Persuasive Communication as Art of Persuasion
Persuasive Communication as Art of Persuasion

Summary/Abstract: Well-known German sociologist Helmut Schoeck defined communication as a process where „the news is transmitted, as a sign or a symbol, from one organism to another, changing their behaviour”. Many sociologists, psychologists and communicologists later continued to explore this segment of communication – impact and change of behaviour of respondent. As the influence is one of the segments of the interactivity of the communication process, in this paper we want to present some theoretical considerations of this phenomenon of the communication process, and to point out the need of researching the persuasive communication in practice and in nonviolent action of social change.

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