Presentation Transcript

1. Persuasion

   TECM 4180 Dr. Lam
2. Let’s Review Our last theme was “write like a technical communicator” SO…what’d we learn? Technical Style? Writing with a purpose? Writing for an audience? Writing instructions?
3. “Thinking” like a technical communicator This week we’ll learn to “think” like a technical communicator. This involves a few key concepts: Thinking strategically and communicating persuasively Conducting research and writing proposals Drafting prose elements (intro’s and conclusions)
4. What we’ll cover today Short intro to Aristotelian rhetoric Guidelines for persuasive thinking and communication Examples from the web
5. Rhetoric Write down the first thing that comes to mind when you hear this word
6. Why is thinking strategically and communicating persuasively so important? Some communication is overtly persuasive, but all communication should persuade Email? Text message? Instructions? Proposal? Even when a communication’s primary goal isn’t to persuade, we’re always trying to convince our audience of something(attitudes or actions, or both)
7. Let’s start with Aristotle Ethos—ethical/personal appeal (trustworthiness/credibility) Logos—logical appeal Pathos—emotional appeal http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6146405/k.C7E9/About_Us.htm http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6229505/k.5C4E/Financial_Information.htm http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.8047221/k.7B16/Newborn_and_Child_Survival.htm http://www.youtube.com/watch?v=yPW00i5CH6E
8. Now that we can identify appeals, let’s get pragmatic Reason soundly Listen and respond flexibly to what you hear Focus on your readers’ goals and values Address your readers’ concerns and counterarguments Organize to create a favorable response Build an effective relationship with your readers Persuade ethically
9. Reason Soundly
10. Example- Reasoning
11. A different example
12. Crafting your line of reasoning Sometimes it’s self-evident If a claim is: “Renting the office space will generate $2400 a month” Evidence is: “Below is a signed agreement to rent the office space for $2400 a month” Sometimes it requires explicit reasoning If a claim is: “Renting the office space will generate $2400 a month” Evidence is: “The three buildings nearest to us rented between $2200/month and $2600/month Line of reasoning: “All three buildings are extremely close in square footage and amenities. Therefore, they are directly comparable to our building. Be careful not to overgeneralize “Women talk more than men” “All politicians are crooks” You may need to hedge or contextualize your line of reasoning You may need to overcome objections using your line of reasoning
13. Present Sufficient and Reliable Evidence Sufficient evidence means providing all relevantdetails E.g., Credit card companies should be to solicit on college campuses. Reliable evidence means using evidence your reader will likely accept Empirical vs. anecdotal evidence Data Expert testimony Examples
14. Listen and respond flexibly to what you hear To be persuasive, you must be a good listener You may have an idea, a good idea, but your reader will never be persuaded if you don’t present it to them in the way they need or expect Be flexible in your engagements If they expect or want a more humanistic approach, ditch the logos appeal and move onto an ethos or pathos appeal
15. Address your readers’ concerns and counterarguments It’s easy to focus on your own reasons and argument It’s harder to anticipate reader questions Research shows that it’s essential because readers formulate opinions as they read
16. Organize to create a favorable response Direct vs. Indirect organization Direct begins with main point and then presents evidence Indirect postpones the main point Use direct for favorable response Use indirect for a possibly negative response
17. “Tight” Communication is important Organization among key ideas or sections in a document is essential for persuasion If a reader has trouble making connections, they are going to have trouble buying your argument
18. Build an effective relationship with your readers Consider credibility Expertise Trustworthiness Group membership Dynamic appeal Power Present yourself as a “friend” Praise your readers Present yourself as your readers’ partner Show that you understand your reader Maintain a positive and helpful stance
19. Let’s watch Identify claims, evidence, and line of reasoning is used in this clip What kinds of appeals does the speaker use? (ethos, logos, pathos) Does the speaker address counterarguments adequately? Why or why not? Does the speaker use a direct or indirect approach? How does the speaker establish credibility? http://www.youtube.com/watch?v=WXBTY33fHqc
20. Let’s look at credibility
21. A
22. B
23. A or B? Which did you choose?
24. A
25. B
26. A or B?