Persuasion

Persuasion, Manipulation and Seduction
Mike Cohen
Persuasion & Argumentation
COM323
Michael Cooper
November 27, 2011






    Human communication according to Codoban, “means influencing other minds through language”. We are directly and indirectly influenced by communication from day to day in each of our lives. Every single influence at some point dictates our persona, attitude, personal preferences, even some decisions. Especially in this current society, there are many various vehicles of which use various methods of persuasion, manipulation and seduction, to get their point across and become very affluent in our lives. For this paper we will discover examples of (persuasion, manipulation and seduction) from each of our every day lives. We then will discuss how they relate to human communication, using modern day examples and show how their influences actually affect people.
    In the Merriam Webster Dictionary, there are three definitions of Persuasion; 1. the act or process or an instance of, 2. the condition of being persuaded, 3. an opinion held with complete assurance. In this paper the definition which fits the best with would be the third option. The second we turn on the TV, open a newspaper, check our email, there are people trying to get our attention in every way they can. Once they have our attention, they’ve succeeded. According to Aurel Codoban, Persuasion can be defined as “the process by which a person’s attitudes or behaviors are, without duress, influenced by other people through communication” (Codoban, 2006, p. 151) This quote is a perfect way to see how even five years ago how communication has gradually progressed. Persuasion is more of an attempt at influence with choices, it varies depending upon how it’s used and applied. It’s likely to continue to progress as we all grow older and older technology becomes obsolete and newer technology is created.
    “The postmodern seduction is a phenomena focused on masses, because it is interested
in quantity, just like manipulation, and in its difference from persuasion which is
individualized. In the context of the rise of the masses as a historical subject, conscience,
and thus persuasion, becomes obsolete.”(Codoban, 2006, p. 155) This is a telling sign of the progress or lack of progression of the use of thought in today’s society. In an indirect way in our current day and age, the need of knowing information is slowly being taken away from us. The internet and instant access to any information of any sort makes society lazy. This is a method of manipulation in the means of placing information to be easily accessible for anyone to use. The more thinking and learning society does, the less use and necessity to access websites and search engines. An example of manipulation in modern society is, focusing on a particular topic that is of popular culture or subject such as the Twilight series. This series was based on a book written with the emphasis on young love and fascination with vampires. Various TV shows and movies were as result of trying to catch on to the phenomenon. They manipulated their audience by realizing the books were best selling books and “took that lightning” and wrote it into a film.     
    “Seduction is based on the promise of happiness or pleasure that results from the
naturalization of the sign, from the inversion of the semiotic genesis, which went in the
first movement from nature to culture.” (Codoban, 2006, p.155) Seduction is an act or an attempt to catch and reach their audiences’ attention by conforming to their personal beliefs and preferences. There is no intent of pushing or pulling you one way or the other but to simply attract you based upon your current position or feelings towards a particular product or service. Many times it uses sex appeal, religion, political preference, gender and racial appeal, pretty much anything of which some person has a soft spot or an understanding for that topic. “ However, manipulation is different from persuasion in that it is a technique fueled by methods that would seek to not only influence, but to deceive.  Manipulation, unlike persuasion, conceals its intentions.” (Codoban, 2006, p.155)
    As you can see there are various means of persuasion used by many media outlets and companies looking to get their word and product out to the public. It’s crucial for these companies to aim to reach their demographic, increase and expand into others. For us as the target audience, we must establish our own values and morals so we can decipher what is persuasion, what is manipulation or what is seduction. Sometimes depending upon the situation, we may want to be persuaded, for the current means or point of view on a subject may be a certain direction. Having being a victim or subject of manipulation it places you into a vulnerable position and creates a reason to second guess your views. Lastly being seduced. Everyone at sometime wants to have their imagination run rampant and have what they already support and enjoy be reinforced. As technology and people change, the most common and consistent part of society we will forever see will be the attempt and the art of manipulation, persuasion and seduction.

References:
Codoban, A. (2006). From Persuasion to manipulation and seduction. (a very short
            history of global communication). JSRI, 14, 151-158.
Seiter, J. S., & Gass, R. H. (2004). Perspectives on persuasion, social influence, and
            compliance gaining. Boston: Pearson Custom Publishing.