Persuasion, Manipulation and Seduction

(Source: Google Images)

Communication is an essential aspect of the modern society. People use verbal communication for a number of purposes, for example, to inform, to entertain, and to persuade others. In fact, our attitudes and behaviors are shaped by communication. It is important, however, to discern between the communication purposes. While some persuasive communication might be used ethically, other types of persuasive communicating are designed to either  manipulate or to deceive a somewhat naive person. Although persuasion, manipulation, and seduction might seem like synonyms, these terms are different in their strategies and techniques, as well as in their purposes for influencing people. 

Persuasion

Persuasion is a form of communication that is purposefully aimed to cause mind changes and behaviors in people who are being persuaded. Aurel Codoban, PhD, defines persuasion as “the modification of convictions and attitudes through communication, with the purpose of influencing decisions, actions and behaviors corresponding to the intentions or interest of the persuading speaker – but only with the participation of consciousness, that is by assuming freely and consciously the responsibility” (2006, p. 152). When persuasion occurs, the person who is being persuaded has to be aware of the persuasion in order to be able to process the information and to make the right decision. When the person is being aware of persuasion, he or she can ask questions and receive all the necessary information to make a well-informed and responsible decision.

Persuasion, unlike other persuasive communication, requires presenting substantive arguments and evidence to support a certain position. Aristotle (cited in Rorty, 2011) once said that “The skilled Persuader must . . . be able to construct both the valid and the contextually effective arguments for his case, that is, both the argument that constitutes its logically sound proof and the argument that – considering the beliefs of his audience – successfully persuades them” (para. 8). For example, if a person goes to a car dealership to buy a car, he or she wants to know the reasons why a certain car is worth consideration. The potential reasons may be that the car gets a good mileage, has a newly engineered engine, and no down payment is required. A sales person, as the persuader, has a goal to successfully persuade the customer to buy a car.

Persuasion affects audiences of all demographics and cultures. Television advertising, the largest source of persuasion, targets both children and adults both here in the United States and abroad. For example, just like many people in the United States, people in Japan and Russia make their purchasing decisions based on the televised commercials. With the target audience being so large both domestically and internationally, it is hard to tell which population demographic is more affected by persuasive advertisement. Probably, all audiences are equally affected, because the advertisers target all the demographics in order to sell the product. A commercial with a specific product, thus, targets a specific audience. For example, a commercial with a new video game would probably appeal to teenagers, while an advertisement featuring a wheel chair would most likely appeal to seniors, yet a construction play set commercial would target both toddlers and their parents. Persuasion, thus, affects all generations, people from different cultures and ethnic groups.

Manipulation

(Source: Google Images)

Manipulation is a form of communication that differs from persuasion in the way that the person who is being manipulated is unaware that manipulation occurs. According to Robert B. Cialdini (cited in Codoban, 2006), manipulation is “the ability to produce a distinct kind of automatic, mindless compliance from people, that is, a willingness to say yes without thinking” (p. 154). Manipulators, thus, unlike persuaders, employ communication tactics in order to gain something from the receiver of manipulation. Codoban (2006) in his article describes the tactics or strategies that manipulators might use to influence their potential “victims”. These strategies include “the free sample” strategy, “the door-in-the face” strategy, “foot-in-the-door” strategy, and “the principle of social proof” strategy (p. 153-154). All these strategies are used to manipulate people in order for the manipulator to get what he or she desires.

The “free sample” strategy, as Codoban (2006) pointed out, is widely used in the supermarkets to influence the buyer to purchase the product based on receiving a small free sample of the product (p. 153). People are more likely to buy the product after trying a free sample to reciprocate the sales person for his or her kindness of offering the free sample. 

The “door-in-the-face” strategy, according to Codoban (2006) provides the manipulator with the opportunity to get what he or she desires by asking for something of significant value first. For example, if my neighbor asks me to loan her a $1,000, I might politely decline. Next, when she asks me to loan her $250 I might comply. Thus, I would be left without the money. 

The “foot-in-the-door” is another manipulative technique that is used to influence the target person to give something to the manipulator. One day, I have almost become a victim of this strategy. A young woman approached me in the gym parking lot where she asked me for directions how to get to the library. After having explained the directions to her, she asked me for money she claimed she needed to get there. I understood that I was being manipulated and told her I did not have cash, which was true. This strategy suggests that after asking for one request, the manipulator will ask for another, yet a more significant request.

The strategy of the “principle of social proof” is another subtle manipulative technique a person might use for his or her own gain. This technique is more likely to be employed in a social setting, where everyone is expected to follow certain social norms. For example, before going to a wedding, the guests usually discuss what gifts they will give to the bride and groom. They do this to compare the price-range of the gifts that other people are going to buy. Codoban (2006) in his article suggests that the “principle of social proof” works because “one important means people use for deciding what to believe or how to act is to look at what the others believe or do” (p. 154). To avoid being manipulated by others, a person should make her or his own decision, and disregard other people’s comments. In the above -mentioned example, thus, it would be a wise decision for a wedding guest not to discuss the wedding gift with others. 

The more people know about different manipulation strategies, the less likely they will become a victim of manipulation. The people who are the most likely to become manipulated, thus, are the people who are unaware of different manipulative techniques. The teenagers are more likely to be manipulated, because they are less familiar with the manipulation techniques.

The most important thing about manipulation is that people manipulate others for selfish reasons. In fact, as Codoban (2006), pointed out, one difference between manipulation and other persuasive communication, is that during manipulation, “the relationship between two subjects [turns into] a subject-object relationship” (p. 154). In order to reach his or her goal, the manipulator is willing to treat the receiver of the manipulation as an object. Because the manipulator treats the receiver as an object and the manipulation itself occurs on the subconscious level, manipulation is considered immoral. Sarah Buss (2005) writes: “it is morally wrong for us to . . . manipulate a competent adult human being because it is morally wrong for someone to “try to determine which levers to pull to get the desired results” from someone else” (The Effects of Manipulated and Deceived upon the Autonomy of the Manipulated and Deceived, para. 3). Since the manipulator intentionally desires to influence another person without the person’s knowledge, it is both unethical and immoral. 

Another important difference between manipulation and other persuasive communication, as Codoban (2006) points out, is that manipulation cannot be admitted to the receiver (p. 154). Should such a disclosure occur, according to Codoban (2006), the unconscious processing of manipulative information would turn into conscious awareness of manipulation (p. 154). The receiver, thus, becomes aware that he or she is being manipulated.

Seduction

(Source: Google Images)

Seduction is another persuasive communication that we encounter on a daily basis. Seduction differs from persuasion in the way that seduction happens without the person’s awareness. Paul Hamilton (2011), in his article Beyond the Traditional – Persuasion vs. Seduction, writes the following: “if you are conscious that someone is asking you for something, or trying to influence you to do something, you are being persuaded. If you do not know what is going on until later, then you are being seduced” (para. 7). Thus, in this regard seduction is similar to manipulation. Seduction resembles persuasion in the way that it, according to Codoban (2006), “focuses on the subject even if seducer becomes an object” (p. 155). For example, just like the persuader focuses to persuade a person by mentioning all the benefits the person will get if he or she buys a certain product, seducers also focus on the customer’s benefits by promising them the wonders a certain product will bring them.

Seduction has a widespread use in the advertisement industry. Television commercials use seduction to influence the potential customers to buy their products. Why people are so susceptible to seductive advertising? Because people are inclined to believe in any advertised product, that claims to make them look younger, healthier and more beautiful, or bring them more happiness. According to Codoban (2006), “Seduction is based on the promise of happiness or pleasure” (p. 155). Seduction works because everyone wants to be happier, healthier, or more loved. In my opinion, women are more susceptible to seduction than men are. The reason women are more likely to be seduced by advertising is because women care more about their appearance than men do. For example, women are more likely to buy weight loss products, or wrinkle treatments that promise almost instant results. However, after using these products that often do not work, consumers realize that they have been seduced. Such customers are more likely to learn from the seductive advertisements and will watch advertisements with more criticism in the future.

Persuasion, manipulation, and seduction although seem to be semantically close, are different. These three communication strategies employ different techniques in order to influence the receiver of the message. While persuasion can be considered the most ethical of the three strategies, manipulation and seduction use somewhat inappropriate, or even deceitful methods to influence others. The best way to avoid being manipulated or seduced is to be educated about the methods used to manipulate or seduce people. The more knowledge a person has about manipulation and seduction, the less likely he or she will become a victim of one of their strategies.

 References:

Buss, S. (2005, January). Valuing autonomy and respecting persons: Manipulation,

     seduction, and the basis of moral constraints. Ethics, vol. 115(2), pp. 195-235. Retrieved

     November 29, 2011, from JStor student database. (Document ID: 10.1086/426304).

Codoban, A. (2006). From persuasion to manipulation and seduction. (A very short history of

     global communication). SCIRI Conference. JSRI No.14, pp. 151-157. Retrieved

     November 23, 2011, from http://vizedhomlcontent.next.ecollege.com/pub/content/7303136c-1384-

     4799-959b55428afb6176/Aurel_Codoban_Article_Week_2.pdf?

     eclg_res=1356403&eclg_resver=2640695

Hamilton, P. (2011). Beyond the traditional – persuasion vs. seduction. Haystackonline.com.

     Retrieved November 28, 2011, from    
     http://www.haystackonline.com/page/49900/agencies/addicion-london/beyond-the-traditional-

     persuasion-vs-seduction

 Rorty, A. (2011). Aristotle on the virtues of rhetoric. The Review of Metaphysics, 64(4), 715-   

     733. Retrieved November 29, 2011, from ProQuest student database. (Document ID:

     2397691351).