Persuasion: The Media and The Audience

Definition:

• Kenneth Burke (1969): “ is the use of symbols, by one symbol-using entity to induce action in another.” Using Burkes notion Persuasion can be defined as: “the co production of meaning that results when an individual or a group of individuals uses language strategies and/or visual images to make audiences identify with that individual or group.” (15, Persuasion in the media age)
• Persuasion is an active action that “…both sender (persuader) and the receiver (audience member) are participants in…”(15, Persuasion in the media age)
• Generally the image is “designed to fulfill a number of persuasive functions…visual symbols are powerful ways of suggesting messages to audiences." (138, Persuasion in the media age)

‘The Marginalized’ Cause and Effect
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