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Books > Reference & Interdisciplinary > Communication studies
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Our Own Worst Enemy as Protector of Ourselves - Stereotypes, Schemas, and Typifications as Integral Elements in the Persuasive Process (Paperback)
Loot Price: R1,337
Discovery Miles 13 370
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Our Own Worst Enemy as Protector of Ourselves - Stereotypes, Schemas, and Typifications as Integral Elements in the Persuasive Process (Paperback)
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Much communication today argues a point. An argument, by
definition, involves an attack and a counterattack not only using
logic, but also incorporating non-logical feelings, attitudes,
beliefs, and values. Much of the non-logical element in our
argument taps the reservoir of unconscious understandings,
feelings, expectations, and values that we have coded and stored in
our unconscious minds in the form of stereotypes, schemas, and
typifications. Our internal packets of stored values and beliefs
may constitute our own worst enemy as they militate against
creative thought and forward-looking change. At the same time, they
may provide solace for our inner being and provide a framework for
developing persuasive campaigns to further our interests. The book
takes us through the persuasive process, particularly as it is used
in terrorist persuasive settings and as it has been used in some of
the major propaganda battles of the twentieth and twenty-first
centuries.
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