Abstract
Persuasion is an indispensable skill in everyday life; that is why, it has aroused researchers’ interest. This study aims to investigate the most frequently used persuasive strategies in texting WHO COVID-19 Virtual Press Conferences and explore how these strategies are employed to achieve persuasive messages.To this end, a text of WHO COVID-19 Virtual Press Conferences has been chosen randomly to be analyzed based on Dillard and Shen’s (2013) “Persuasive strategies in Health Campaigns”. A qualitative method has been adopted in analyzing the selected data to investigate the credibility and validity of the persuasive strategies used in such a domain. Findings have shown that most of the persuasive appeals based on the adopted model are used, but in varying proportions. The total number of the persuasive strategies used in the data is (38) where the incentive appeals constitute 36% (14), the quantitative dissemination factors equal to 18 % (7), the one sided-vs. two-sided messages are 18 %(7), the evidence is 13 %(5), the message sources are 7 % (3), and the message qualities are 5 % (2), respectively. These frequencies show that ‘incentive appeals’ are mostly used. This is because Physical health, or factors, such as the economic, legal, psychological, social, and effort are the key dimensions of the incentive appeals. Each has a positive potential and negative evaluations based on audience’ predispositions. Accordingly, the field in which the persuasive appeals are used determines the frequent use of each one.
Highlights
One way of exerting influence is realized by the use of language
To answer the research questions which read as: What are the persuasive strategies most frequently used in WHO COVID-19 Virtual Press Conferences? And, how are persuasive appeals employed to foster the persuasive process?, the following procedures are to be applied: 1- The text has been divided into 23 extracts ( ET) that contain the persuasive strategies. 2- The persuasive strategies used in the selected data are identified and counted manually. 3- In terms of Dillard and Shen’s (2013), “Persuasive Strategies in Health Campaigns”, the persuasive strategies used in the selected data are analyzed to show how they are best used to foster persuasiveness process. 4- The persuasive strategies are tabulated in order to show the percentages of their frequent use
The persuasive appeals that seem to be important and appropriate are numbered according to their frequent use: 1-Incentive Appeals: They include negative appeals, positive appeals and multiple appeals
Summary
Success or failure to influence others is determined by one’s abilities to define the language and the terms being used for persuasion. Persuasion in the social sciences is an important subject. As it is known, human beings are social beings. What is really crucial about it is that some medical discourses or one of their parts face such a problem of not achieving what must be achieved that needs closer attention. From this aspect, some discourses succeed to reach this goal, but others fail. The persuasiveness of a medical discourse depends extremely on the way it is built. The issue that made one dives in this research is to perceive the different persuasive strategies that construct a powerfully convincing speech for good speakers and the ones who are capable of implanting their ideas in others' minds
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