Culture in Persuasion

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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. Its
  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 arent so readily apparent.
• Are associated with hidden agenda.

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Nonverbal channels

• 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.

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Nonverbal channels

• 3. Bodily communication.
• Kinesics or physical movements.
• Head movements.
• Emblematic signs.
• 4. Proxemic communication.
• Public distance social distance personal
  distance and intimate distance.

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Nonverbal channels

• 5. Physical appearance.
• Grooming attire self image bodily
  attractiveness.
• 6. Artifactual communication.
• 7. Vocalic communication.
• Semantics of sound.

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Nonverbal channels

• 8. Tactile communication.
• Degree of touch.
• 9. Chronemics use of time.
• 10.Dialect.

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Tutorial 4

• Probe the question of gender differences in
• nonverbal communication and how these
• differences, influences the process of
• persuasion.