• Persuasion
• Alias:
Komunikasi Persuasif
Pengertian, Prinsip Dasar, Karakteristik
• “Persuasion is a communication process in
which the communicator seeks to elicit a
desired response” [Andersen]
• “…that activity in which speaker and listener
are conjoined and in which the speaker
consciously attempts to influence the
behavior of the listener by transmitting
audible and visible symbolic cues” [Scheidel]
Advising, brainwashing, coercion,
compliance gaining, convincing,
education, indoctrination, influence,
manipulation, propaganda
• “…communicative behavior that has as its
purpose the changing, modification, or
shaping of the response s (attitudes or
behavior) of the receivers” [Bostrom]
Erwin P. Bettinghouse & Michael J. Cooy. 1994. Persuasive communication. Fifth edition.
Forth Worth: Harcourt Brace College Publishers
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• “…human communication designed to • “A successful intentional effort at influencing
influence the autonomous judgments and another’s mental state through
actions of others” [Simon] communication in a circumstances in which
 Is a form of attempted influence in the sense that it seeks to alter the persuadee has some measure of
the way others think, feel or act, but it differ from other forms of
influence freedom” [O’Keefe]
• “persuasion is a form of influence that Daniel J. O’Keefe. 1990. Persuasion: Theory and reasearch. California: Sage Publications

predisposes, but does not impose” [Simon]

Simons, Herbert W., Joanne Morreale & Bruce Gronbeck. 2001. Persuasion in society.
California: Sage Publications, Inc.

• “persuasion involves one or more persons Prinsip dasar komunikasi persuasif:

who are engaged in the activity of creating,
reinforcing, modifying, or extinguishing
beliefs, attitudes, intentions, motivations, • Rasional
and/or behaviors within the constraints of a
given communication context” [Gass &
Seiter] • Non Koersif

Gass, Robert H. & John S. Seiter.2011. Persuasion: Social influence and compliance gaining.
Fourth edition. Boston: Pearson.

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Rasional
• Rational has reference to reason as a faculty of the Prinsip rasional
mind, and is opposed to traditional; as, a rational • membandingkan, mengukur, dan
being, a rational state of mind, rational views, etc. mengidentifikasikan melalui relasi atau komparasi
in these cases the speculative reason is more antara yang imajiner (persepsi dalam pikiran)
particularly, referred to. dengan realitas empiris (faktual)
• Reasonable has reference to the exercise of this
faculty for practical purposes, and means, governed
or directed by reason; as, reasonable prospect of
success.

Face to face
persuasion
• Non Koersif mengandung pengertian bahwa Kriteria
pelaksanaan komunikasi diwujudkan dalam • Intentional vs. Un-intentional
situasi, suasana, dan kondisi yang tidak • Effects vs. No effects
Public
menimbulkan tekanan (koersi) pada diri • Non-coercive vs. Coercive
persuasion
persuadee. Situasi, suasana,dan kondisi yang • Symbolic vs. Non-symbolic
koersif misalnya seperti intimidasi, provokasi, • Interpersonal vs. Intrapersonal
teror yang pada dasarnya menciptakan
keadaan psikologis tidak normal/stabil Mass media
(tertekan) dalam diri persuadee. persuasion