COMMUNICATION A process Fourth edition This fourth edition of The art of Persuasive Communication – A process situates contemporary persuasive practices against the background of the rich history of rhetoric and within the setting of a democratic state from its broad starting points in an interpersonal setting to its manifestation as mass persuasion or propaganda in the wider political sphere Contemporary examples, including rhetorical discourses of South African statesmen, are provided to facilitate understanding The art of PERSUASIVE COMMUNICATION A process Fourth edition A process The work is theoretically well-grounded and considerate of the practical dimensions of persuasion – The art of PERSUASIVE PERSUASIVE COMMUNICATION The art of Fourth edition Throughout, the author addresses critical issues that are important to communication science scholars and practitioners, as well as those active in related disciplines such as political science, sociology, social psychology and rhetorical studies In fact, the book should be helpful to potential persuaders and persuasion and defend themselves against the unscrupulous There is much new material in the fourth edition, especially with regard to the role of social media; leadership, political language and persuasion; and rhetorical criticism, including constructing the rhetorical imprint of a public rhetor Professor Dr Johann de Wet, author, co-author and editor of numerous academic titles, is currently attached to the Department of Communication Science at the University of the Free State in Bloemfontein, Johann C de Wet persuadees across the broad spectrum of society It will give persuadees a better chance to identify South Africa He teaches, and consults on, persuasive communication, political communication and leadership communication www.jutaacademic.co.za WN43_persuasive communication_print ready.indd 2,4 Johann C de Wet 29/11/2016 5:59 PM The art of persuasive communication – A process JUTA_Art_of_Persuasive_Comm_4_01.indd 2016/11/30 1:47 PM JUTA_Art_of_Persuasive_Comm_4_01.indd 2016/11/30 1:47 PM The art of persuasive communication A p r o c e s s Fourth edition Johann C de Wet JUTA_Art_of_Persuasive_Comm_4_01.indd 2016/11/30 1:47 PM The art of persuasive communication – A process First edition 1988 Second edition 1991 Third edition 2010 Fourth edition 2017 Juta and Company (Pty) Ltd PO Box 14373, Lansdowne 7779, Cape Town, South Africa © 2017 Juta and Company (Pty) Ltd ISBN 978 48511 713 (Print) ISBN 978 48512 459 (WebPDF) All rights reserved No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system, without prior permission in writing from the publisher Subject to any applicable licensing terms and conditions in the case of electronically supplied publications, a person may engage in fair dealing with a copy of this publication for his or her personal or private use, or his or her research or private study See section 12(1)(a) of the Copyright Act 98 of 1978 Project manager: Seshni Kazadi Editor: Danya Ristić-Schacherl Proofreader: Pat Hanekom Cover designer: WaterBerry Design Typesetter: Firelight Studio Indexer: Lexinfo Typeset in Adobe Text Pro 11pt on 13pt The author and the publisher believe on the strength of due diligence exercised that this work does not contain any material that is the subject of copyright held by another person In the alternative, they believe that any protected pre-existing material that may be comprised in it has been used with appropriate authority or has been used in circumstances that make such use permissible under the law This book has been independently peer-reviewed by academics who are experts in the field JUTA_Art_of_Persuasive_Comm_4_01.indd 2016/11/30 1:47 PM Table of contents Preface xi Chapter one: Communication and persuasion: A democratic setting 7 11 12 13 1.1 Introduction: On communication 1.2 Persuasion as a process of communication 1.2.1 Forms of persuasion: A brief synopsis 1.2.2 Persuasion as art and science 1.3 Persuasion in the service of democracy 1.3.1 Democracy as a form of government 1.3.2 Democracy as ideology 1.3.3 Democracy and freedom 1.3.3.1 Individual freedoms and democracy 1.3.3.2 Freedom of thought and discussion 1.3.3.3 Freedom in a democracy: The underlying communicological idea 1.3.4 Democracy and equality 1.3.4.1 Tocqueville’s warning 1.3.4.2 Equality in a democracy: The basic communicological idea 1.3.5 Freedom versus equality 1.3.6 Questions for South African and other communities 1.4 Persuasion and ethics 1.4.1 Ethical persuasion: A question of approach and culture 1.5 Resistance to persuasion 1.5.1 Creating a social consciousness and self-consciousness of persuasion 15 15 16 17 17 18 21 22 24 25 Chapter two: Persuasive communication: The historical context 28 29 29 31 32 34 36 37 Chapter three: Broad starting points of interpersonal persuasion 43 44 44 44 44 45 47 2.1 Introduction: The Greek roots 2.2 Plato’s criticism of rhetoric 2.3 Aristotle’s view of rhetoric 2.3.1 Rhetoric as an art 2.3.2 Artistic proofs and the enthymeme 2.4 The Romans and the classical tradition 2.5 Further historical development of rhetoric: A brief overview 3.1 Introduction 3.2 Verbal messages 3.2.1 Consider human emotions 3.2.1.1 Attitudes 3.2.1.2 Needs 3.2.1.3 Consistency JUTA_Art_of_Persuasive_Comm_4_01.indd 2016/11/30 1:47 PM The art of persuasive communication 3.2.2 Be rational 3.2.2.1 Evidence 3.2.2.2 Reasoning 3.2.2.3 Argumentation 3.2.3 Show credibility 3.2.3.1 Expertness 3.2.3.2 Trustworthiness 3.2.3.3 Goodwill 3.3 Non-verbal messages 3.3.1 Objectics 3.3.2 Proxemics 3.3.3 Chronemics 3.3.4 Haptics 3.3.5 Kinesics 3.3.6 Oculesics 3.3.7 Vocalics 3.4 Key questions and answers 48 48 50 51 55 55 55 55 56 57 57 58 58 58 59 59 60 Chapter four: Theories of interpersonal persuasion 65 66 66 67 68 68 70 70 71 71 71 72 73 74 4.1 Introduction 4.2 Attitude change theory 4.3 Theories of reasoned action and planned behaviour 4.4 Learning theories 4.4.1 Classical conditioning and Skinnerian behaviourism 4.4.2 Social learning theory 4.5 Consistency theories 4.5.1 Balance theory 4.5.2 Congruity theory 4.5.3 Cognitive dissonance theory 4.5.4 Belief hierarchy 4.6 Social judgement–involvement theory 4.7 Elaboration likelihood theory Chapter five: Persuasion, mass and social media, and public opinion 5.1 Introduction: A changed circumstance 5.2 Traditional theories of mass media effects 5.3 The role of the traditional news media 5.3.1 On defining news 5.3.2 Towards an integrated approach to understanding news selection 5.4 Social media 77 78 79 83 83 84 86 vi JUTA_Art_of_Persuasive_Comm_4_01.indd 2016/11/30 1:47 PM Table of contents 5.5 Public opinion 5.5.1 Solid, fluid and gaseous public opinion 5.5.2 Characterising public opinion 5.6 A model and a sequence of mass persuasion 5.6.1 Rank’s model of persuasion 5.6.2 Monroe’s motivated sequence 89 89 90 93 93 95 Chapter six: Perspectives of propaganda 98 99 101 103 6.1 Propaganda: A historical orientation 6.2 The traditional perspective of propaganda 6.2.1 The basic techniques 6.2.2 The difference between democratic and totalitarian propaganda 6.3 Bureaucratic propaganda 6.4 Ellul’s view of propaganda 6.4.1 Ellul on democracy’s need of propaganda 6.4.2 Ellul’s contribution Chapter seven: Leadership, persuasive language and politics 7.1 Leadership 7.1.1 On transformational leadership 7.2 Language and politics 7.3 Political persuasion: Language styles and settings 7.3.1 The oratory setting 7.3.2 The small group bargaining setting 7.3.3 The assembly debate setting 7.3.4 The non-violent resistance setting 7.4 Directed political language 7.4.1 Shifting patterns in key words and phrases in South Africa Chapter eight: Image and persuasive political campaign management 8.1 Persuasion, politics and image management 8.1.1 Political image, identity and personality 8.1.2 The art of image management: Goffman’s view 8.1.2.1 Defensive measures in the art of image management 8.1.2.2 Protective measures in the art of image management 8.1.3 A case for news media diplomacy 8.2 Persuasion and political election campaigns 8.2.1 On political campaigns and movements 8.2.2 The candidate 8.2.3 The style and arrangement of a formal political speech 8.2.3.1 Style 8.2.3.2 Arrangement 104 105 107 112 113 117 118 118 120 121 122 124 126 127 131 134 139 140 140 140 142 142 143 145 145 147 148 149 150 vii JUTA_Art_of_Persuasive_Comm_4_01.indd 2016/11/30 1:47 PM The art of persuasive communication 8.2.4 Campaign management 8.2.4.1 Research 8.2.4.2 Strategy formulation 8.2.4.3 Fund-raising 8.2.4.4 Advertising and media use 8.2.4.5 Debate planning 151 151 152 156 156 159 Chapter nine: Persuasion and political debates 162 163 166 167 167 168 169 169 172 173 174 Chapter ten: Persuasion and political negotiation 178 179 179 181 182 183 186 187 190 190 191 191 192 193 Chapter eleven: Rhetorical discourses of South African statesmen 195 196 196 197 9.1 Introduction 9.2 Arguments for and against debate 9.3 Content and relational strategies 9.3.1 Content strategies 9.3.2 Relational strategies 9.4 Debate tactics 9.4.1 Verbal tactics 9.4.2 Non-verbal tactics 9.5 Debate effects 9.5.1 The concept of the debate winner 10.1 The concepts of political negotiation and bargaining 10.2 Negotiation as a peaceful alternative to political conflict 10.3 Negotiation styles and skills 10.4 A joint problem-solving approach as the ideal 10.4.1 A win-win strategy 10.5 The role of a mediator 10.6 International political negotiation 10.6.1 Diplomatic persuasion: Complicating factors 10.6.1.1 The role of interests 10.6.1.2 The role of power 10.6.1.3 The role of ideology 10.6.1.4 The role of propaganda 10.6.1.5 The role of trust 11.1 Introduction 11.2 F W de Klerk’s historic speech, February 1990 11.2.1 The text of De Klerk’s opening address 11.3 Mandela and De Klerk on receiving the Nobel Peace Prize, December 1993 11.3.1 The text of Mandela’s acceptance speech 11.3.2 The text of De Klerk’s acceptance speech 210 211 215 viii JUTA_Art_of_Persuasive_Comm_4_01.indd 2016/11/30 1:47 PM Table of contents 11.4 Nelson Mandela’s inaugural address, May 1994 11.4.1 The text of Mandela’s inaugural speech 11.5 Thabo Mbeki on NEPAD and the AU, October 2001 11.5.1 The text of Mbeki’s speech on NEPAD and the AU 11.6 Jacob Zuma’s inaugural address, May 2009 11.6.1 The text of Zuma’s inaugural speech 11.7 Critiquing political discourses 11.7.1 Focusing on structure 11.7.1.1 De Klerk’s first parliamentary opening address, February 1990 11.7.1.2 Mbeki’s speech on NEPAD and the AU, October 2001 11.7.2 Focusing on the use of the Aristotelian artistic proofs 11.7.2.1 De Klerk’s first parliamentary opening address, February 1990 11.7.2.2 Mandela’s inaugural address, May 1994 11.7.3 Focusing on worth and Nilsen’s four-part method 11.7.3.1 Mandela and De Klerk’s acceptance speeches, December 1993 11.7.3.2 Mbeki’s address on NEPAD and the AU, October 2001 11.7.4 Focusing on outcomes 11.7.4.1 Zuma’s inaugural address, May 2009 Chapter twelve: P ersuasion and the rhetorical imprint of a public rhetor 12.1 Introduction 12.2 A rhetorical imprint 12.2.1 Focusing on lines of argument 12.3 Constructing a rhetorical imprint 12.3.1 Deconstructing the data 12.3.2 Building the interpretation 12.4 Dr Van Zyl Slabbert as a public rhetor 12.4.1 Van Zyl Slabbert’s lines of argument 12.4.1.1 From South Africa’s options: Strategies for sharing power (1979:1–30; 120–153) 12.4.1.2 From The last white Parliament (1985:105–143) 12.4.1.3 From Van Zyl Slabbert’s 1985 parliamentary speeches (in Hansard: 22–44; 409–411; 686–694; 1282–1283; 3114–3119; 3728; 3862–3867; 4910–4918; 7100–7110) 222 223 226 226 235 236 241 243 243 244 244 245 249 250 251 252 255 256 261 262 262 263 264 264 264 265 267 267 268 270 ix JUTA_Art_of_Persuasive_Comm_4_01.indd 2016/11/30 1:47 PM The art of persuasive communication Rensburg, RS, 5, 241 Richards, IA, 39 Richmond, VP, 57, 60 Rieke, R, 51, 52, 53 Robins, K, 112 Rogers, EM, 145, Rogers, W, 46, 56, 57, 66, 75, 93 Rokeach, M, 70, 72, 73 Roshcoe, B, 84 Ross, R, 146 Rousseau, J-J, Rutherford, W, 101, 104 Sadie, Y, 147 Salazar, P, 253 Saunders, D, 241 Savage, M, 266 Savage, RL, 140 Scherer, M, 156, 157 Schlesinger, AM Jr, 245 Schoeman, M, 256 Schramm, W, 60 Schulz, EB, 15 Scruton, R, 8, 11, 89 Sejersted, F, 252 Senghor, LS, 10 Sesanti, S, 257 Severin, WJ, 66, 80 Sharp, G, 128, 129, 130 Shaw, C, 154 Sheridan, T, 38 Sherif, M, 73 Sisulu, A, 236 Sisulu, M, 236 Skinner, BF, 68 Smuts, D, 130 Sparks, A, 257, 267 Speer, A 101 Stanyer, J, 82 Stearns, M, 192 Steinberg, S, 276 Stengel, R, 119 Storey, JD, 145 Strydom, A, 276 Swart, G, 136 Tankard, JW, 66, 80 Tannenbaum, P, 70, 71 Tao, SSC, 87 Teng, S, 88 Terblanche, FH, 36 Tisias, 29 Tocqueville, A De, 14, 16–17, 111 Toulmin, SE, 51, 52–54 Trapp, R, 39, 40 Treurnicht, A, 163, 164, 174 Trump, D, 123 Tubbs, SL, 57 Tuchman, G, 83, 84, 86 Turkington, J-R, 152 Tutu, D, 130, 210, 211 Ury, W, 184, 187 Van den Berg, MD, 185 Van Dijk, TA, 120 Van Schoor, M, 2, 37 Van Wyk Louw, NP, 221, 251 Van Zyl, E, 118 Van Zyl Slabbert, F, 7, 136 lines of argument 267–273 public rhetoric of 265–276 rhetoric imprint of 276–277 Vancil, DL, 174, 175 Venter, A, 267 Vosloo, T, 257 Watson, A, 190, 191, 192, 193 Weber, M, 13, 105, 106 Webster, F, 112 Weich, HM, Welsh, D, 266 Westcott, S, 130 Whateley, R 39 Wichelns, HA, 39 Wilkens, I, 266 Williams, D, 156 Williams, R, 23 Wilson, FG, 90 Wilson, JF, 31, 39 Wilson, LJ, 254 Wilson, T, 38 Winans, JA 39 Wink, W, 130 Wolheim, R, Woolbert, CH, 39 Xaba, A, 158 Zille, H, 123, 124, 157 Zuma, J, 131, 158 inaugural address (2009) 235, 236–241, 256–259 294 JUTA_Art_of_Persuasive_Comm_4_01.indd 294 2016/11/30 1:48 PM Subject index Subject index Note: Numbers in italics refer to pages with figures A absolute freedom 13 acceptance stage, of the message appeal 66 accountability 165 actuality 10 Ad herennium 36, 37 advertising (political) 156–159 definition of 156 frequency of message exposure 157, 158 media used in 157–158 social media used 157 in South Africa 158 advocacy organisations 88 affirmation of value 45 African Charter on Human and People’s Rights 232 African nationalism 135 African Renaissance 135, 226, 228, 232, 253, 254 African Union 226 objectives and principles 232 Africanisation 136 Africanism 135 Afrikaans language 94, 119, 131, 221 AfrikaansMustFall 131 Afrikaner nationalism 134 agenda-setting, theory of 80, 81 agitation propaganda of 127 strategy of 127, 128, 129 American presidential debates 163, 173 American Revolution 8, 101 analytical negotiating style 181, 182 ANC front organisation 267 ANC, key words and phrases used by the 135–136 anchor points 73 anti-apartheid movement 212 apartheid 130, 134, 135, 196, 212, 214 apathetic audience 122 argument, lines of 263–264 argumentation 51–54 credibility of persuader 55 elements of 52–54, 54 limits to 52 model for 52–54, 54 principal aim 51 use of language 51, 52 argumentative use of language 51, 52 arguments, instruments for analysing 35 Aristotelian artistic proofs 196, 244–250 creative use of 245 art, rhetoric as 32–34 articulation 36 artistic proofs 34–36, 196, 242 standard (for rhetorical criticism) 241, 242, 244 assembly debate setting 126 association 94 attitude change theory 66–67 attitude–belief–value triad 72, 73 attitudes, role in persuasion 44–45 attribution of responsibility 82 AU see African Union (AU) audience in political persuasion 121–122 in rhetorical criticism 262 role of 31 audiopolations 164 audio-visual medium 81 authoritarian societies 24, 38 systems 8, 39 theory 68 authoritarianism B backing 53, 54, 54 balance theory 71 bandwagon 104 bargaining 125, 126 concept of 179 language 124 basic needs 46, 47, 183 behavioural change 44, 67, 68, 69 control 68 belief 10, 12, 66, 72, 132 belief hierarchy 72–73 believability, of expression 30 belonging, need for 47, 184 bilateral diplomacy 188 Bill of Rights 219, 274 black economic empowerment 136 black/white dialogue 273, 275 blackmail Blanke Bevrydingsbeweging van Suid-Afrika 206 295 JUTA_Art_of_Persuasive_Comm_4_01.indd 295 2016/11/30 1:48 PM The art of persuasive communication blogs 87 body movement 36 British writers 39 Broad-based Black Economic Empowerment (Act 53 of 2003) 136 bureaucracy 78, 106 bureaucratic propaganda 105–107 C campaign management 151–160 advertising 156–159 campaign messaging 153 canvassing 154, 155 communication strategy 152, 154 credibility 153 debate planning 159–160 endorsement 155 events 155 fund-raising 156 research 151 rules in overall party strategy 152 strategy formulation 152–155 targeting of voting districts 153, 154 techniques for voter contact 154, 155 candidate (in election campaign) 147–148 abilities of 147 canvassing 154, 155 card-stacking 104 casual evidence 49 censorship 100, 104 central route to persuasion 74 charismatic oratory 123 chronemics 58 circumstantial evidence 48 citizenship 135 common 271, 272, 273, 275 equal 268 loss of 273 rights of 270, 275 claims 51, 52, 54 classical conditioning 68 rhetoric 36, 37 climate of opinion 80 climate-setting, theory of 80, 81 coalition process 10 coercion 24 coercive stability 270 cogency 51 cognitive dissonance theory 71–72 Cold War 106 colonialism 11, 226, 233 common citizenship 271, 272, 273, 275 communication definition/meaning 2, forms of 2–3 of image 128 levels of principles (in political negotiation) 185–186 process of science 2, 4, 51 structure 2, 78 triptych 2, 4, 29, 78 communicator 2, 3, 4, 29, 30, 183 role in forms of persuasion 5–6 credibility of 55 see also persuader; speaker communicological idea 15, 17 imagination 26 communism 9, 198, 247 composition 94, 94, 95 conflict 82, 83 conformity 15, 17, 108, 111, 112 confrontation politics 271 confusion 95 congruity theory 71 consensus 10, 124, 197, 266 decisions 184 government 274 stability 270 consistency theories 70–73 and verbal messages 47–48 consonance, 47, 48 Constitutional Committee 274 Constitutional Court 219 content strategies 167 context of communication 2, corruption 11, 165, 167, 256, 257 COSATU 206, 256 covert violence 127 creative outlets 45 credibility 34, 44, 49 crime against humanity 212, 257 in South Africa 21, 165, 167 critic description of a 241 and objectivity 256 critiquing De Klerk’s first parliamentary opening address (1990) 296 JUTA_Art_of_Persuasive_Comm_4_01.indd 296 2016/11/30 1:48 PM Subject index credibility 248 display of ethos 245, 248 expertness or intelligence 246 focusing on the use of the Aristotelian artistic proofs 245–249 focusing on structure 243–244 goodwill 247, 248 image 248 logos 249 pathos 148 rhetorical constraints on De Klerk 246 sincerity 248 trustworthiness 247 use of enthymemes 249 critiquing Mandela and De Klerk’s Nobel Peace Prize acceptance speeches (1993); focusing on worth and Nilsen’s four-part method 251–252 behaviour 258 critiquing Mandela’s inaugural address (1994); focusing on the use of the Aristotelian artistic proofs 249–250 display of ethos 249 goodwill 249 integrity and intelligence 249 logos 250 trustworthiness 249 use of pathos 250 critiquing Mbeki’s speech on NEPAD and the AU (2001); focusing on worth and Nilsen’s four-part method 252–255 critiquing Zuma’s inaugural address (2009) 256–259; focusing on outcomes behaviour 258 corruption, wasteful spending and general incompetence 257 division and strife 256 education system 257 media tribunal 257 positive outcomes 259 poverty 256, 257 Protection of State Information Bill 257 right to freedom of expression 257 service delivery 256, 257 struggle for mental liberation 257 welfare grants 259 crowdpreneur 87 cultural diversity 274 imperialism 25 indicators research 79, 80 culture concept of 23 definitions of 23 and ethics 23–24 relevance in ethics and persuasion 23 D data 52, 54, 54 de facto equality 16 De invention 36, 37 de jure equality 16 De Klerk–Treurnicht debate 163, 164, 174 death penalty (in De Klerk’s 1990 address) 201, 246 debate setting 126 debates (political) 159–160 definition of 159 goals of 159, 160 debunking motif 25 deductive reasoning 50 Defiance Campaign (1989) 130 dehortation 33 deliberative rhetoric 33, 35, 148 delivery 37, 38, 39, 50, 151 demagogic oratory 123 democracy African conception of 10, 11 in African philosophy 10, 11 approaches to 11 characteristics of 7 concept of 7, 8, 91 and equality 15–17 as form of government 7–9 and freedom 11–15 as ideology 9–11 and individual freedoms 12–13 liberal ideas associated with Western 12 political systems 8–9, 39, 132, 268, 274, 275 relationship with liberalism 12 Western conception of 8, 10, 11 democratic leadership, requirements for creativity in 245 propaganda 104, 105 public opinion 90 democratic state 11, 17, 18, 19, 104 propaganda in 105, 112, 113 demonstrative rhetoric 33 deontological theories 22 dialectic 35, 38 vs rhetoric 32 dialogue 10, 183, 185, 192, 196, 207, 254, 273, 275 297 JUTA_Art_of_Persuasive_Comm_4_01.indd 297 2016/11/30 1:48 PM The art of persuasive communication dialogues, Plato’s 29–30 dictatorships 101, 105 diplomacy definition of 188 and news media 143 traditional 193 diplomatic persuasion 190–193 role of ideology 191–192 role of interests 190–191 role of power 191 role of propaganda 192–193 role of trust 193 direct democracy evidence 48 directed communication 133 definition of 131 in political systems 132 see also political language directive persuasive techniques 103 discourse 32, 34, 92, 134 forms of 106, 123, 124, 137 lines of argument in 263 logical proof in 263 structure and arrangement of 36 discussion forums 87 dishonour 33 dispositio 36 disposition 36, 38 dissonance sources of 47–48 theory 71–72 distance, in persuasion 57 diversion 95 diversity 14 cultural 274 ideological 251 of interests 252 of needs 18 of perspectives 240 political significance of 274 domination 11, 221, 268, 269, 270, 275 downplay 95 dramatic evidence 49 dramaturgical pentad (of image management) 141–143, 145 DRIP FUED BE MAP formula 185–186 dyadic communication 2, 3, E economic consequences 82 economic sanctions 192, 246 economy, the (in De Klerk’s 1990 address) 202–205 education 5, 37, 73, 157 education system 257 educational debates 163, 164, 175 efficiency, ethic of 109 egalitarian society 17, 93, 118 ego satisfaction 45 ego-involvement 73 elaboration likelihood theory (ELT) 74–76 election 8, 10, 164, 165, 197, 222, 235, 246 election campaign (in South Africa) 83, 121, 145–160 electoral will ELT see elaboration likelihood theory elocutio 36 elocution 38 elocutionary movement 38, 39 emotional proof 34, 248 security 45 endorsement 155 English Renaissance 38 Enlightenment, ideas of 8, 39 enthymeme 34, 35, 36, 149, 151, 249 environment, in persuasion 57 environment/circumstance (in rhetorical discourse) 262 epideictic rhetoric 33, 35 equal opportunity in the land 20 equality 7, 9, 11 before the law 15–16, 17, 246 of circumstances 17 challenges in South Africa 20, 21 of character 17 and democracy 12, 15–17 vs freedom 17–18, of opportunity 7, 16, 17, 20, 246 of political opportunity principle of 16, 17 and sameness 16, 17, 18 and Tocqueville’s warning 16–17 escalation 147 ethic of efficiency 109 ethical discourse 151 ethical persuasion 22–24 approaches to 22 and culture 23–24 ethical proof 34 ethics 11 and culture 23–24 macro theories relating to 21–22 298 JUTA_Art_of_Persuasive_Comm_4_01.indd 298 2016/11/30 1:48 PM Subject index in persuasion 21–24 and persuasive communication 22, 23 ethos 34–36 European socialism 10 events 155 evidence 48–50 classification of 48 generalisations 49–50 types of 49 exhortation 33 expediency 33 experience (in rhetoric) 23, 26, 33, 37 expert evidence 49 expertness, of communicator/speaker 34, 55 eye behaviour, in persuasion 59 F Facebook 87, 88 power of 157 facial expression, in persuasion 58 fascist propaganda 68 FeesMustFall 88, 131 First World War 99, 101 first-hand evidence 49 foreign policy 188, 193 foreign relations (in De Klerk’s 1990 address) 198–199, 243 forensic rhetoric 33, 34, 35 framing of the media 82, 83 free word, the 20 freedom 8–9, 11 of assembly 9, 12 of association 9, 12 as the absence of restraint 11 from arbitrary arrest and imprisonment connotations 11 constraints on 19 and democracy 11–15 and equality 11 vs equality 17–18 of the individual 7, 12, 13 of individual to choose 13 and liberty 12 meaning of 11, 12 of the press 9, 12, 13, 19, 20 principle of 19 from restraint 12 of speech, information and the press 8, 12 of thought and expression 13–15 Freedom Charter 135 French philosophers 38, 101, 105 French Renaissance 38 French Revolution 8, 101 fund-raising 156 G gender 40 equality 259 gesticulation, in persuasion 58, 59 gestures, in persuasion 58, 59 glittering generality 103 Goffmanian dramaturgical pentad of image management 141–143, 145 goodwill, of communicator/speaker 34, 55 Gorgias 30 government spending 257, 258 surveillance 88, 89 guilt, sense of 48 Gupta scandal 167, 256, 258 H haptics 58 hate speech 19 Hellenistic rhetoric 36 honour 33 horizontal communication propaganda 108 hortatory style 122, 123 hostile audience 121 human emotions, in verbal messages 44–48 freedom and equality 11 interest 82, 83 motivation 44 needs see needs human rights 10, 128, 131, 160 in De Klerk’s first parliamentary opening address (1990) 199, 200, 246, 247 in Mandela’s Nobel Peace Prize acceptance speech (1993) 211, 213, 214, 252 in Mbeki’s speech on NEPAD and AU (2001) 229, 232, 254 I ideas adaptation of in American and French revolutions and democracy 10 in the ELT 74 of Enlightenment in persuasion 299 JUTA_Art_of_Persuasive_Comm_4_01.indd 299 2016/11/30 1:48 PM The art of persuasive communication regeneration of 5, science of 9, 10 and Western democracy 12 identification concept of 40 in electoral campaigns 146, 152 ideological movement, strategies used by 146–147 ideologues ideology meaning of 9, 10 role in diplomatic persuasion 191–192 image (of political party) content of 140, goals, strategies to attain 167–168 image management 140 art of 140–141 defensive measures in the art of 142 elements and terms of Goffmanian dramaturgical pentad of 141–143, 145 news media in 143, 144 organisational needs for 142 policy 143 protective measures in the art of 142–143 immortality 46 impression management see image management incompetence in public service 257 indirect democracy evidence 48 individual expression 18, 91 freedom 8, 9, 12, 13, 14, 15 individuality 14, 16, 18 indoctrination 5, inductive reasoning 50 Industrial Revolution 101 inequalities 16, 20, 136 influx control 271, 272, 275 information and communication technology 79 information explosion 111, 112 injustice 33 inoculation theory 24 Institute for Propaganda Analysis 102, 103 Institutes of oratory 37 Institutio oratoria 37 instrumental uses of language 51, 52 values 73 intensification 94–94 intensify/downplay scheme 94, 94, 159 interconnective discourse 92 intercultural harmony 19 sensitivities 20 interests, role in diplomatic persuasion 190–191 Interim Government of National Unity 135, 224 international dialogue 192 international political negotiation 187–193 basic formal pattern of 188–189 and diplomacy 188 diplomatic persuasion 190–193 new media forums 190 purpose of 188 international political relations 188 interpersonal level interviews 124 intrapersonal communication 2, intrapersonal level intuitive negotiating style 181, 182 inventio 36, 245 invention 36, 37, 38, 39, 245 irrational propaganda 108 J journalists 84, 85, 86 judiciary 9, 200, 208, 247, 274 justice 33, 128, 214 K kinesics 58–59 knowledge, levels of 32–33 L La technique 109, 113 land 165 reform 167 restitution 135, 256 language appropriate use of 32, 36 of political persuasion 120 style and settings 122, 126, 131–137 uses in argumentation 51, 52 late-modern democratic society 78 lay evidence 49 leaders, functions of effective 118 leadership definition of 118 Mandela’s eight lessons on 119–120 transformational 118–120 legal equality 15, 16, 129 rhetoric 33 300 JUTA_Art_of_Persuasive_Comm_4_01.indd 300 2016/11/30 1:48 PM Subject index legislature 9, 156 les ideologues liberal democracy 12, 115, 266 liberalism, relationship with democracy 12 life chances 15 insurance 46 lines of argument 263–264, 267 literature drop 155 logic 35, 37 logical proof 34, 249, 263 logos 34–36, description 35 lose-lose strategy 184 love objects 46 M majoritarianism 274 manipulation 5, 102, 114, 165, 254 manipulative communication, characteristics of 183 Marikana massacre 167, 256 Maslow’s levels of needs 46, 46, 47 mass communication 3, 78, 79, 102, 103 concept of effect of 79 technologies of 190 mass consumption 78 education 110, 111 level mass media growth of 25 persuasive function of 79 and role models 80 traditional 78 mass persuasion 6, 78, 91 see also propaganda mass persuasive practices, effect on formation of public opinion 93–96 mass production 78 society theory 108 society, characteristics 78 violence 207 media frames 82, 83 framing 82, 83 priming 81, 82 tribunal 257 in mass communication mediation (in political negotiation) 186–187 mediator (in political negotiation) attributes of 187 responsibilities of 186 mediocrity 17 medium 2, 4, 29 in technical determinism theory 80–81 technology of the 85 in traditional propaganda 107 in uses and gratifications theory 81 see also message memoria 36 memory (in rhetoric) 32, 33, 36, 38 mental liberation, struggle for 257 message 2, 3, 29 conclusions 61 effectiveness of 61 expression interpretation in rhetorical criticism 262 in Sophistic rhetoric 30 timing of 61 see also medium minimum effects tradition 173 minority rights 135, 199, 200, 274 rule 8, 212, 222, 227 veto 268, 274 mirror approach 85 model definition of persuasion 6, modern transport 78 Monroe’s motivated sequence 95–97 moral conduct 21 morality 82 and propaganda 100 motif of unrespectability 25 motivated audience 122 sequence 95–97 motivation, means of 44 multilateral conferences 188 diplomacy 188 multimedia and file sharing 87 multiracial government of national unity 210 mutual respect 17, 239 N name-calling 103 National Council of Provinces (NCOP) 226 301 JUTA_Art_of_Persuasive_Comm_4_01.indd 301 2016/11/30 1:48 PM The art of persuasive communication national democratic revolution 136 National Development Plan 136 National Education Crisis Committee 206 National Planning Commission 136 National Socialist (Nazi) propaganda 68, 101, 102 national unity 135, 210 nationalism 9, 134 natural rights 10, 12 Nazi propaganda 68, 101, 102 NCOP see National Council of Provinces needs 184 for consistency 44 hidden 45–46 Maslow’s levels of 46, 46, 47 in persuasion 45–47, 46 negotiation in De Klerk’s 1990 address 205–209 main purpose of political 188 in management of news media 144 politics 269, 271, 275 neo-Aristotelian approach 244, 245 neo-colonialism 226, 233 NEPAD see New Partnership for Africa’s Development networking services 87 New Partnership for Africa’s Development (NEPAD) 10, 135, 226, 243, 244, 252–255 new rhetorics 39, 40 news approaches to selection of 84–86 definition of 83–84 frame 84 news media 81, 84 diplomacy 144–145 and image management 143–145 and political parties 83 role of 83–86 Nilsen’s four-part method 196, 250, 251 Nkandla 167, 256, 258 Nobel Peace Prize 210, 251 non-artistic proofs 34 non-profit advocacy organisations 87 non-verbal communication/messages 3, 19, 56–60 meaning of 56–57 study areas of 57–60 non-verbal tactics (in political campaigns) 172–173 non-violence 127, 129 non-violent action 128 protest 127 non-violent resistance effect on opponent’s authority 130 in ideological movement 147 image in 129 setting 127–131 in South Africa 130 as a strategy of agitation 127, 128 and social media 131 normative negotiating style 181, 182 novelty in the news business 83 NP government, key words and phrases used by the 134–135 O OAU see Organisation of African Unity objectics 57 oculesics 59 official propaganda 104, 105 omission 95 one-text procedure (decision-making) 187 online systems 78 Open Society Foundation for South Africa 265–266 opinion 15, 17 and attitudes 44 climate of 80 in mass media 80 and propaganda 102, 107 and self-interest 92 opportunity, equality of 7, 16, 17, 20, 246 opposing arguments, dealing with 61 oratory settings 122–124, 126, 148 Organisation of African Unity (OAU) 226 original evidence 49 P paralanguage 59 Parsonian systems theory 266 pathos 34–36, description 35 peaceful protests (in South Africa) 130, 131 people, meaning of term perception, definition of 140 Perfect Orator 37 Peripatetic School of Philosophy 31 peripheral route to persuasion 74 personal behaviour 258 evidence 49 persuadee 4, 24, 66 attitude of 44 see also recipient persuader 4, credibility of 55 302 JUTA_Art_of_Persuasive_Comm_4_01.indd 302 2016/11/30 1:48 PM Subject index effectiveness of 61 encoding verbal messages 44–48 and ethical issues 22 and Plato’s principles of persuasive communication 30 in Western culture 57 see also speaker; communicator; rhetor persuasion argumentation in process of 51–54 definition/description of 4, ethical evaluation of 22 ethical issues in 21–24 evidence in process of 48–50 forms of function/purpose of 4, 5, in the functioning of a democracy and group membership/decisions 62–63 implications of 26 inoculation against 24 means of 34 model of 6, proof in 48 Rank’s model of 93–95, 94 rational factors in 48 reasoning in process of 48, 50–51 relevance in modern society 24 resistance to 24–26 role of attitudes in 44–45 role of recipient variables in 62 as art and science self-consciousness of 24, 25–26 social consciousness of 24, 25–26 theories of interpersonal 66–75 theory of 6, persuasive advertising 156–159 bargaining 125 persuasive communication effects in interpersonal setting 60–61 Greek roots of 29 study of 29 see also rhetoric persuasive discourse 148 intention of 262, 263 message appeals, pattern for 95, 96 messages, settings of 122–131 oratory 29, 31, 35 techniques 22 petition 146 PFP see Progressive Federal Party Phaedrus 30 philosophical rhetoric 29, 32 podcasting 87 polarisation 147 political campaign debate 159–160 communication 120 conflict 179, 180 political debates advantages of/arguments for 166 concept of winner of 174–175 disadvantages of/arguments against 166 effects of 173–176 format of 163, 164 guidelines for televised 164 image in 165, 166 issues focused on 167 non-verbal tactics 172–173 strategies to attain image goals 167–168 on television 165 use of topics in 163, 164, 165 verbal tactics 169–172 political discourse 34, 123, 134 domination 270 political election campaign 145 advertising 156–159 candidate in 147–148 description of 145–146 kinds of voters in 147–148 management of 151–160 vs political movement 146 social media used 157 speeches 149–151 stages of 146 political equality 16, 17, 20, 246 frames, impact on individuals 82 institutions 104, 120 leadership 119–120 political language 122, 126, 131–137 ambiguity in 134 functions of 132–133 as instrument of power 136–137 key words and phrases used by the ANC 135–136 key words and phrases used by the NP government 134–135 role of ideology in 132 see also directed communication political movement 146–147 303 JUTA_Art_of_Persuasive_Comm_4_01.indd 303 2016/11/30 1:48 PM The art of persuasive communication political negotiation between states 187–193 communication principles in 185–186 definition of 179 guidelines 181–182 importance of power in 180 joint problem-solving approach to 182–186 phases of 182, 183 and political conflict 179, 180 preconditions for 180 rational dialogue in 183 role of mediation 186–187 styles of 181 political participation 90 political party identity of 140 image management 140–145 image of 140 and news media 83 personality of 140 rules in overall strategy of 152 political persuasion 121 aims of 121 contemporary settings of 122–131 guidelines for addressing audiences 121–122 language of 120, 121–131 language style of 122 political propaganda 108 relations 188 rhetoric 33, 34, 265 rights 8, 16 political speeches 148 arrangement of 150–151 characteristics of good style of 149 methods of qualitatively critiquing of 196 parts of 150 political stability 20, 136 political systems and directed communication 131, 132 democratic 39 in South Africa 268, 270, 274, 275 normative assumptions 8–9 political transformation 20 political violence 11, 127, 180, 193, 215 after 1990 (during political reforms) 210 and De Klerk’s speech (1990) 205, 206, 207, 208 and Mandela’s Nobel Peace Prize acceptance speech (1993) 212 and Van Zyl Slabbert’s public rhetoric 269, 271, 272 political/rhetorical discourse critiquing of 241–259 standard for evaluating of 241, 242 politically persuasive messages, settings of 122–131 politico-ideological resistance 128 Politics 132 politics communicative dimension of 120 description of 120 verbal messages in 120, 121 postures, in persuasion 58, 59 poverty 20, 217, 218, 228, 253, 256, 257 power 15, 16, 100, 101 abuse of 93, 240 centralisation of 135 of Facebook 157 of government 8, of individual 13 of individual expression 18 and the law of the majority 17 of mass media 80 of people of political language 136, 137 in political negotiations 180 principles in political negotiations 180 relationships 129 role in diplomatic persuasion 191 role of 191 of the rulers 130 sense of 46 sharing of 266, 267, 268, 274, 276 sources of 146, 147 of speech 248 prearranged evidence 49 predictability, demonstration of 48 press conferences 123, 131 freedom 9, 12, 13, 19, 20 prestige, loss of 47, 48, primacy versus recency 62 primary evidence 49 private dialogue 192 Progressive Federal Party (PFP) 265 promulgation 146 pronunciation 38 pronuntiatio 36 proof components of 48, 49 kinds of 34 Propaganda Analysis, Institute for 102, 103 304 JUTA_Art_of_Persuasive_Comm_4_01.indd 304 2016/11/30 1:48 PM Subject index propaganda 5, of agitation 108 basic techniques 103–104 concepts of 104–105 of conformity 108, 111 definitions of 102–103 in a democracy vs in a totalitarian state 104–105 in a dictatorship 101, 105 effects/influence of 108, 113 Ellul on democracy’s need of 112–113 Ellul’s treatise on 113 Ellul’s view of 107–112 ideas on 114 and information 111, 112 of integration 108, 109 and mass media 107, 110, 111, 115 meaning of 99, 102 medium 107 methods/techniques 99, 100, 102, 103, 110 objective of 103 opposing types of 108 purpose of 107, 112–113 reconceptualisation of 114 and revolution 101 role in diplomatic persuasion 192–193 Roman examples of 100 target 107 techniques in totalitarian states 105 theory 68 traditional vs bureaucratic 107 used by the Third Reich 101, 102 Protection of State Information Bill 257 protest 131, 207, 269 marches 127, 130 politics 271 Protestant ministers 39 Protestant reformation 99 proxemics 57 psychological manipulation 102 tension 72 warfare 5, public communication dialogue 192 discourse 123, 124, public opinion 9, 20 categories of 89 in democracies 90, 91 description of 89 effect of social media on 92, 93 fluid state of 90 formation of 91 gaseous state of 90 generalisations about 91–92 role of mass media in 89 solid state of 89 public relations 5, 7, 85, 144 public rhetoric, of Van Zyl Slabbert 265–276 discussion and summation 273–276 lines of argument 267–273 public sentiment 14, 15 worth 90 Public-Private-Partnerships 230 Q qualifiers 53, 54, 54 qualitative communication research method 241 qualitatively critiquing of political speeches, methods of 196 R racial domination 11, 221, 268, 269, 270, 275 Rank’s model of persuasion 93–95, 94 tactics for downplay 95 tactics for intensification 94–95, 94 rational dialogue 183, 185, 196 evidence 49 propaganda 108 real evidence 49 reasoning 48, 50–51 classification of 50 types of 51 rebuttals 53, 54, 54 rechtstaat 219 recipient variables, role in persuasion 62, 95 recipient attitude and behaviour 4, 22 criteria in voting decisions of 174–176 critical 93 in motivated sequence 96 number of and opposing arguments 61 resistance of 24 in rhetorical discourse 262 rights of 11, 24 role in forms of persuasion 5–6 in Sophistic rhetoric 30 see also persuader relational strategies 168 relativising motif 25 305 JUTA_Art_of_Persuasive_Comm_4_01.indd 305 2016/11/30 1:48 PM The art of persuasive communication religious issues, in South Africa 19 religious approach to ethics 22 convictions 216 freedom 9, 12, 19 intolerance 217 renaissance 14, 36, 38 African 135, 226, 228, 232, 253, 254 philosophy of 254 repetition 94 representative democracy resistance to persuasion 24–26 respect 10, 55, 103 for audience 118, 121, 122 of individual rights 200, 214 mutual 17, 145, 239 revolution (in ideological/political movements) 147 revolutionary movements 127 rewards, use of 48 rhetor meaning in Athenian democracy 262 vs orator 262 persuasive intention of 262, 263 premises or assertions by 263 and Plato’s principles of persuasive communication 30 rhetorical imprint of 262 see also persuader rhetoric Aristotle’s definition of 32, 33 Aristotle’s view of 31–36 as an art 32–34 classification of 29 vs dialectic 32 essential element of 34 five canons of 36, 245 four uses of 32 Greek roots of 29 kinds of speeches 33, 35 in the Middle Ages 37, 38 new approaches to the study of 39, 40 Plato’s principles of 30–31 and the Renaissance 38 use of the enthymeme 34, 35, 36 see also persuasive communication Rhetoric, the 31, 32, 33, 38 Book I 31, 32 Book II 31, 32 Book III 31, 32, 148, 151 guidelines on style and arrangement of speeches 148–151 role of audience 31 role of speaker 31 the speech 31 Rhetorica ad herennium 36 rhetorical criticism 241 approaches to 244, 245 artistic standard in 241, 242, 244 definition of 241, 242 of De Klerk’s first parliamentary opening address (1990) 243–244, 245–249 focusing on four fundamental variables in rhetorical discourse 262 focusing on outcomes 255–259 focusing on structure 243–244 focusing on the use of Aristotelian artistic proofs 244–250 focusing on worth and Nilsen’s four-part method 250–255 of Mandela and De Klerk’s acceptance speeches (1993) 251–252 of Mandela’s inaugural address (1994) 249–250 of Mbeki’s address on NEPAD and the AU (2001) 252–255 of Mbeki’s speech on NEPAD and the AU (2001) 244 of Zuma’s inaugural address (2009) 256–259 rhetorical discourse 34 four fundamental variables in 262 rhetorical imprint building the interpretation 264–265 constructing of a 264–265 deconstructing the data 264 definition of 262 formulating of 266 locating lines of argument 263–264 logical proof 263 theoretical framework 263 of Van Zyl Slabbert 276–277 rhetorical speeches, types of 33, 34, 35 right to choose 12 to freedom of expression, under threat 257 roots, need for 46 rule of law 9, 10 rule of technique 109 S Sacra congregation 99 sanctions 5, 192, 196 satisfaction 96 science of ideas 306 JUTA_Art_of_Persuasive_Comm_4_01.indd 306 2016/11/30 1:48 PM Subject index Second Sophistic 37 secondary evidence 49 security 47, 184 emotional 45 reassurance of 48 seduction self-actualisation needs 47, 184 self-consciousness of persuasion 24 creating of 25–26 self-direction 15 self-persuasion Senegal talks (1987) 265 sensory perception 32 service delivery 152, 165, 167, 256, 257 Skinnerian behaviourism 69–70 small group bargaining setting 124–126 small group communication social affiliation 73 circumstance 2, 19, 23, 78, conformity 112 social consciousness of persuasion 24 creating of 25–26 dimensions of 25 concomitant motifs 25 social control (social media as a means of ) 93 freedom 12 judgement–involvement theory 73 learning theory 70 social media 78, 86–89 applications of 87 description of 79, 86 effect on formation of public opinion 92, 93 effects of 88 features of 87 functions of 92, 93 and non-violent resistance 131 use of 88 social unity 265 socialism 9, 10, 94 social-psychological theory 173, 174 socio-economic aspects (in De Klerk’s 1990 address) 202 socio-economic resistance 128 sociological imagination 25 propaganda 108, 109, 110 socio-political ideas 9, 10, 191 solidification 146 Sophistic rhetoric 29, 30, 37, 99 believability of expression 30 description of 29 Plato’s criticism of 29–31 South African Law Commission 199, 200 South African National Students Congress 206 Soweto uprising (1976) 267 space, in persuasion 57 speaker 29 as focus in rhetorical criticism 262 qualities of 34 reputation of 34 role in rhetoric 31–32, 34, 35, 36, 37 role of 31 see also communicator, persuader speeches, kinds of 33 spiral of silence theory 80 spontaneity 14, 17, 143, 166 Stalinist communism 198, 247 standard (for rhetorical criticism) 241, 242, 244 State of Emergency 207, 267, 273 statesperson’s oratory 123 statutory discrimination 271, 275 stimulus–response relationship 68 structural violence 127 style 36, 37 stylistic rhetoric 38 SWOT evaluation 151 syllogism 35, 52 T technical rhetoric 29, 37 technological determinism theory 80 innovation 25 theories 21 technology 78 telepolations 164 televised political debate 164 tenders 257 tension reduction 72 terminal values 73 testimonial 103 The republic 99 theory definition of of persuasion of planned behaviour (TPB) 68 of reasoned action (TRA) 67–68 Third Reich 101 thought freedom of 13–15, 16 307 JUTA_Art_of_Persuasive_Comm_4_01.indd 307 2016/11/30 1:48 PM The art of persuasive communication rational 34, 37, 39 rise of scientific 38 time, in persuasion 58 topoi 263 see lines of argument totalitarian concepts of propaganda 104–105 propaganda 104, 105 regime 18 systems 132 totalitarianism 18, 109 touch, in persuasion 58 Toulmin model six elements 52–54, 54 using the 54 TPB see theory of planned behaviour TRA see theory of reasoned action traditional debate 163 diplomacy 193 transformational leader 118–120 Mandela’s eight lessons on political leadership 119–120 qualities of 118–119 transport 78 Tricameral Parliament 134, 164, 267, 270, 275 triptych, of communication 2, 4, 29, 78 trust, role in diplomatic persuasion 193 trustworthiness, of communicator/speaker 34, 55 tyranny of the majority 17 U undecided voters 148 unemployment 165, 167, 202, 213 uniformity 17 United Democratic Front 206, 267, 271 United States Information Agency (USIA) 106 unity 135 of Africa 227, 232 in the country 239, 256 through consensus and dialogue 10 universal peace (in De Klerk’s acceptance speech) 216, 217 unrespectability, motif of 25 unwritten evidence 49 urban uprisings 267 uses and gratifications theory 80, 81 V valuation 10, 121 value affirmation of 45 judgements 21, 81, 123 types of 73 verbal ornamentation 30 political messages 120, 121 tactics (in political campaigns) 169–172 vertical communication 3, propaganda 108 violence 11, 51, 127, 180, 193, 271 after 1990 (during political reforms) 210 and De Klerk’s speech (1990) 205, 206, 207, 208 and Mandela’s Nobel Peace Prize acceptance speech (1993) 212 and Van Zyl Slabbert’s public rhetoric 269, 271, 272, 273 virtual worlds 87 visualisation 96 vocal behaviour, in persuasion 59, 60 vocalics 59–60 vodcasting 87 voter contact, techniques for 154, 155 voters criteria in decisions of 174–176 image of political party 140 war 6, 193, 212 and religion 19 W warrants 52–53, 54, 54 wasteful government spending 257 welfare grants 259 Western democracy ideas 12 liberal ideas associated with 12 principles of 246 white minority rule 212, 222, 227 wikis 87 win-lose strategy 183 win-win strategy 183–186 communication principles in 185–186 tactics in 184–185 women emancipation of 135 in positions of power 259 written evidence 49 medium 81 Y Yale Communication and Attitude Change Program 66 308 JUTA_Art_of_Persuasive_Comm_4_01.indd 308 2016/11/30 1:48 PM .. .The art of persuasive communication – A process JUTA _Art_ of_ Persuasive_ Comm_4_01.indd 2016/11/30 1:47 PM JUTA _Art_ of_ Persuasive_ Comm_4_01.indd 2016/11/30 1:47 PM The art of persuasive. .. x JUTA _Art_ of_ Persuasive_ Comm_4_01.indd 10 2016/11/30 1:47 PM Preface This fourth edition of The art of persuasive communication – A process is a revision and expansion of the third edition. .. e s s Fourth edition Johann C de Wet JUTA _Art_ of_ Persuasive_ Comm_4_01.indd 2016/11/30 1:47 PM The art of persuasive communication – A process First edition 1988 Second edition 1991 Third edition