Persuasion: Speech and Behavioral Change. - Softcover

An understanding of the theories and art of persuasion is a subject fundamental to the study of speech communication; most basic books in the discipline deal with the nature and structure of the "speech to persuade" and with the persuasive effects of messages. If the study of persuasion is seen, not as a body of rules which, if followed, lead inevitably to power and influence, but as a set of unanswered (and sometimes unasked) questions and a series of techniques for ferreting out answers and directions, then the proper shape of a text on persuasion becomes clearer. Professor Cronkhite's book explores the nature and problems of persuasion by delineating the processes of communication research.