CMN2160 Lecture Notes - Lecture 2: Behaviorism, De Inventione, Pathos
25 Jan 2018
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Document Summary
Rhetoric: generally defined as the art of persuasion. For some, persuasion is a function of the speakers intent, the art of influencing, or seeking influence, an individual"s opinions or actions, by reasoning or intellectual appeal, though depending for its effectiveness in most cases on non-rational factors. For others, persuasion is a kind of message: communication intended to influence. For others still, persuasion is a process in which speaker and receiver work together: a change process resulting mostly from shared, symbolic thinking activity. The study of persuasion can focus singly on the speaker- on the speaker"s knowledge, intentions, strengths and weaknesses, strategies and techniques. The study can concentrate on the message, its context, use of thought and expression. The study of persuasion can also focus on the audience- its knowledge, beliefs and values, choices, and decisions. Persuasion is a special kind of communication where one person deliberately tries to influence the beliefs, values, and attitudes of another.
