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Coming to Iowa in 1995 built
on a comparative study of directives as compliance-gaining (completed
in 1994) to orient me to a new topic area: persuasion. I noticed that
persuasive messages are composed of two major components. One is an internal
structure of argument, proof, strategy selection and so forth as adjusted
to the immediate audience and task at hand. The other is a social/cultural
context of relationships and symbolic ideals about personhood, power,
and communication within which persuasive appeals are negotiated. Plainly,
traditional studies of persuasion have emphasized the former component
and largely ignored the communal, situated (both within ongoing interpersonal
relationships, and within cultural systems) nature of the process. Because
my work is centrally focused on the communal nature of communication in
general, directing attention to cultural aspects of persuasion has been
a logical extension of my previous work. I am interested in formulating
a cultural approach to persuasion that centers around the notion of "persuadables:"
Within a particular cultural framework, what actions are so taken for
granted that they do not require persuasive efforts to compel their performance?
In what instances are unspoken cultural premises so persuasive in themselves
that persuasive efforts are largely a case of invoking cultural meanings
for desired or undesired actions? So far, I have been re-examining ethnographic
case studies with an eye on this notion of cultural persuadables, and
I'm still searching for ways to translate these questions into research
projects.
My plans for the next several years involve developing these ideas about
culture, relationships and persuasion through teaching and research. I
take seriously the notion that teaching and research should enrich one
another, and try to structure every course I teach to include some kind
of field investigation of the phenomenon of interest. Students in my undergraduate
Theories of Persuasion class, for example, collect, transcribe and analyze
naturally-occurring compliance-gaining conversations and analyze them
for cultural patterns in persuasive attempts. Students in my Intercultural
Communication class have an intercultural encounter as one of their term
paper options: a series of interviews with an international student, leading
toward a report that compared communication in the students' cultures.
Finally, I am currently either involved with or directing graduate students'
research in advice, construction of sexuality among adolescent girls,
and performance of friendship through public storytelling.
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