soft power: the art of persuasion - iese business school
TRANSCRIPT
“So, Power”, as an act of persuasion, has four principal dimensions:
• Emo>onal Intelligence • Vision • Rhetoric • Non-‐verbal communica>on
We shall now briefly introduce each of the four terms
1. Emo>onal Intelligence has two dimensions –
-‐ Self-‐awareness: self-‐reflec5on on our own emo5onal reac5ons and our management of these ...
-‐ Social awareness: empathy and the understanding of other people’s emo5onal reac5ons and the management of these.
2. Vision: Ability to form and ar5culate an inspiring picture of an idea, plan, or policy in our mind and that of our audience
Examples: George Bush Sr. and Ronald Reagan
3. Rhetoric: It is the art of language to persuade others by way of advoca>ng our posi5on. It has three dimensions:
• Ethos* (Personal & Professional Credibility) • Pathos (Emotional environment) • Logos (Argumentation)
* As most situations are uncertain, credibility is the most important of the three dimensions
4. Non-‐verbal communica>on: it has three principal sub-‐dimensions:
• Body language (eyes, facial expressions, gestures, posture)
• Tonality (voice) and • Physical Se;ng (the hidden message such as the non-‐verbal signs of physical sePngs and images)
• Now that we have a broad understanding of what “Soft Power” is, we shall proceed to discuss each of the dimensions in the following four clips.
• I would like to remind you again that there is a paper on each of the dimensions on my web page.
____________ • Our next video clip is “Emotional Intelligence and
the Communication Process”.