SEMANTIC NUANCES OF THE CATEGORY OF PERSUASION IN RHETORIC
Keywords:rhetoric, persuasion, conviction, belief, argument, passion, attitude, audience
The article deals with the semantic nuances of the category of persuasion in rhetoric. Based on the study of classical and modern works in the field of rhetoric, the distinction between conviction and persuasion as an influence on the understanding and influence on the will, which was characteristic of the Western classical philosophical tradition (G. Campbell, I. Kant, R. Whately), is emphasized. Thus conviction assumes actually influence by means of arguments, and persuasion both reasoned, and pathetic influence. In the 20th century in the concept of "new rhetoric" by Ch. Perelman and L. Olbrechts-Tyteka, these differences also lie in the nature of the audience (universal or particular) to which the speaker's argumentation is addressed. At the same time, they reconsider I. Kant's criterion "objective-subjective", because arguments aimed at a particular audience also have a meaning that goes beyond subjective belief. In D. O'Keefe's modern theory of persuasion, the distinction between conviction and persuasion remains at the level of the speaker's communicative ends, but does not mean a clear difference between the communicative means of achieving these ends. In the Ukrainian language there is only one term to denote this category, however, in the modern educational literature grasps the above-mentioned nuances in defining persuasion as characteristics of theoretical and practical activities, which indicates the move of the Ukrainian educational field in the stream of European traditions of rhetoric interpretation.
Konverskyi, A. (2020). Critical thinking. (2nd ed.). Kyiv: Center for Educational Literature. [In Ukrainian].
Krikun, V. (2019). Rhetoric. Kyiv: Publishing center "Kyiv University". [In Ukrainian].
Persuasion. In Dictionary of the Ukrainian language. Retrieved June 24, 2022, from https://services.ulif.org.ua/expl/Entry/index?wordid=72166& page=2269 [In Ukrainian].
Barnes, J., ed. (1984). The Complete Works of Aristotle, Volumes I and II. Princeton University Press.
Campbell, G. (1988). The Philosophy of Rhetoric. (Edited with a new introduction by L. F. Bitzer). Southern Illinois University Press. (Original work published 1776).
Cicero. Orator. https://www.thelatinlibrary.com/cicero/orator.shtml
Conviction. In Cambridge Dictionary. Retrieved June 26, 2022, from https://dictionary.cambridge.org/dictionary/english/conviction
Hintikka, J. (1962). Knowledge and Belief: An Introduction to the Logic of the Two Notions. Cornell University Press.
Kant, I. (1998). Critique of Pure Reason. Translated and edited by P. Guyer and A. W. Wood. Cambridge University Press. (Original work published 1787).
Kant, I. (1911). Kritik der reinen Vernunft. In Kant's gesammelte Schriften. Band III. Georg Reimer. (Originalwerk veröffentlicht 1787).
O'Keefe, D. J. (2012). Conviction, Persuasion, and Argumentation: Untangling the Ends and Means of Influence. Argumentation, 26 : 19-32. https://doi.org/10.1007/s10503-011-9242-7
O'Keefe, D. J. (2006). Persuasion. In T. O. Sloane, ed., Encyclopedia of Rhetoric (pp. 595-603). Oxford University Press.
O'Keefe, D. J. (2016). Persuasion: Theory & Research. (3nd ed.). Sage Publications, Inc.
Perelman, Ch. and Olbrechts-Tyteca, L. (1969). The New Rhetoric: A Treatice on Argumentation. Translated from French by J. Wilkinson and P. Weawer. University of Notre Dame Press.
Persuasion. In Cambridge Dictionary. Retrieved June 26, 2022, from https://dictionary.cambridge.org/dictionary/english/persuasion
Persuasion. In Encyclopedia Britannica. Retrieved June 26, 2022, from https://www.britannica.com/science/persuasion-psychology
Quintilian. Institutio Oratoria. https://www.thelatinlibrary.com/ quintilian/quintilian.institutio2.shtml
Rhetoric. In Encyclopedia Britannica. Retrieved June 26, 2022, from https://www.britannica.com/topic/rhetoric
Schwitzgebel, E. (2019). Belief. In Stanford Encyclopedia of Philosophy. Retrieved June 25, 2022, from https://plato.stanford.edu/entries/belief/
Warnick, B. (2006). Conviction. In T. O. Sloane, ed., Encyclopedia of Rhetoric (pp. 181-185). Oxford University Press.
Whately, R. (1861). The Elements of Rhetoric. Southern Methodist Publishing House. (Original work published 1828).
How to Cite
This work is licensed under a Creative Commons Attribution 4.0 International License.