The Dynamics of Persuasion by Perloff

Author:Perloff
Format: epub
Published: 0101-01-01T00:00:00+00:00

216

Changing Attitudes and Behavior

Pro-choice activists’ intense language hardly changed the minds of abortion foes. Nor did the strident imagery of pro-life Web sites alter attitudes of women committed to choice. But language-intensity research suggests that the language influenced those who were less ego-involved in the issue, particularly when communications were delivered by credible spokespersons. Many citizens fall into this category—they have opinions on abortion, but are not emotionally invested in the issue or are profoundly ambivalent. The ways that pro- life and pro-choice persuaders framed the issue undoubt edly had an impact on these individuals’ views on abortion, in some cases producing major shifts in public sentiments (Condit, 1990).

Although pro-choice appeals to values like freedom helped to shift the focus of the abortion debate, it did not eliminate the rhetorical power of visual images, like mangled fetuses. The coat hanger packs less rhetorical punch than a bloody fetus, and the choice metaphor loses out in the language-intensity war when pitted against graphic images of “aborted babies.” As one abortion advocate conceded, “When someone holds up a model of a 6-month-old fetus and a pair of surgical scissors, we say ‘choice,’ and we lose” (Klusendorf, 2001). One can acknowledge that some pro-life activists have nothing but pure motives in using this imagery, while also lamenting that it has led to a “visualization of the abortion debate” that has polarized both sides, made compromise more difficult, and in some cases sparked violent and deadly confrontation (Lavin, 2001).

Intense language has also been a persuasive weapon in the ongoing debates over cloning and embryonic stem cell research. Ever since University of Wisconsin researchers isolated stem cells from human embryos, the stem cell issue has become a scientific and political cause célèbre. Stem cells, once extracted from embryos, have the potential to grow into human tissues, which can be used to replace damaged cells that cause such diseases as Alzheimer’s, diabetes, and cancer (Stolberg, 2001). Nothing comes without a price, however. Extracting stem cells results in the destruction of the embryo, a centerpiece of human life. This deeply offends religious conservatives, who have likened embryonic stem cell research to murder. Proponents of stem cell research use different language. They couch the discussion in terms of “the dawning of a medical revolution” and the ability of research to save lives. Borrowing from abortion opponents’ strategic playbook, research proponents argue that “there is more than one way to be pro-life” (President Bush Waffles, 2001).

Proponents and opponents are battling for public opinion. They are trying to change people’s attitudes. This is a complex issue. There are many facets, angles, scientific layers, and moral perspectives. As you read about this topic over the coming years, you should take note of the ways in which activists frame the issue. Listen to the words they use. Be cognizant of the words you select to describe the issue to others. Words matter. They can subtly influence the way we think about social issues.

In some instances, persuasion involves a deft appreciation of the sensitivity of linguistic meanings.

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