Abstract
Despite the political and economic importance of Arabic-speaking countries in the Middle East and Northern Africa, limited published research exists about how Arabic culture and language shape regional communication practices, particularly persuasion. This research describes key characteristics of Arabic persuasion by reviewing the extant research and analyzing the persuasion dynamics between a U.S. organization and a Jordanian organization attempting to form a service partnership. Both the literature and results from the case study indicate that Arabic persuasion strategies differ in fundamental ways from U.S. and Western strategies. Various forms of repetition, highly metaphoric language, and strong emotion characterize Arabic persuasion norms when using Arabic and English. These norms are created by the linguistic characteristics of Classical Arabic, the close connection between the Arabic language and Islam, and the social and political hierarchies that shape Arabic interaction.
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