Four Dimensions of Persuasive Influence

My classes categorize persuasion into four units:

Persuasion as Social Power

It is said, "Power corrupts, and absolute power corrupts absolutely." But, as Rollo May insists, "Powerlessness also corrupts, and absolute powerlessness corrupts absolutely." In this unit we examine power and persuasion. More specifically, we will look at the kinds of power we command to influence other people. We will move logically from the moment when we first experience the need for power, until we face our responsibility in the use of power.

Persuasion as Symbolic Strategies 

In seeing persuasion as power we might neglect the context in which  persuasive efforts are launched. In fact, the context is itself a matter of power and negotiation. Big influence prizes await the person who defines a situation for others. The power of defining, or symbolizing, a situation is the most salient challenge to persuasive leadership. From this perspective, persuasion is "The use of language as a symbolic means of inducing cooperation in beings that by nature respond to symbols."   Kenneth Burke

Persuasion as Resilience under Pressure

It is difficult enough when we have time to plot and plan. But, how do we respond when we are challenged by a question without warning? A persuasive campaign or a job interview can be won or lost depending on how we respond under pressure. In this unit we examine the techniques of bridging, framing and self-presentation in situations where we scarcely have time to think about our reactions.

Persuasion as the Discovery of Audience Currencies

Viewing persuasion as power may give the false impression that persuasion is something that the persuader does to an audience. In fact, the audience is always active in persuasion.

It is on the audience's terms that persuasion ultimately succeeds or fails. For example, even a "threat" is not an effective threat unless it is perceived as such by the person who is threatened. At a minimum, wise persuaders will want to understand an audience's perceptions. At a more advanced level, persuasion becomes a type of currency exchange. If I offer my audience oranges, but it trades in apples, I cannot close the deal. I need to know what my audience wants.

At the highest levels of complexity, persuasion is negotiation. In negotiation, participants consciously seek a profitable exchange through bargaining, or collaboration. At the highest level of ethics, persuasion becomes dialogue.

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