culture in persuasion culture refers to: l the types of products produced by people in a particular...
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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.
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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?
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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.
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Culture..cont’
Just as culture tells us how to behave, it also colors our interpretation of the behavior of others.
Eg: handshake
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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.
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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
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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.
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Differences of culture
1. Power distance.
2. Uncertainty avoidance.
3. Individualism.
4. Masculinity.
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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
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Verbal communication in persuasion
1.Delivery- able to sway audience.
2.Vocal cues.3.Gestures & body
movements.
Delivery mode: Manuscript Memorized. Impromptu. Extemporaneous
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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’.
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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
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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
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5. Physical appearance. Grooming; attire; self image; bodily
attractiveness.6. Artifactual communication.7. Vocalic communication. Semantics of sound.
Nonverbal channels
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8. Tactile communication. Degree of touch.9. Chronemics use of time.10.Dialect.
Nonverbal channels
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Probe the question of gender differences in nonverbal communication and how these differences, influences the process of persuasion.
Tutorial 4