ABSTRACT
One of the biggest questions we need to deal with when studying persuasion is, "What counts as persuasion?" This chapter approaches persuasion from a globalized view where we see persuasion as all around us. The five key principles of communication-that discourse is 1) multi-motivated, 2) multi-layered, 3) multi-dimensional, 4) multi-directional, and 5) multi-faceted-provide a foundation to understand how impression management, denial of persuasive intent, expression games, and the guise of objectivity permeate persuasive messages. We explore the cumulative effects of persuasive messages including language and their impact on dominant cultural ideologies. While there are many gray areas of persuasion, understanding what persuasion is from a globalized perspective provides a lens in which to view this area of study.
