Language and persuasion: A discursive psychological approach

Abstract

Across the social sciences, there is a wealth of research on the role of language in persuasion in interpersonal communication. Most of these studies have been conducted in laboratories using experimental methods, have taken a social cognitive perspective, and have focused on the effects of particular linguistic practices on how persuasive messages are understood, processed, and ultimately complied with. By contrast, less attention has been paid to how language can be used to create sequential, interactional, and social obligations, in everyday interactions, like sales encounters or business negotiations, where persuasion occurs naturally and is built into the fabric of the conversation. In reviewing the former approach to studying language and persuasion, in this paper, I highlight several critical shortcomings. Then, I argue that, when studying naturally occurring persuasion-in-interaction, a discursive psychological approach is better suited for investigating and theorising the interactional structures underpinning persuasion and the role of language therein.