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ENG-2050 Chapter 3
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Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Technical Communication, 13th Edition
John M. LannonLaura J. Gurak
Chapter 3Persuading Your AudiencePersuading Your Audience
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Learning ObjectivesLearning Objectives Appreciate the role of persuasion in technical
communication Identify a specific persuasive goal for your
document Anticipate how audiences may react to your
argument Respect any limitations such as company
rules or legal constraints Support your argument using evidence and
reason
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Learning Objectives (continued)Learning Objectives (continued)
Understand that cultural differences may influence audience reactions
Prepare a convincing argument
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
PersuasionPersuasion
Persuasion means trying to influence someone’s actions, opinions, or decisions. In the workplace, we rely on persuasion daily.
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Implicit and Explicit PersuasionImplicit and Explicit PersuasionAlmost all workplace documents have an implicit or explicit persuasive goal:Implicit persuasion assures readers that the information provided is accurate, the facts are correct, and the writer is fluent, competent, and knowledgeable. Explicit persuasion seeks to win readers over to a particular point of view about an issue that is in some way controversial.
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Identify Your Specific Identify Your Specific Persuasive GoalPersuasive Goal
Before you undertake writing a persuasive document, first consider what you want it to accomplish, and realize that goals may overlap. Do you want to: Influence people’s opinions? Enlist people’s support? Submit a proposal? Change people’s behavior?
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Try to Predict Audience Reaction Try to Predict Audience Reaction and Expect Resistanceand Expect Resistance
Also consider how your audience might react to your argument. Reaction depends on how controversial the argument is or if it conveys bad news. The audience will accept or resist.
Audiences will accept an argument for any of three reasons: compliance (acceptance under pressure), identification (acceptance for personal reasons), or internalization (acceptance because the argument makes good sense). Aim for internalization.
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Try to Predict Audience Reaction Try to Predict Audience Reaction and Expect Resistance (continued)and Expect Resistance (continued)
This graphic illustrates the three types of audience acceptance:
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Know How to Connect Know How to Connect with the Audiencewith the Audience
Three ways of connecting with an audience are the power connection, the relationship connection, and the rational connection.
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Allow for Give and TakeAllow for Give and Take
Make a balanced argument, with both sides of the issue considered evenly and fairly:explain the reasoning and evidence behind your stanceinvite people to find weak spots in your case, and to improve on itinvite people to challenge your ideas
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Ask for a Specific Response but Ask for a Specific Response but Don’t Ask for too MuchDon’t Ask for too Much
Don’t be afraid to ask for what you want when making an argument. Let people know what you want them to do or think.
However, remember that any request that exceeds its audience’s “latitude of acceptance” is doomed.
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Recognize All ConstraintsRecognize All Constraints
Constraints are limits or restrictions imposed by the situation when you make an argument:Organizational constraints: Constraints based on company rules.Legal constraints: Constraints based on the law.Ethical constraints: Constraints based on honesty and fair play.Time constraints: Constraints based on the right timing.Social and psychological constraints: Constraints based on audience.
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Support Your Claims ConvincinglySupport Your Claims Convincingly
The most persuasive argument will be the one that presents the strongest case—from the audience’s perspective. You must:Offer convincing evidence: The evidence must have quality, use credible sources, and be reasonable. Types of evidence are factual statements, statistics, examples, and expert testimony.Appeal to common goals and values: Consider what the audience also wants to accomplish and how they feel.
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Consider the Cultural ContextConsider the Cultural Context
Reaction to persuasive appeals can be influenced by a culture’s customs and values. Be aware of the following considerations:Recognize that cultures differUnderstand the importance of face saving in all culturesLearn all you can about various business cultures
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Review QuestionsReview Questions1. What is the definition of persuasion?2. What is the difference between implicit
persuasion and explicit persuasion?3. What is identifying your persuasive goal
important and what are three types of persuasive goals?
4. Why is it important to predict your audience’s reaction?
5. What are the three types of audience acceptance and how do they work?
Copyright © 2014, 2011, 2008 by Pearson Education, Inc. All rights reserved.
Review Questions (continued)Review Questions (continued)
6. What are the three types of audience connection and how do they work?
7. Why is it important to allow for give and take?8. What are the five types of constraints on an
argument and what do they each mean?9. In what two ways can you support your claims
convincingly?10. What three things can you do to ensure you
consider the cultural context in an argument?