Persuasion in Organizational Rhetoric: Distinguishing between Instrumental and Deliberative Approaches
Additional information
Authors
Shanahan F.,
Vogelaar A.,
Seele P.
Type
Book chapter
Year
2018
Language
English
Abstract
The study of persuasion is a historically rich and interdisciplinary field of inquiry, with
consequences for the emergent subfield of organizational rhetoric. The chapter's exploration
begins with the notion that persuasion as a means of attitude change can be developed in
more than a merely instrumental manner characterized by one way communication such as
traditional marketing and public relations efforts. Instead, the chapter proposes that
persuasion can also be developed in a more dialogical and deliberative manner, which is
supported in the etymological root persuadere. We aim to show that emphasizing a more
ethical discourse including two way communication and more equal bargaining position can
be seen in the etymological root and Latin grammar. The article then looks at how
persuasion is developed in the organizational context today, including advances in the …
Book
The Handbook of Organizational Rhetoric and Communication
Publisher
Wiley
Start page number
239
End page number
343
