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and a means by which persuaders attempt to feci good about themselves by denigrating others. authority-in order to dominate the perspectives and knowledge of those in their audiences .... Miller and Burgoon (1978) concluded that the study of persuasion has not wavered; it has simply changed focus and direction. including those on compliance gaining and deception. scholar ly interest in topics may change as a result of socia l. or political climates- hence the large amount of research on mass per- Chapter I • A Rationale for Studying Persuasion 3 suasion and propaganda during the I940s, especially in World War II, followed by examinations of social protest and resistance to persuasion during the 196Os. if hi5, son or classmates had been thinking such thoughts, they wouldn't be the f I,,1. Plato derided the first teachers of persuasion for "making the worse appear the better reason" (Corbell, 1971, p. persuasion is under attack for being a manipulative acti\ity. you might be wondering whether the study of persuasion has suffered as a result. one might be tempted to conclude thai this is the case. for example, Miller and Burgoon (1978) initially noted: While il would be hyperbolic to state Ihal Ihe gum. Instead, interest in various aspects of persua- sion may be cyclical. in the mid-1970s, Simons ( 1976) noted: From a number of quarters Ihc~c day .... but all persuasion with decep~ (ion and rote-playing, domination and exploitation. Before we do so, however, we think it important to address two related issues. considering that critics of persuasion seem to emcrge and recmerge with some regularity. while skeptics content themselves with the observation that it has become an area of limited, secondary import. 29) Though observations such as thes.e paint a grim picture. scholarly interest in specific topics may not fade forever. How do civil righls a Clivisl S speak OUI against racism or world leaders lobby for peace agreements? The arguments of some critics, however, focus less on the ends of persuasion and instead point accusing fingers at the means by which persuasion is accomplished. the feminist scholars we mentioned earlier take issue with traditional persuasion because it embodies an adversarial view of communication encounters in which one person is trying to do something to another. Indeed, we would be among the first to acknowledge that in our patriarchal society, people often fail to recognize incentives for cooperative communication. tha I c O mpelel1l co mmuni cators are not onl y e ffect ive in ac hi ev in g the ir goa ls but a lso do so in appropriate ways. we be li eve th at th e power 10 persuade ca rri es with it an o bli gati o n 10 persuade ethi call y. the re see ms to be in c rea~ in g and co ntinucd interes t in ethi cal issues surroundin g persuas ion. Robert C ialdini ( 1999) has co mpared ethi cal pe rsuade r" 10 "s leuths:' Unlike ·'bu ng lers." who use ineffecti ve strategies. rool1l 10 tal"- about '·pcr~uasion.'· the :-.ubjeci the author t C~lchc ... How does a mother warn her five-year-old child never 10 take rides from strangers? The list of good things that can be accomplished through persuasion is endless. Whil e we have no qu a lms abo ut teac hin g stud ent s to become more effec tive persuaders. ll Ould note that some femini~1 scholars admit that pe rsuasion is sometimes neces· ..

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