Persuasion across times, domains and modalities. Theoretical considerations and emerging themes


PELCLOVÁ Jana LU Wei-lun

Year of publication 2018
Type Chapter of a book
MU Faculty or unit

Faculty of Arts

Description In this chapter, we present persuasion as a social and cognitive phenomenon that at the same time can be seen as a liberal process realized and achieved by a number of semiotic modes in the realm of public discourse. The novelty of our persuasion framework lies in the transdisciplinary approach that blends crucial theories and frameworks from three domains. To be more specific, for the purpose of our research we blend the management of tenor and field (from the domain of pragmatics) with the strategies of ethos and pathos (from the domain of rhetorics) and with the viewpoint strategy of the persuader (from the domain of cognitive linguistics). We conclude that persuasion is very flexible as far as semiotic modes are concerned. In order to disguise the persuasive function, persuasive texts in public discourse have a tendency to be more persuadee-oriented, to accentuate the persuadee's role in the decision-making process, and thus to make the public communication more interactive.
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