ABSTRACT
When Senator Barack Obama was considering a run for the presidency, conservative black writer Shelby Steele predicted that he'd lose. Coactive persuasion is an umbrella term for the ways that persuaders work toward persuadees psychologically so that they will be moved, in turn, to accept the persuaders' position or proposal for action. The components of the coactive approach constitute a logic of rhetorical proof, as opposed to the logics expected from scientists or mathematicians. Coactive persuaders move toward the audience psychologically by establishing relational bonds. Verbally but also non-verbally, they express caring and concern for the audience as individuals, demonstrate respect for their feelings and ideas, and perhaps display affection as well. The distinctive character of coactive persuasion is nowhere more manifest than in conflict situations or where there are sharp differences of opinion between people. Coactive persuasion at its best makes artful use of the various ways in which messages may be framed.
