Theories of Persuasion
(Barb O'Keefe)
Ideas From:
O'Keefe, B. J., & Shepherd, G.J. (1987). The pursuit of
multiple objectives in face-to-face persuasive interaction: Effects of construct
differentiation. Communication Monographs, 54, 396-419.
Much of these ideas borrow from theories of politeness and face.
Persuasion:
Search for messages that have goals - alter the receiver's mind state
Involves some infringement of other's face needs - we infringe somehow
We do the FTA (face threatening act):
1.) baldly / direct ("that dress makes you look ugly - go change")
2.) by appealing to positive face ("that other dress will bring out your eyes")
3.) by appealing to negative face (some non-threatening action - off record / semi-indirect: "sorry to bother you, but would you mind putting on that dress instead?")
4.) indirect ("I saw someone the other day with a dress like that other one you have, they looked nice in it")
These FTAs are meant to accomplish the modification of the other person's attitude, behavior, etc.
Face needs vary - as they become more important, we are likely to engage in FTAs of less severity (be more indirect)