اقناع ، غايت ارتباطات

Persuasion, Ultimate goal of communications

Persuasion is an ultimate goal of communication, especially when we have mass communication in mind. Persuasion takes on various forms, including propaganda, publicity, and advertisement. We often think of the whole process of communication as useless, if we are unable to persuade. In contrast, when our audience accepts an idea, thought, or opinion, we think s/he will effectively propagate it. For these reasons, in the process of persuasion, we often tap into a great number of resources. This paper focuses on the concept of persuasion as well as its main conditions and its context. Within the framework of media pluralism, the paper also discusses the issues of scarcity of attention and economy of attention.