Project manager: Seshni Kazadi Editor: Danya Risti-Schacherl Proofreader: Pat Hanekom Cover designer: WaterBerry D esign Typesetter: Firelight Studio Indexer: Lexinfo Typeset in Adobe Text P ro 11pt on 13pt The author and the publisher believe on the strength of due diligence exercised that this work does not contain any material that is the subject of copyright held by another person. In the alternative, they believe that any protected pre-existing material that may be comprised in it has been used with appropriate authority or has been used in circumstances that make such use permissible under the law. This book has been independently peer-reviewed by academics who are experts in the field.

JUTA_Art_of_Persuasive_Comm_4_01.indd 4 2016/11/30 1:47 PM Table of contents Preface ................................................................................................................................... xiChapter one: Communication and persuasion: A democratic setting .... 1.1 Introduction: On communication ..................................................................... 1.2 Persuasion as a process of communication .................................................... 1.2.1 Forms of persuasion: A brief synopsis ................................................. 1.3 Persuasion in the service of democracy .......................................................... 1.3.1 Democracy as a form of government ................................................... 1.3.2 Democracy as ideology ............................................................................. 1.3.3 Democracy and freedom ........................................................................... 1.3.3.1 Individual freedoms and democracy ................................... 1.3.3.2 Freedom of thought and discussion ..................................... 1.3.3.3 Freedom in a democracy: The underlying communicological idea ............................................................. 1.3.4 Democracy and equality ........................................................................... 1.3.4.1 Tocquevilles warning ................................................................ 1.3.4.2 Equality in a democracy: The basic communicological idea ............................................................. 1.3.5 Freedom versus equality ........................................................................... 1.3.6 Questions for South African and other communities ................... 1.4 Persuasion and ethics ............................................................................................. 1.4.1 Ethical persuasion: A question of approach and culture ............. 1.5 Resistance to persuasion ....................................................................................... 1.5.1 Creating a social consciousness and self-consciousness of persuasion .......................................................................................................