Persuasive communication, Expressive communication, Suggestive...

Persuasive Communication

Aim: cause the business partner to have certain feelings and form value orientations and attitudes; convince of the legitimacy of interaction strategies; make your minded.

Expected result: attracting a partner to his position, changing personal attitudes, views, beliefs, reorientation of goals.

Terms of communication: reliance on the receptivity of the partner, his personal motivation and intellectual and emotional culture.

Communicative forms: persuasive, call-to-action speech, press conference, discussion, argument. Negotiations, parting words, compliment, conversation, presentation, round tables & quot ;.

Communicative means and technologies: argumentation, demonstration and proof; clarification and comparative analysis; facts, figures and examples showing the benefits; reliance on the emotional attitude of the partner and the inclusion of his kinesthetic channel through verbal and non-verbal access keys; counterparty accounting; psychological methods of joining, the formation of an attraction, creating an atmosphere of trust.

Expressive communication

Aim: to form a psycho-emotional attitude in the partner, to convey feelings, experiences, to induce to the necessary action.

Expected result: changing the mood of the partner, provoking the necessary feelings (compassion, empathy), engaging in specific actions and actions.

Terms of communication: reliance on the emotional sphere of the partner, the use of artistic and aesthetic means of influence on all sensory channels of the partner.

Communicative forms: speeches on a special occasion, presentations; conversations and meetings; rallies; stories about the situation, about the firm, about the person; briefings; brainstorming, synectics, demonstrations of video, film fragments; analysis of possible consequences; slogans and appeals.

Communication tools and technologies: audio, video and art tools; brevity of speech structures; emotionally colored, figurative vocabulary; acting skills: smile, voice, look; brightness of gestures, facial expressions; demonstration of congruence; reliance on the actual needs of students; sincerity of demonstrated feelings.

Suggestive communication

Aim: have an influential impact on the business partner for changing motivation, value orientations and attitudes, behavior and attitudes.

Expected Result: changing the behavior of the partner, changing settings, value orientations.

Communication conditions: the suggestibility of the partner, his insufficient awareness, insufficient criticality of his mind, a weak level of counter-suggestion, high authority of the suggestor (suggestive), creating an atmosphere of trust.

Communicative forms: conversations, rallies, press conferences, briefings, debates, advertising, meetings, consultations, training.

Communicative means and technologies: explanation of suggested installations; management of emotional stress; suggestion through receptions: identification, references to authority, personification; warning, threat, blackmail, psychological terror, mobbing and other methods of manipulation; psychological affiliation.

Ritual communication

Purpose: consolidate and maintain the conventional relations in the business world; preserve the ritual traditions of the firm, the enterprise, create new ones.

Expected result: the formation of a sense of patriotism and national pride; preservation of traditions, consolidation of new rituals.

Terms of communication: ritual (ceremonial) character of shares, artistically designed spatial environment; compliance with conventions; reliance on national, professional traditions and norms of communication.

Communicative forms: solemn, framework, mourning speech, ritual acts, ceremonies, ceremonies; holidays, dedications, honoring; presentations and solemn meetings.

Communicative means and technologies: the use of verbal and nonverbal keys of access to audial, visual and kinesthetic channels of participants; inclusion of participants in active mass activity; the originality of subjects with the preservation of traditions.

These types of communication allow us to define a feature, use the genre competently, communication tools and technologies, get the planned result, prepare for communicative activity more effectively, develop scenarios for verbal and non-verbal behavior in a specific situation of business communication and take into account the business partner's characteristics.


For a specialist working in the paradigm "man-man"; special attention also deserves visual, mythological and performance communications.

Visual communication is the transmission of information through gestures, facial expressions, body movements. According to the researchers, about 65% of information is transmitted by non-verbal means. The advantage of visual communication is that it is understood by most.

Mythological communication is based on myths. The use of mythological structures allows the communicator to have a latent influence on the audience. Due to the unconsciousness and autonomy of the existence of these structures, the audience can not resist them. For example, they use politics for their own purposes: real social problems are replaced by a simplified view of the eternal struggle of two mythological communities: the Reds - white, the Communists - the capitalists, the East - the West, etc. The attitude to these groups is built on the principle of "we - they": we are good, they are bad. " This will be discussed in more detail in the relevant chapter. M. Eliade, considering the functions of myth, notes that each hero repeats archetypal actions, each war resumes the struggle between Good and Evil, injustice is identified with the sufferings of the Savior. Thanks to this approach, millions of people could for centuries suffer the mighty pressure of history without falling into despair, without suicide and without getting into a state of spiritual sophistication that is inextricably linked to the nihilistic vision of history.

Myth, thus, represents a certain grammar of behavior and carries its own aesthetic orientation. He is a model and to some extent an excuse for all human actions. The myth unfolds in some unconventional space, where there is danger or extra-ordinary. On the mythological space is not only unconventional, it is still not realizable: if all Cinderellas turn into princesses, then who will wash the dishes? Myth is actual today. Modern means of communication, especially television and the Internet, constructing reality, form their mythological space. There are new myths and heroes, under the influence of which there is a transformation of modern culture. Real or mythical heroes continue to influence consciousness. They are role models and pointers of the priority direction of the developed society.

Performance {performance - representation, performance) communication is based on rituals. Rituals are an important part of the life of any society. They carry symbolic communication messages. Performance performance is often characterized by theatricality with its rules and roles. Under its influence, not only cultural but also political events take place. In the context of public relations, for example, rituals turn into phenomena such as presentations.

thematic pictures

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