The Dynamics of Persuasion: Communication and Attitudes in the 21st Century

By Richard M. Perloff | Go to book overview

Contents
Prefacexiii
Part 1Foundations1
1 Introduction to Persuasion3
   Persuasion: Constancies and Changes4
   Foundations of Persuasion7
       Defining Persuasion8
       Persuasion Versus Coercion12
       The Bad Boy of Persuasion17
       Understanding Persuasive Communication              Effects18
   Historical Review of Persuasion Scholarship20
       Ancient Greece: “If s All Sophos to Me”20
       The First Scientist of Persuasion21
       A Breezy Tour of Rome and the Centuries              that Followed22
       Rhetorical Developments in the United States23
       Origins of the Social Scientific Approach24
   The Contemporary Study of Persuasion26
   Seeing the Big Picture28
       Persuasion and Ethics29
   The Present Approach32
   Conclusions34

-vii-

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