{"id":236,"date":"2022-04-01T13:25:46","date_gmt":"2022-04-01T13:25:46","guid":{"rendered":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/chapter\/a-definition-of-persuasion\/"},"modified":"2026-07-22T19:13:13","modified_gmt":"2026-07-22T19:13:13","slug":"a-definition-of-persuasion","status":"publish","type":"chapter","link":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/chapter\/a-definition-of-persuasion\/","title":{"raw":"13.2 Defining Persuasion","rendered":"13.2 Defining Persuasion"},"content":{"raw":"<div id=\"slug-13-2-defining-persuasion\" class=\"chapter standard\">\r\n<h2 class=\"chapter-title\" style=\"text-align: center;\">13.2 Defining Persuasion<\/h2>\r\n<strong>Persuasion<\/strong> can be understood in more than one way, depending on how we think about its purpose. A commonly used definition describes persuasion as \u201cthe process of creating, reinforcing, or changing people\u2019s beliefs or actions.\u201d This definition provides a helpful starting point because it highlights one central idea: persuasion involves <em>change<\/em>.\r\n\r\nOne useful way to understand persuasion is to think of it as a <strong>[pb_glossary id=\"2108\"]continuum[\/pb_glossary]<\/strong>, or a range of possible positions. Audience members are not all in the same place. They may hold different opinions and levels of commitment regarding your topic.\r\n\r\nIn a persuasive speech, your central idea, also called a <strong>[pb_glossary id=\"686\"]proposition[\/pb_glossary]<\/strong> or <strong>[pb_glossary id=\"782\"]claim[\/pb_glossary]<\/strong>, represents the position you want the audience to consider or accept.\r\n\r\nFor example, suppose your claim is:\r\n<blockquote>Human activity is the primary cause of contemporary climate change.<\/blockquote>\r\nAudience members may fall anywhere along a range from strong agreement to strong disagreement. Some may already agree with the claim, some may be uncertain, and others may strongly oppose it.\r\n\r\nThinking about persuasion as a continuum helps you:\r\n<ul>\r\n \t<li>Understand where audience members currently stand.<\/li>\r\n \t<li>Recognize that even a small change in attitude can be meaningful.<\/li>\r\n \t<li>Set realistic goals for your speech.<\/li>\r\n \t<li>Adapt your evidence and reasoning to the audience.<\/li>\r\n<\/ul>\r\nMoving an audience member from strong disagreement to strong agreement during a single speech is unlikely. Effective speakers often aim for gradual movement, such as encouraging listeners to become more open to an idea, reconsider an assumption, or examine additional evidence.\r\n<h3 style=\"text-align: center;\">Framing Your Argument<\/h3>\r\nYour proposition should be clear, specific, reasonable, and appropriate for your audience. Avoid claims that are vague, overly broad, or unnecessarily extreme.\r\n\r\nConsider the difference between these propositions:\r\n<ul>\r\n \t<li><strong>Less effective:<\/strong> \u201cOlder adults should not be allowed to drive.\u201d<\/li>\r\n \t<li><strong>More effective:<\/strong> \u201cDrivers over age 75 should complete periodic vision and health screenings when renewing their licenses.\u201d<\/li>\r\n<\/ul>\r\nThe second proposition is more specific and identifies a clear policy for the audience to consider. It also avoids making an unsupported generalization about all older adults.\r\n<h3 style=\"text-align: center;\">Understanding Your Audience<\/h3>\r\nIn most persuasive situations, not everyone will completely agree with you at the beginning of the speech. This difference of opinion is what makes persuasion necessary. When everyone already agrees, there is little need to persuade them to accept the position.\r\n\r\nYour <strong>[pb_glossary id=\"690\"]target audience[\/pb_glossary]<\/strong> consists of the listeners who are most capable of being influenced by your message. These audience members may:\r\n<ul>\r\n \t<li>Disagree with your position.<\/li>\r\n \t<li>Feel uncertain about the issue.<\/li>\r\n \t<li>Have little knowledge of the topic.<\/li>\r\n \t<li>Be willing to listen and consider your evidence.<\/li>\r\n \t<li>Support your general position but remain unwilling to act.<\/li>\r\n<\/ul>\r\nSome audience members may strongly oppose your position, while others may already agree with it. You should remain aware of all groups within the audience, but your persuasive strategy should focus primarily on those who are open to movement.\r\n<h3 style=\"text-align: center;\">Three Goals of Persuasion<\/h3>\r\nPersuasion may involve three broad types of change: creating, reinforcing, and changing.\r\n<h4>Creating<\/h4>\r\n[pb_glossary id=\"2109\"]Creating[\/pb_glossary] occurs when audience members have little knowledge of an issue or have not yet formed an opinion.\r\n<ul>\r\n \t<li>Help the audience understand why the issue matters.<\/li>\r\n \t<li>Provide enough background information for listeners to evaluate the topic.<\/li>\r\n \t<li>Present clear arguments that help audience members form an informed position.<\/li>\r\n<\/ul>\r\n<h4>Reinforcing<\/h4>\r\n[pb_glossary id=\"2110\"]Reinforcing[\/pb_glossary] involves strengthening beliefs, attitudes, values, or commitments the audience already holds.\r\n<ul>\r\n \t<li>Confirm that the audience\u2019s existing position is supported by evidence.<\/li>\r\n \t<li>Strengthen the audience\u2019s confidence in that position.<\/li>\r\n \t<li>Encourage listeners to act consistently with their beliefs.<\/li>\r\n<\/ul>\r\n<h4>Changing<\/h4>\r\n[pb_glossary id=\"2111\"]Changing[\/pb_glossary] involves moving audience members away from an existing position and toward a different belief, attitude, value, or action.\r\n<ul>\r\n \t<li>Use strong and credible evidence.<\/li>\r\n \t<li>Address opposing perspectives accurately and respectfully.<\/li>\r\n \t<li>Explain why the proposed position is more reasonable or beneficial.<\/li>\r\n \t<li>Recognize that meaningful change may occur gradually.<\/li>\r\n<\/ul>\r\n<h3 style=\"text-align: center;\">A Broader View of Persuasion<\/h3>\r\nAnother definition emphasizes how persuasion works. Persuasion is a process of communicating ideas in a way that encourages people to change their attitudes, beliefs, values, or behavior while allowing them the freedom to choose.\r\n\r\nThis definition highlights several important features of persuasion:\r\n<ul>\r\n \t<li>Persuasion relies on language, reasoning, evidence, and symbols rather than force.<\/li>\r\n \t<li>Persuasion is an attempt to influence and does not guarantee success.<\/li>\r\n \t<li>Audience members retain the freedom to accept or reject the message.<\/li>\r\n \t<li>Change occurs through the audience\u2019s own thought and decision-making processes.<\/li>\r\n<\/ul>\r\nWhen people listen to a persuasive message, they engage in an internal conversation. They compare the speaker\u2019s ideas and evidence with their existing knowledge, beliefs, experiences, and values. In this sense, audience members ultimately persuade themselves.\r\n<h3 style=\"text-align: center;\">Ethics and Responsibility<\/h3>\r\nBecause persuasion involves influence, persuasive speakers have an ethical responsibility to their audience.\r\n\r\nAn ethical persuasive speaker should:\r\n<ul>\r\n \t<li>Present information honestly and accurately.<\/li>\r\n \t<li>Use relevant and credible evidence.<\/li>\r\n \t<li>Distinguish facts from opinions and interpretations.<\/li>\r\n \t<li>Represent opposing perspectives fairly.<\/li>\r\n \t<li>Respect the audience\u2019s ability to think independently.<\/li>\r\n \t<li>Avoid deceptive, misleading, or manipulative tactics.<\/li>\r\n \t<li>Acknowledge uncertainty and limitations when appropriate.<\/li>\r\n<\/ul>\r\nThese responsibilities apply even in classroom presentations. Ethical persuasion respects the audience\u2019s right to evaluate the message and reach an independent conclusion.\r\n<h3 style=\"text-align: center;\">The Persuasion Continuum<\/h3>\r\nThe following [pb_glossary id=\"2108\"]continuum[\/pb_glossary] represents a range of possible audience positions on a persuasive topic.\r\n<table><caption>Persuasion continuum ranging from strong disagreement to strong agreement.<\/caption>\r\n<thead>\r\n<tr>\r\n<th scope=\"col\">Position<\/th>\r\n<th scope=\"col\">Audience response<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<th scope=\"row\">\u22123<\/th>\r\n<td>Strongly disagrees<\/td>\r\n<\/tr>\r\n<tr>\r\n<th scope=\"row\">\u22122<\/th>\r\n<td>Disagrees<\/td>\r\n<\/tr>\r\n<tr>\r\n<th scope=\"row\">\u22121<\/th>\r\n<td>Leans toward disagreement<\/td>\r\n<\/tr>\r\n<tr>\r\n<th scope=\"row\">0<\/th>\r\n<td>Neutral, undecided, or unsure<\/td>\r\n<\/tr>\r\n<tr>\r\n<th scope=\"row\">+1<\/th>\r\n<td>Leans toward agreement<\/td>\r\n<\/tr>\r\n<tr>\r\n<th scope=\"row\">+2<\/th>\r\n<td>Agrees<\/td>\r\n<\/tr>\r\n<tr>\r\n<th scope=\"row\">+3<\/th>\r\n<td>Strongly agrees<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h3 style=\"text-align: center;\">How to Use the Continuum<\/h3>\r\nThe continuum shows that audience positions are not limited to simple agreement or disagreement.\r\n<ul>\r\n \t<li><strong>\u22123 through \u22121<\/strong> represent varying levels of disagreement.<\/li>\r\n \t<li><strong>0<\/strong> represents a neutral, undecided, or uncertain position.<\/li>\r\n \t<li><strong>+1 through +3<\/strong> represent varying levels of agreement.<\/li>\r\n<\/ul>\r\nYour goal is not necessarily to move every audience member immediately to +3. A persuasive speech can be successful when it shifts audience members in the intended direction, even when that movement is small.\r\n\r\nFor example, moving a listener from \u22123 to \u22122 may indicate that the person is becoming more willing to consider your evidence. Moving someone from 0 to +1 may show that the listener now leans toward your position. Persuasion should therefore be evaluated in terms of realistic movement rather than complete agreement.\r\n<h3 style=\"text-align: center;\">Final Thought<\/h3>\r\nPersuasion is a process of using information, evidence, reasoning, and responsible communication to influence beliefs, attitudes, values, or actions. It rarely happens all at once, and it should not rely on pressure or deception.\r\n\r\nEffective persuasion helps audiences think, reflect, evaluate alternatives, and make informed decisions for themselves.\r\n<div class=\"textbox textbox--key\">\r\n<div class=\"textbox__content\">\r\n<h3>Licenses and Attribution<\/h3>\r\n<h4>CC Licensed Content, Original<\/h4>\r\n<em>Speech Communication<\/em> was created by Lana Iapicco and Marie Torres. Independently created original and AI-assisted content developed specifically for this book is licensed under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/\">Creative Commons Attribution-NonCommercial 4.0 International License<\/a>, except where otherwise noted.\r\n\r\nThis educational material includes content generated or revised with the assistance of large language models. Lana Iapicco and Marie Torres reviewed, edited, and take responsibility for the final published content.\r\n<h4>CC Licensed Content, Previously Shared<\/h4>\r\n<h5>Defining Persuasion<\/h5>\r\n\u201cDefining Persuasion\u201d is adapted in part from material addressing persuasion, propositions, target audiences, and the persuasion continuum in <em><a href=\"https:\/\/louis.pressbooks.pub\/publicspeaking\/\">It\u2019s About Them: Public Speaking in the 21st Century<\/a><\/em> by Douglas Marshall, James Yeargain, June Pulliam, Sara Kim, and Victoria VanNest, published by LOUIS: The Louisiana Library Network.\r\n\r\nThe source material is licensed under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License<\/a>. The material was revised, reorganized, expanded, updated, and supplemented with original and AI-assisted content for this edition.\r\n\r\nAdapted portions derived from this source, including revisions to those portions, are licensed under the <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License<\/a>. Independently created portions developed specifically for <em>Speech Communication<\/em> are licensed under the book\u2019s <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/\">Creative Commons Attribution-NonCommercial 4.0 International License<\/a>, except where otherwise noted.\r\n<h4>Third-Party References and Links<\/h4>\r\nExamples involving climate change, driver licensing, health screenings, public policy, and other third-party topics are included for instructional purposes. Any organizations, laws, policies, publications, or protected materials referenced in this section remain the property of their respective rights holders.\r\n\r\nThe inclusion of these examples and references does not imply endorsement and does not place the underlying third-party materials under the Creative Commons licenses applied to <em>Speech Communication<\/em>.\r\n\r\nUnless a separate license or public-domain status is specifically identified, third-party content may not be copied, redistributed, or adapted independently of the permissions provided by its copyright holder or applicable law.\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>","rendered":"<div id=\"slug-13-2-defining-persuasion\" class=\"chapter standard\">\n<h2 class=\"chapter-title\" style=\"text-align: center;\">13.2 Defining Persuasion<\/h2>\n<p><strong>Persuasion<\/strong> can be understood in more than one way, depending on how we think about its purpose. A commonly used definition describes persuasion as \u201cthe process of creating, reinforcing, or changing people\u2019s beliefs or actions.\u201d This definition provides a helpful starting point because it highlights one central idea: persuasion involves <em>change<\/em>.<\/p>\n<p>One useful way to understand persuasion is to think of it as a <strong><button class=\"glossary-term\" aria-describedby=\"236-2108\">continuum<\/button><\/strong>, or a range of possible positions. Audience members are not all in the same place. They may hold different opinions and levels of commitment regarding your topic.<\/p>\n<p>In a persuasive speech, your central idea, also called a <strong><button class=\"glossary-term\" aria-describedby=\"236-686\">proposition<\/button><\/strong> or <strong><button class=\"glossary-term\" aria-describedby=\"236-782\">claim<\/button><\/strong>, represents the position you want the audience to consider or accept.<\/p>\n<p>For example, suppose your claim is:<\/p>\n<blockquote><p>Human activity is the primary cause of contemporary climate change.<\/p><\/blockquote>\n<p>Audience members may fall anywhere along a range from strong agreement to strong disagreement. Some may already agree with the claim, some may be uncertain, and others may strongly oppose it.<\/p>\n<p>Thinking about persuasion as a continuum helps you:<\/p>\n<ul>\n<li>Understand where audience members currently stand.<\/li>\n<li>Recognize that even a small change in attitude can be meaningful.<\/li>\n<li>Set realistic goals for your speech.<\/li>\n<li>Adapt your evidence and reasoning to the audience.<\/li>\n<\/ul>\n<p>Moving an audience member from strong disagreement to strong agreement during a single speech is unlikely. Effective speakers often aim for gradual movement, such as encouraging listeners to become more open to an idea, reconsider an assumption, or examine additional evidence.<\/p>\n<h3 style=\"text-align: center;\">Framing Your Argument<\/h3>\n<p>Your proposition should be clear, specific, reasonable, and appropriate for your audience. Avoid claims that are vague, overly broad, or unnecessarily extreme.<\/p>\n<p>Consider the difference between these propositions:<\/p>\n<ul>\n<li><strong>Less effective:<\/strong> \u201cOlder adults should not be allowed to drive.\u201d<\/li>\n<li><strong>More effective:<\/strong> \u201cDrivers over age 75 should complete periodic vision and health screenings when renewing their licenses.\u201d<\/li>\n<\/ul>\n<p>The second proposition is more specific and identifies a clear policy for the audience to consider. It also avoids making an unsupported generalization about all older adults.<\/p>\n<h3 style=\"text-align: center;\">Understanding Your Audience<\/h3>\n<p>In most persuasive situations, not everyone will completely agree with you at the beginning of the speech. This difference of opinion is what makes persuasion necessary. When everyone already agrees, there is little need to persuade them to accept the position.<\/p>\n<p>Your <strong><button class=\"glossary-term\" aria-describedby=\"236-690\">target audience<\/button><\/strong> consists of the listeners who are most capable of being influenced by your message. These audience members may:<\/p>\n<ul>\n<li>Disagree with your position.<\/li>\n<li>Feel uncertain about the issue.<\/li>\n<li>Have little knowledge of the topic.<\/li>\n<li>Be willing to listen and consider your evidence.<\/li>\n<li>Support your general position but remain unwilling to act.<\/li>\n<\/ul>\n<p>Some audience members may strongly oppose your position, while others may already agree with it. You should remain aware of all groups within the audience, but your persuasive strategy should focus primarily on those who are open to movement.<\/p>\n<h3 style=\"text-align: center;\">Three Goals of Persuasion<\/h3>\n<p>Persuasion may involve three broad types of change: creating, reinforcing, and changing.<\/p>\n<h4>Creating<\/h4>\n<p><button class=\"glossary-term\" aria-describedby=\"236-2109\">Creating<\/button> occurs when audience members have little knowledge of an issue or have not yet formed an opinion.<\/p>\n<ul>\n<li>Help the audience understand why the issue matters.<\/li>\n<li>Provide enough background information for listeners to evaluate the topic.<\/li>\n<li>Present clear arguments that help audience members form an informed position.<\/li>\n<\/ul>\n<h4>Reinforcing<\/h4>\n<p><button class=\"glossary-term\" aria-describedby=\"236-2110\">Reinforcing<\/button> involves strengthening beliefs, attitudes, values, or commitments the audience already holds.<\/p>\n<ul>\n<li>Confirm that the audience\u2019s existing position is supported by evidence.<\/li>\n<li>Strengthen the audience\u2019s confidence in that position.<\/li>\n<li>Encourage listeners to act consistently with their beliefs.<\/li>\n<\/ul>\n<h4>Changing<\/h4>\n<p><button class=\"glossary-term\" aria-describedby=\"236-2111\">Changing<\/button> involves moving audience members away from an existing position and toward a different belief, attitude, value, or action.<\/p>\n<ul>\n<li>Use strong and credible evidence.<\/li>\n<li>Address opposing perspectives accurately and respectfully.<\/li>\n<li>Explain why the proposed position is more reasonable or beneficial.<\/li>\n<li>Recognize that meaningful change may occur gradually.<\/li>\n<\/ul>\n<h3 style=\"text-align: center;\">A Broader View of Persuasion<\/h3>\n<p>Another definition emphasizes how persuasion works. Persuasion is a process of communicating ideas in a way that encourages people to change their attitudes, beliefs, values, or behavior while allowing them the freedom to choose.<\/p>\n<p>This definition highlights several important features of persuasion:<\/p>\n<ul>\n<li>Persuasion relies on language, reasoning, evidence, and symbols rather than force.<\/li>\n<li>Persuasion is an attempt to influence and does not guarantee success.<\/li>\n<li>Audience members retain the freedom to accept or reject the message.<\/li>\n<li>Change occurs through the audience\u2019s own thought and decision-making processes.<\/li>\n<\/ul>\n<p>When people listen to a persuasive message, they engage in an internal conversation. They compare the speaker\u2019s ideas and evidence with their existing knowledge, beliefs, experiences, and values. In this sense, audience members ultimately persuade themselves.<\/p>\n<h3 style=\"text-align: center;\">Ethics and Responsibility<\/h3>\n<p>Because persuasion involves influence, persuasive speakers have an ethical responsibility to their audience.<\/p>\n<p>An ethical persuasive speaker should:<\/p>\n<ul>\n<li>Present information honestly and accurately.<\/li>\n<li>Use relevant and credible evidence.<\/li>\n<li>Distinguish facts from opinions and interpretations.<\/li>\n<li>Represent opposing perspectives fairly.<\/li>\n<li>Respect the audience\u2019s ability to think independently.<\/li>\n<li>Avoid deceptive, misleading, or manipulative tactics.<\/li>\n<li>Acknowledge uncertainty and limitations when appropriate.<\/li>\n<\/ul>\n<p>These responsibilities apply even in classroom presentations. Ethical persuasion respects the audience\u2019s right to evaluate the message and reach an independent conclusion.<\/p>\n<h3 style=\"text-align: center;\">The Persuasion Continuum<\/h3>\n<p>The following <button class=\"glossary-term\" aria-describedby=\"236-2108\">continuum<\/button> represents a range of possible audience positions on a persuasive topic.<\/p>\n<table>\n<caption>Persuasion continuum ranging from strong disagreement to strong agreement.<\/caption>\n<thead>\n<tr>\n<th scope=\"col\">Position<\/th>\n<th scope=\"col\">Audience response<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<th scope=\"row\">\u22123<\/th>\n<td>Strongly disagrees<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">\u22122<\/th>\n<td>Disagrees<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">\u22121<\/th>\n<td>Leans toward disagreement<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">0<\/th>\n<td>Neutral, undecided, or unsure<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">+1<\/th>\n<td>Leans toward agreement<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">+2<\/th>\n<td>Agrees<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">+3<\/th>\n<td>Strongly agrees<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 style=\"text-align: center;\">How to Use the Continuum<\/h3>\n<p>The continuum shows that audience positions are not limited to simple agreement or disagreement.<\/p>\n<ul>\n<li><strong>\u22123 through \u22121<\/strong> represent varying levels of disagreement.<\/li>\n<li><strong>0<\/strong> represents a neutral, undecided, or uncertain position.<\/li>\n<li><strong>+1 through +3<\/strong> represent varying levels of agreement.<\/li>\n<\/ul>\n<p>Your goal is not necessarily to move every audience member immediately to +3. A persuasive speech can be successful when it shifts audience members in the intended direction, even when that movement is small.<\/p>\n<p>For example, moving a listener from \u22123 to \u22122 may indicate that the person is becoming more willing to consider your evidence. Moving someone from 0 to +1 may show that the listener now leans toward your position. Persuasion should therefore be evaluated in terms of realistic movement rather than complete agreement.<\/p>\n<h3 style=\"text-align: center;\">Final Thought<\/h3>\n<p>Persuasion is a process of using information, evidence, reasoning, and responsible communication to influence beliefs, attitudes, values, or actions. It rarely happens all at once, and it should not rely on pressure or deception.<\/p>\n<p>Effective persuasion helps audiences think, reflect, evaluate alternatives, and make informed decisions for themselves.<\/p>\n<div class=\"textbox textbox--key\">\n<div class=\"textbox__content\">\n<h3>Licenses and Attribution<\/h3>\n<h4>CC Licensed Content, Original<\/h4>\n<p><em>Speech Communication<\/em> was created by Lana Iapicco and Marie Torres. Independently created original and AI-assisted content developed specifically for this book is licensed under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/\">Creative Commons Attribution-NonCommercial 4.0 International License<\/a>, except where otherwise noted.<\/p>\n<p>This educational material includes content generated or revised with the assistance of large language models. Lana Iapicco and Marie Torres reviewed, edited, and take responsibility for the final published content.<\/p>\n<h4>CC Licensed Content, Previously Shared<\/h4>\n<h5>Defining Persuasion<\/h5>\n<p>\u201cDefining Persuasion\u201d is adapted in part from material addressing persuasion, propositions, target audiences, and the persuasion continuum in <em><a href=\"https:\/\/louis.pressbooks.pub\/publicspeaking\/\">It\u2019s About Them: Public Speaking in the 21st Century<\/a><\/em> by Douglas Marshall, James Yeargain, June Pulliam, Sara Kim, and Victoria VanNest, published by LOUIS: The Louisiana Library Network.<\/p>\n<p>The source material is licensed under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License<\/a>. The material was revised, reorganized, expanded, updated, and supplemented with original and AI-assisted content for this edition.<\/p>\n<p>Adapted portions derived from this source, including revisions to those portions, are licensed under the <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License<\/a>. Independently created portions developed specifically for <em>Speech Communication<\/em> are licensed under the book\u2019s <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/\">Creative Commons Attribution-NonCommercial 4.0 International License<\/a>, except where otherwise noted.<\/p>\n<h4>Third-Party References and Links<\/h4>\n<p>Examples involving climate change, driver licensing, health screenings, public policy, and other third-party topics are included for instructional purposes. Any organizations, laws, policies, publications, or protected materials referenced in this section remain the property of their respective rights holders.<\/p>\n<p>The inclusion of these examples and references does not imply endorsement and does not place the underlying third-party materials under the Creative Commons licenses applied to <em>Speech Communication<\/em>.<\/p>\n<p>Unless a separate license or public-domain status is specifically identified, third-party content may not be copied, redistributed, or adapted independently of the permissions provided by its copyright holder or applicable law.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"glossary\"><div class=\"glossary__tooltip\" id=\"236-2108\" hidden><p>A range of possible positions.<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"236-686\" hidden><p>central idea statement in a persuasive speech; a statement made advancing a judgment or opinion<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"236-782\" hidden><p>a statement that is supported with evidence<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"236-690\" hidden><p>the members of an audience the speaker most wants to persuade and who are likely to be receptive to persuasive messages<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"236-2109\" hidden><p>Occurs when audience members have little knowledge of an issue or have not yet formed an opinion.<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"236-2110\" hidden><p>Involves strengthening beliefs, attitudes, values, or commitments the audience already holds.<\/p>\n<\/div><div class=\"glossary__tooltip\" id=\"236-2111\" hidden><p>Involves moving audience members away from an existing position and toward a different belief, attitude, value, or action.<\/p>\n<\/div><\/div>","protected":false},"author":2,"menu_order":2,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":["liapicco","mtorres54"],"pb_section_license":"cc-by-nc-sa"},"chapter-type":[],"contributor":[61,62],"license":[57],"class_list":["post-236","chapter","type-chapter","status-publish","hentry","contributor-liapicco","contributor-mtorres54","license-cc-by-nc-sa"],"part":231,"_links":{"self":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/chapters\/236","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/wp\/v2\/users\/2"}],"version-history":[{"count":15,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/chapters\/236\/revisions"}],"predecessor-version":[{"id":2112,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/chapters\/236\/revisions\/2112"}],"part":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/parts\/231"}],"metadata":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/chapters\/236\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/wp\/v2\/media?parent=236"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/pressbooks\/v2\/chapter-type?post=236"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/wp\/v2\/contributor?post=236"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.hcfl.edu\/speechcomm\/wp-json\/wp\/v2\/license?post=236"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}