The theory of speech impact. Methods of speech exposure

The question of the content and scope of the concept of "speech impact" at the present time cannot be recognized as fully resolved. Speech influence is traditionally interpreted in broad and narrow senses. E.F. Tarasov identifies RV in a broad sense with speech communication in general. Thus, speech influence in a broad sense is any speech communication, taken in the aspect of its purposefulness, target conditioning. In any verbal communication, the communicants try to achieve certain non-speech goals, which ultimately lead to the regulation of the interlocutor's activities. According to E.F. Tarasov's reasoning, being a subject of RV means regulating the activities of your interlocutor, since with the help of speech we encourage another person to start, change to finish some activity or create in him a readiness to perform a particular activity when this is a necessity. Speech influence in the narrow sense, according to E. F. Tarasov, is speech communication in the media system or campaign speech directly in front of the audience. It is distinguished by the fact that it is usually used in the structure of coordinative social relations, when communicants are linked by relations of equal cooperation, rather than formal or informal relations of subordination. This is the regulation by the subject of RV of the activity of another person, to a certain extent free in the choice of his actions and acting in accordance with his needs.

The object of influence, being not connected by relations of subordination with the subject of speech influence and possessing a certain freedom of choice of its actions, changes its activity only when this change meets its needs. Thus, RV in a broad sense, according to E.F. Tarasov, includes both subject-object relations of subordination (an imperative requirement) and relations of coordination (persuasion, suggestion, infection), RV in the narrow sense implies only coordinative relations ...

According to P.B. Parshin, speech impact in a broad sense is an impact on individual and / or collective consciousness and behavior, carried out by various speech means, in other words - with the help of messages in natural language. RV also presupposes the use of messages constructed by means of other semiotic codes, which include, first of all, kinesics and proxemics; aesthetic codes of verbal creativity; and also, in the case of written communication, means of graphic design of the text (metagraphics), creolization of the text, etc. Speech influence in the narrow sense means specific examples of using the features of the device and the functioning of the listed sign systems and above all natural language for the purpose of constructing messages with increased ability to influence the consciousness and behavior of the addressee or addressees of the message. This ability is provided by the property of the influencing text, called by P. B. Parshin "overcoming the protective barrier" of the recipient of the impact. Effective overcoming of the protective barrier (bribery, deception, breakthrough, etc.), according to the researcher, is what is meant by speech influence in the narrow sense and what is studied by a special discipline called the theory of speech influence.

I.A. Sternin defines speech impact as opposed to manipulation. RV is an impact on a person through speech in order to induce him to consciously accept the point of view of another person, consciously make a decision about any action, transfer of information, etc. Manipulation is an impact on a person in order to induce him to communicate information, to commit an act , change his behavior, etc. unconsciously or contrary to his own opinion, intention.

Theorizing the principles of the effectiveness of speech influence put forward by D. Carnegie, IA Sternin, in essence, considers the properties of speech communication as a whole. Speech influence consists in the clarity of the set communicative goals and the adequacy of the chosen language means, and it manifests itself in an effect indicating the achievement or non-achievement of the set goals by the addressee. According to Sternin, the main goals of the subject of speech influence are: phatic - the establishment, renewal, maintenance, development, preservation of contact; subject - receiving or giving something; informational - message or receipt of information.

As Sternin argues, the criteria for the correct choice of linguistic means are the effectiveness and efficiency of the impact. At the same time, the main aspects of the effectiveness of RT are achieving the set goal (or goals) and maintaining the balance of relations with the interlocutor (communicative balance), avoiding quarrels. For example, if the informational goal has not been achieved (you have not been understood), then the effectiveness of speech impact is always zero. If the communicative goal is not achieved (the relationship is not preserved, violated, the interlocutor is offended), then the impact is also ineffective, since maintaining communicative balance is one of the conditions for the effectiveness of speech impact. Failure to achieve the objective goal indicates the ineffectiveness of speech impact, but not always about its ineffectiveness (if the communicative balance is maintained). If the objective and informational goals are achieved, but the communicative one is not achieved, then the speech impact will be effective (there is a result), but ineffective (since the most important rule of speech communication - communicative balance - is not observed). If the interlocutors set themselves purely communicative goals - to maintain relationships (small talk, phatic dialogue), and at the same time observe the canons of secular communication accepted in society, then such communication (in the absence of violations) always turns out to be effective, since in this case the objective the goal coincides with the communicative (to maintain relationships).

The indicated I.A. Sternin's goals reflect the general goals of verbal communication. If we talk about speech influence in the narrow sense, then the main goals of influence in it are objective, within which one or another specific goal is distinguished (changing the personal meaning of an object for the recipient, restructuring its semantic construct, influencing his behavior, changing it mental state etc.). In addition, in the RV, in the narrow sense, intermediate tasks are expressed: emotional-attitudinal - the impact on emotions and the formation of attitudes; eidetic-cognitive - the introduction, consolidation and stereotyping of certain images and thoughts (eidetic-cognitive structures); negotiated - overcoming the unconscious resistance of the object of influence. Let us repeat that all the goals of speech influence in the narrow sense should be considered as subspecies of objective goals.

Summarizing the essential characteristics of RV, we can give it the following definitions. Speech influence in a broad sense is an arbitrary and involuntary transfer of information by a subject to a recipient (or a group of recipients) in the process of verbal communication in oral and written forms, which is carried out using linguistic, paralinguistic and non-linguistic symbolic means and is determined by the conscious and unconscious intentions of the addressee and the goals of communication - subject, communicative or informational, as well as presuppositions and a specific sign situation. The speech effect also has a downside: it is the communicative effect (result) that this or that message has on the recipient. The main components of speech impact fit into the "illocution - locution - perlocution" scheme, which testifies to the pragmalinguistic essence of RT and its presence at all stages of speech communication. In more detail, the RT process in the aggregate of its components can be represented in the form of a diagram representing the transformation of R. Jacobson's information transfer scheme: “addressee - illocution (intention) - presupposition (pragmatic context) - planned message - channel 1 - signal (location) - channel 2 - addressee - perceived message - presupposition (context) - interpretation, understanding (as a result of interpretation), comprehension - perlocutionary effect. "

Speech influence in the narrow sense of the word is the influence exerted by the subject on the recipient with the help of linguistic, paralinguistic and non-linguistic symbolic means in the process of speech communication, characterized by the speaker's special objective goals, which include changing the personal meaning of an object for the recipient, restructuring the categorical structures of his consciousness , change in behavior, mental state or psychophysiological processes.

Achievement of these goals presupposes the addressing of a number of tasks: overcoming the protective barrier of the recipient ("negotiation"), "imposition" of certain images and thoughts ("eidetic - cognitive" suggestion), emotions and attitudes (emotional - attitudinal suggestion). As in the case of RT in the broad sense, speech influence in the narrow sense has a reverse side: it is changes in semantic structures, assessments, behavioral models and psychophysiological processes of the recipient as a result of the speech action of the subject of communication.

Let's pay special attention to the definition of manipulative RT, or manipulation. The main signs of manipulation, according to a selection of definitions from authoritative theoretical sources, are:

1) generic trait - psychological impact,
2) the attitude of the manipulator to the other as a means of achieving his own goals,
3) the desire to get a one-sided win,
4) the hidden nature of the impact (both the fact of the impact and its direction),
5) using (psychological) strength, playing on weaknesses,
6) motivation, motivational introduction,
7) skill and dexterity in the implementation of manipulative actions.

On the basis of the revealed signs, E.L. Dotsenko offers a choice of several of the same type of definitions of manipulation, of which the most generalized is the following: manipulation is a type of psychological influence in which the skill of the manipulator is used to covertly introduce goals, desires, intentions of relations or attitudes into the psyche of the addressee that do not coincide with those that the addressee has in this moment... There is also a more private understanding of manipulation as an impact, in which knowledge of the needs, motivations of another person is exploited in a negative way and techniques are used that force this person to make unfavorable decisions, to commit unplanned actions or actions that are contrary to his image and even unacceptable for him as a person. Manipulative speech influence corresponds to manipulation with the help of speech and paralinguistic means.

Based on the chosen interpretation of the concept of speech impact, methods of its research were developed. To a large extent, the chosen methods were determined by the scientific methodology and paradigm on which the researcher relies. No less important for the choice of methodology is the form of the studied speech - oral or written - and the style of the text.

Until the mid-1980s. studies of the means of speech influence were mainly carried out in the traditions of structural linguistics, often without taking into account the socio-cultural, ethnolinguistic, gender, psychological and other factors inherent in the “impactful” text or acting in the situation of its presentation. The classification of linguistic means of influence was initiated by B.F. , 6) formal and symbolic. P.B. Parshin makes the description of linguistic means of influence approximately in this vein, although much more fully and with the involvement of cognitive and semiotic tools. A specific direction of suggestionology, or suggestive linguistics, developed somewhat separately.

Since the 1980s. there is a tendency to consider speech impact in oral and written communication (in the latter case- mainly in the "small genres" of journalistic and newspaper styles - advertising, leaflets, slogans, etc.) in the communicative-pragmatic and cognitive paradigms. Such features of oral and small genres of written texts as: dialogicity, brevity (some of them are equivalent to a single speech act), attachment to an extralinguistic (sign) situation, clarity of intentions, presuppositions, psychological and social roles interlocutors, stereotyping (and therefore, compliance with typical frames or scenarios) - make them fertile material for study within the framework of theories of speech acts, discourse and cognitive semantics (for example). Stereotyping (categorical similarity) also allows one to study as conceptual structures comparable to the prototype within the framework of prototype theory.

A frame approach to the analysis of the speech impact of a metaphor is carried out in. A frame is defined as a cognitive structure based on a person's probabilistic knowledge of typical situations and the expectations associated with this knowledge about the properties and relationships of real or hypothetical objects; the frame is organized around a concept in the form of bundles of associations that carry essential, typical and potential information associated with this concept, and consists of a top - a theme, a generic concept, and slots or terminals filled with concept associates.

A.N. Baranov describes the process of metaphorization in terms of procedures with frames, such as: replacing the content of a traditional slot or sub-slot with specific data of a particular situation, transferring content from one frame to another, introducing a new slot into a frame, destroying the contents of a sub-slot or the entire slot as a whole, collapsing frame to one or more slots or sub-slots.

The descriptor theory of metaphorical models develops and discursive practices associated with the use of a particular model are considered. A metaphor is a structured conceptual phenomenon whose signification corresponds to the characteristics of the source sphere (a “metaphorical model”, for example, kinship, personification, mechanism, organism, path, space and movement, weather, fauna, plant-tree, medicine, religion, theater , games, etc.), and the denotation - the volume of the concept, which is characterized using this model (for example, various political realities). These works also discuss the concepts of denotative diversity and denotative stability as descriptor characteristics of conceptual metaphors; such types of metaphors as curly and background metaphors are distinguished. It is noted that metaphorical expressions should be typical enough, otherwise, that is, if the significations of metaphors do not correspond to ordinary speech practices, these metaphors can be perceived as a communicative failure. On the other hand, from the point of view of A. N. Baranov, unusual combinations of metaphorical models, "stylistic kunststyuki", can be a kind of means of understanding the crisis situation and building alternatives for solving problems.

O.S. Issers considers speech impact from the point of view of cognitive categories and prototypes. The "persuasive categories" postulated by the researcher are formed on the basis of the intersection of a certain number of characteristic "properties - attributes"; in this case, the prototype is a unit that exhibits these properties to the greatest extent. The use of the concept of a prototype makes it possible to trace the process of formation of persuasive categories "from simple to complex", from typical cases - through complications - to marginal ones.

If we consider conceptual dependencies within a certain category as nodes of a semantic network, then speech influence can be defined as operations on semantic networks (breaking associative links and establishing new ones). MR Zheltukhina gives a typology of tropological (mainly metaphorical) cognitive models of influence on the addressee in mass media discourse within one or several frames (tropological models are also called “frame transformations” or “types of reframing”). In this case, the paths are understood by M.R.Zheltukhina extremely broadly - as the interaction of linguistic and extralinguistic components of the frame - and include metaphor, metonymy, paraphrase, hyperbole, meiosis, pun, paronomasia, oxymoron and a number of others.

According to the author of the typology, the object of the influence of reframing is mainly the subconscious, therefore tropological reframing is described as one of the mechanisms of suggestion. Some of the cognitive operations cited by her, however, rather describe beliefs, reflect the nature of argumentation, logical inferences and are aimed at rational thinking. The fact that cognitive operations may not be realized immediately at the moment of RT is due to the lack of time for their awareness; however, with a successful persuasion, the recipient himself can subsequently use these operations to prove the corresponding thesis.

A.M. Shakhnarovich proceeds from the generally accepted position in psycholinguistics that the whole picture of a fragment of the world reflected in the text is outside the text. At the same time, the components of the text are “representatives” of the fragment of the world, expressing the reflection of this world by the subject. This leads the researcher to postulate internal, primary, content-pragmatic programs implemented in the text at the stage of textual "design", and external, secondary, formal-linguistic programs that are actually implemented in the texture of the text - in the "apparent" speech activity... The primary are semantic, semantic, cognitive and presupposive programs, the secondary ones are syntactic, morphological, lexical, phonetic.

The semantic program provides for a special work of consciousness to analyze reality. It ends with the selection of the components of the objective world for the purpose of their subsequent designation linguistic means... One of its tasks is to build some semantic perspective of the text, semantic "milestones".

The semantic program is secondary in relation to the semantic one, it determines the semantic structure of the text and is based on the relation "addressee - text". The cognitive program determines the cognitive structure of the text, is based on the “picture of the world” in the mind of the addressee and is focused on the same (basically) “picture of the world” in the mind of the addressee. The formation and operation of this program is associated with the functioning of the system of cognitive standards that determine the qualifications and selection of elements of reality, their assessment and attribution of attributes to them. The program, conventionally called presupposive, is associated with the cognitive, but not identical to it; this program is based on an already built chain of selected components of the situation and serves to organize them in the text. External programs appear to have the same characteristics as utterance organizing programs.

Lexical provides the choice of words by meaning in accordance with the semantic objectives and pragmatic orientation of the text. Morphological and syntactic (and, let's add, phonetic) programs determine the "surface" structure of the text. This is how the hierarchy of programs that implement the process of generating a text is described.

Recognizing the importance of the aforementioned concepts for the analysis of various semiotic aspects of the text, we note that the actual speech-effective potential of certain characteristics of the text is not put in the center of attention in them. To study this potential, text analysis should be organized according to a different principle - text characteristics and components should be grouped based on their speech-effective properties.

In order to identify what these properties actually consist in, we need to turn to the factors and methods of organizing speech impact.

Based on the analysis of a number of sources, the following factors can be identified that contribute to the effectiveness of speech exposure.

1. Informational and textual: 1) formal: a) effective form and the composition of the message (phonetic-prosodic design and graphemics; combination of logical, emotional components; sequential arrangement of theses and arguments; compositional correctness); b) the visibility and accessibility of information (lexical and grammatical simplification of the text, the use of gestures, illustrations, signs); c) the factor of the volume of the message (the volume of the message should be optimal for perception); d) factors of compliance / non-compliance with communicative and language norms; 2) content: a) the degree of importance, significance of information; b) its compliance with the interests and needs of the addressee; c) the level of argumentation, consistency; d) contextuality (the inclusion of information in the cultural and social historical context); 3) procedural: a) the frequency of information submission (multiple repetition in different sources and in different interpretations contributes to the assimilation and consolidation of information); b) the speed of information delivery (with an increase in speed, the amount of time for analysis decreases);
2. Personal and mental: 1) the appearance of the addressee; factors of gaze, physical behavior during speech (movement, gestures, postures), manners (friendliness, sincerity, emotionality, non-monotony, inspiration); location factor in space; 2) the social status of the addressee and addressee, charm; strong-willed, intellectual, characterological superiority, authority; 3) establishing contact with the interlocutor (s); 4) the relationship between the addressee and the addressee - trust and distrust, dependence, subordination, superiority, equal cooperation, etc .; 5) the consistency of information with the main attitudes and motivation of the addressee; 6) the level of conformity of the addressee's personality; 7) mental inclinations and states of the addressee, which include suggestibility; increased anxiety, self-doubt, excessive gullibility, low self-esteem, impressionability, stress, illness, fatigue, depression and other features reflecting an unstable state of the psyche; 8) low level of awareness of the addressee (in conditions of hiding true information and ignorance of facts, suggestibility increases); 9) the intellectual qualities of the addressee (weakness of logical analysis, low level of competence increase the strength of the impact).
3. Situational: 1) uncertainty of the situation (in the absence of definite and verified data, the recipients' psychological tension increases due to the impossibility of forecasting and planning activities; the influence of speculation, rumors, subversive doctrines is growing); 2) exposure time factor; 3) the factor of the number of participants in the communication act; 4) the factor of the place and time of exposure, as well as the external environment, the conditions of the process of exposure.

I.A. Sternin gives the laws of communication that are significant for the implementation of RT: the mirror development of communication (imitation of the communication style of the interlocutor); the dependence of the result of communication on the amount of communication efforts; the progressive impatience of the audience; the decline in the intelligence of the audience with an increase in its size; primary rejection of a new idea; the rhythm of communication (the ratio of speaking and silence); speech self-action (the verbal expression of an idea or emotion forms this idea or emotion in the speaker); rejection by the recipient of public criticism; trust in simple words; appeal to simple truths; the attraction of criticism (the more a person stands out from those around him, the more they slander her and the more people criticize her actions); communicative remarks (if the interlocutor in communication violates some communicative norms, the other interlocutor is tempted to make a remark to him); accelerated dissemination of negative information; distortion of information during its transmission ("the law of a damaged telephone"); detailed discussion of small things (people are more willing to focus on discussing minor issues); speech amplification of emotions (emotional cries of a person intensify the emotion he is experiencing); speech absorption of emotion (with a coherent story about the experienced emotion, it is absorbed into speech and disappears); emotional suppression of logic (in conditions of emotional excitement, a person speaks poorly and poorly understands the speech addressed to him).

The main aspects of speech influence 1. Verbal speech influence is an influence with the help of words. The influencing means is the selection of words, intonation, the content of the thought expressed by him. 2. Non-verbal - impact using non-verbal means that accompany our speech (gestures. Mimicry, behavior during speech, appearance of the speaker, distance to the interlocutor)

Factors of speech influence 1. Factor of appearance. 2. Factor of compliance with the communicative norm. 3. The factor of establishing contact with the interlocutor. 4. Gaze factor. 5. Factor of physical behavior during speech. 6. Factor of manner (friendliness, sincerity, emotionality, non-monotony, inspiration). 7. Factor of placement in space. 8. The content factor. 9. The factor of language. 10. The factor of the message volume. 11 Factor of location of facts and arguments, ideas. 12. The time factor. 13. The factor of the number of participants. 14. The addressee factor.

Methods of speech influence. 1. Proof - the arguments are given, confirming the correctness of any thesis. Proving is a logical way of speech impact. 2. Persuasion - instill in the interlocutor confidence that the truth is proven. It uses both logic and emotion. (Believe me, this is how it is!; I know that for sure!) By persuading, we try to actually impose our point of view on the interlocutor.

Methods of speech influence. 3. Persuasion. To persuade is to emotionally induce the interlocutor to abandon his point of view. Persuasion is always carried out emotionally, personal motives are used. (“Well, please, do it for me .., well, what do you want… I will be very grateful to you ..” In serious matters, persuasion usually does not help.

Example: sign + and - achievement and non-achievement of the goal 1) .- please pass the salt! Informational + - please Subject + Communicative + 2).) .- please pass the salt! Informational + Subject - - sorry, there is no salt here.

The task of speech influence is to change the behavior or opinion of the interlocutor or interlocutors in the necessary speaking direction. There are the following main ways of speech impact on another person.

1. Proof.

To prove is to give arguments supporting the correctness of a thesis. When proving, arguments are presented in a system, thoughtfully, in accordance with the laws of logic. Proving is a logical way of speech influence, an appeal to the logic of human thinking. We prove it like this: “First, second, third ...”. Proving works well for a person with logical thinking(there is evidence that there are only 2 percent of such people), but logic does not work effectively for everyone (not everyone thinks logically) and not always (in many conditions, emotion completely suppresses logic).

2. Belief.

To persuade is to instill in the interlocutor the confidence that the truth has been proven, that the thesis has been established. In persuasion, logic is used, and necessarily - emotion, emotional pressure. We convince something like this: “Firstly .... Secondly ... Believe me, it is so! It really is! And others think so. I know that for sure! Why don't you believe? Trust me, it really is ... ”and so on. By persuading, we try to actually impose our point of view on the interlocutor.

3. Persuasion.

To persuade is mainly to emotionally induce the interlocutor to abandon his point of view and accept ours - just like that, because we really want to. Persuasion is always carried out very emotionally, intensively, personal motives are used, it is usually based on multiple repetitions of a request or proposal: “Well, please ... well, do it for me ... well, what’s worth it ... I will be very grateful to you .. . I will do you such a favor too, if you ask sometime ... well, what does it cost you ... please ... well, please ... ". Persuasion is effective in a situation of emotional arousal, when the interlocutor can equally fulfill the request, or not. In serious matters, persuasion usually does not help.

4. Begging.

Begging is a highly emotional begging, using a simple repeated request. The child begs at his mother: "Well, buy ... well, buy ... well, buy ... well, please ... well, buy ....".

5. Suggestion.

To instill is to induce the interlocutor to simply believe you, to take on faith what you tell him - without thinking, without critical reflection.

Suggestion is based on strong psychological, emotional pressure, often on the authority of the interlocutor. Strong, strong-willed, authoritative personalities, “charismatic types” (like Stalin) could inspire people with almost anything. Children are very suggestible in relation to adults, young girls are often inspired, women in relation to rude and decisive men.

6. Order.

To order is to induce a person to do something due to his dependent official, social, etc. position regarding the speaker without any explanation of the need.

The order is effective in relation to subordinates, juniors, inferior in the social hierarchy, but ineffective in relation to peers or superior. The order is psychologically difficult for most people.

7. Request

To ask is to encourage the interlocutor to do something in the interests of the speaker, guided simply by good attitude to the speaker, responding to his need.

The effectiveness of a request is incomparably higher than that of an order, but there are numerous communication barriers that limit the applicability of the request in connection with the status of the addressee, the nature of the request, its volume, the moral status of the request, and many others. etc. In addition, there are many possibilities of refusal to a request.

8. Compulsion.

To coerce means to force a person to do something against his will.

Coercion is usually based on brute pressure or directly on a demonstration of brute force, threats: "Wallet or life."

Which of these methods of speech influence are civilized? In fact, the first seven. Speech influence as the science of effective and civilized communication teaches us to do without coercion. The rest of the methods can be applied if there is an appropriate communicative situation for this.

Speech impact is the science of choosing a suitable, adequate way of speech impact on a person in a specific communicative situation, about the ability to correctly combine various methods of speech impact, depending on the interlocutor and the communication situation, to achieve the greatest effect.

4. Concept effective communication, its terms

The effectiveness of communication in speech impact is seen as the achievement of the speaker of their goals in the context of communication.

But a number of reservations are needed here. First, the effectiveness of communication should be determined in relation to each specific participant in the communication or to all taken together? Apparently, the effectiveness should be determined for each communicant separately. At the same time, in a dialogue, communication can be effective only for one of the participants or for both. In multilateral negotiations, communication can be effective for some of the participants. With regard to the speech of the speaker in front of the audience, the effectiveness of the speaker's speech and the effectiveness of communication with the audience will be different.

Secondly, the very concept of efficiency will, apparently, be associated with the achievement of the goals that the participant in communication sets in a given communicative situation.

Effective speech influence is one that allows the speaker to achieve the set goal.

However, communication goals can be different:

1. Informational.

The goal is to convey your information to the interlocutor and get confirmation that it has been received.

2. Subject.

The goal is to get something, find out, change the behavior of the interlocutor.

3. Communicative.

The goal is to form a certain relationship with the interlocutor. The following types of communication goals can be distinguished: make contact, develop contact, keep in touch, renew contact, complete contact... Communication goals are pursued by such special speech formulas as greeting, congratulations, sympathy, goodbye, compliment etc.

Now we will give a more complete definition of effective speech impact.

Effective speech influence is one that allows the speaker to achieve his goal and maintain a balance of relations with the interlocutor (communicative balance), that is, to stay with him in a normal relationship, not to quarrel.

However, we have already noted above that the goals of the speaker in communication can be different - informational, objective, communicative. Which of these goals does the speaker need to achieve so that his speech impact can be considered effective?

Consider the following communication situations. The + and - signs indicate the achievement of the corresponding goal and the failure to achieve it.

Of course, the impact is effective if all three goals are achieved (example 1). But this is not always the case, as we can see. Variants are possible.

If the informational goal has not been achieved (you have not been understood), then the effectiveness of speech impact is always zero. Hence the conclusion: it is necessary to speak clearly and understandably.

If the communicative goal is not achieved (the relationship is not preserved, violated, the interlocutor is offended), then such an impact is also ineffective, since maintaining communicative balance is one of the conditions for the effectiveness of speech impact (by definition, see above).

But if the objective goal is not achieved, then speech influence can sometimes be effective: if the goal is not achieved for objective reasons (there is physically no salt on the table), but the communicative balance is preserved (example 2).

And if we have achieved the objective and informational goal, but have not reached the communicative one (example 5)? In this case, there is a result - we got the salt, but we did not establish normal relations with the interlocutor. Such speech influence is called effective (there is a result), but ineffective (since the second rule - communicative balance - is not observed). Thus, effective and efficient speech impact are two different things.

In other cases, failure to achieve the objective goal indicates the ineffectiveness of speech influence - it means that we did something wrong: we asked for something wrong, used the wrong techniques, did not take into account some laws of communication, etc.

People associated with production find it efficient to achieve a goal with a minimum of cost. If the goal is achieved, and the costs are low, then the activity was effective. A similar point of view is expressed by some experts in the field of business communication: "Business interaction can be called effective if it achieves its goals with a minimum expenditure of time and energy and leaves a feeling of satisfaction" (N.V. Grishina. Me and others. Communication in a work collective . M., 1990, p. 8).

Thus, the lower the cost of achieving the goal, the more efficient our activities (if the goal is achieved). This is a cost-benefit approach. If in production such an understanding of efficiency is often acceptable and even necessary, an increase in production efficiency is achieved by reducing costs for obtaining end result, then in communication such an approach turns out to be not only inapplicable, but also incorrect. Effective communication is not only one that made it possible to achieve a result, but one in which the balance of relations was preserved between the participants in the communication. Namely, to achieve this - maintaining the balance of relations - and often the main part of the communicator's communicative efforts is spent (cf. below the communicative law dependence of the result of communication on the volume of communication efforts, chapter 3).

In communication, you cannot increase efficiency by reducing costs. It is necessary, on the contrary, to apply the entire arsenal of verbal and non-verbal means, to comply with the laws and rules of communication, to apply the techniques of effective speech influence, to comply with the normative rules of communication, etc. Only the maximum effort gives the desired communicative result - the goal of communication is achieved and the balance of relations between the communicators is maintained. The effectiveness of communication is directly proportional to the amount of spent communication efforts.

Let's remember the following: short requests and orders are always less willing - they are usually perceived as more rude, aggressive. Politeness presupposes appropriate intonation and more detailed formulas for requests, orders, etc. - such formulas allow you to apply several methods of establishing contact, to give several signals of politeness, disposition to the interlocutor. That is why one must learn to ask, refuse, etc. deployed - it turns out to be more effective.

If the interlocutors set themselves purely communicative goals - to maintain relations (small talk, purely phatic dialogue), and at the same time observe the canons of secular communication accepted in society, then such communication (in the absence of violations) always turns out to be effective, since in this case objective the goal coincides with the communicative (to maintain relationships).

Thus, communication is effective when we have achieved a result and maintained or improved relations with the interlocutor; at least not worsened. This means that we have maintained a communicative balance.

The famous American gangster El Capone said: "With the help of a kind word and a revolver, you can achieve much more than with just a kind word." He is, of course, right - after all, he judges by his own experience. But our goal is to be successful kind word without a revolver. This is the art of effective communication, the art of verbal influence on the interlocutor.

There are two types of communicative balance - horizontal and vertical. Horizontal communicative balance is adequate performance in accordance with the rules accepted in society the role of equal- by the degree of acquaintance, by age, by official position, by social status, etc. This means - to justify the role expectations of your peers, to speak with them within the framework of the rules of politeness and respect accepted in society.

Vertical communicative balance is associated with adherence to the norms of communication adopted for persons in unequal relationships along the vertical: the boss is a subordinate, the senior is the junior, occupying a higher official position - occupying a lower official position, standing higher in the social hierarchy - standing lower in the social hierarchy.

In both horizontal and vertical communication balance, it is important that the role norms accepted in society are respected. If an equal does not command an equal to him, the boss does not humiliate him, the son is obedient to his parents, the subordinate is respectful, etc., then the communicative balance is observed.

In order for our speech impact to be effective, a number of conditions must be met. If any of these conditions are not met, the effectiveness of speech exposure becomes questionable.

There are certain conditions, the observance of which is necessary for the effectiveness of speech influence in a specific act of communication:

1. The communicant's knowledge of the general laws of communication and adherence to them.

2. Compliance by the communicant with the rules of conflict-free communication

3. His use of the rules and techniques of speech influence.

4. Real achievability of the set objective goal.

And one more very important point, which must be taken into account when discussing the problems of the effectiveness of speech influence.

In any civilized society, the most important communicative axiom operates, which says: communicative balance must be maintained with all people. If the participants in communication share this axiom, adhere to it - they proceed from the fact that it is necessary to maintain a communicative balance - with such people you can talk about ways and techniques of effective communication, about conflict-free communication, etc. If people do not share this axiom and believe that it is not at all necessary to maintain a communicative balance, such people are outside the framework of a civilized society and their communication is carried out according to other, not civilized laws.

Violation of the basic communicative axiom in communication leads to conflict, and communication becomes ineffective. It is possible, of course, by rudeness or coercion to achieve from the interlocutor the objective or informational goal set by you, but such communication is already outside the framework of the civilized, and although it can be called effective, it will not be effective in any way - by definition.

Two basic requirements for effective speech influence can be called the principles of effective communication. Thus, it can be stated that the main principles of effective communication are the principle of efficiency and the principle of communicative balance.

5. Speech impact and manipulation

An important theoretical distinction in the science of speech exposure is the distinction between speech exposure and manipulation.

Speech impact is the impact on a person with the help of speech in order to convince him to consciously accept our point of view, consciously make a decision about any action, transfer of information, etc.

Manipulation is the impact on a person in order to induce him to communicate information, to commit an act, to change his behavior, etc. unknowingly or contrary to his own opinion, intention.

The science of speech influence should include both the study of the means of speech itself, and the means of manipulation. A modern person should have all the skills, since in various communication situations, in different audiences, when communicating with different types of interlocutor, there is a need for both speech influence and manipulation (compare, for example, cases of the need to influence naughty or crying children, emotionally excited people, drunks, etc.). Manipulative influence as a type of speech influence is not a dirty word or a morally condemned method of speech influence.

6. Communication and role behavior

The concepts of social and communicative role are included in the theoretical arsenal of the science of speech influence as the most important theoretical concepts.

W. Shakespeare wrote:

The whole world is a theater

In it women, men - all actors,

They have their own exits, exits,

And everyone plays more than one role.

The rules of communication and speech influence are the ideas and recommendations for communication that have developed in society. Examples of regulatory rules: a friend should be welcomed, a service should be thanked. Examples of the rules of speech influence: more often contact the interlocutor, enlarge him.

Culture of speech behavior, speech etiquette. There are two types of rules for the social use of language in communication:

· Prohibiting, inherent in closed systems;

To prevent disrespectful attitude towards someone, there is a system of prohibitions. Their goal is to help the participants in communication to avoid confrontation, opposition, to create a favorable psychological climate.

· prohibitions on tone(offensive, contemptuous, dismissive, angry);

· prohibitions on words and expressions(rude, insulting, mocking);

· prohibitions on gestures, facial expressions(scary, offensive, ugly);

Speech etiquette- a system of stable communication formulas that are prescribed to society to establish verbal contact between interlocutors, maintain communication in the chosen tone according to their social roles and role positions relative to each other, mutual relations in an official and unofficial setting.

In a broad sense, speech etiquette plays a regulatory role in the choice of one or another register of communication, for example, "you" - or "you" - forms of address by name or with the help of another nomination of the way of communication adopted in rural everyday life or urban environment, among the older generation or youth, etc.

In a narrow sense, speech etiquette constitutes the functional and semantic field of units of benevolent, polite communication in many communicative situations: addressing and attracting attention, acquaintance, greetings, goodbyes, apologies, gratitude, congratulations, wishes, requests, invitations, advice, suggestions, consent, refusal , approval, compliment, sympathy, condolences, etc.

Speech etiquette meets the principle of cooperation and the principle of courtesy. For speech etiquette, the principle of politeness turns out to be the leading one. Politeness in speech etiquette appears as:

1) Ethical category - the moral quality of a person who observes external norms of communication (the more formal the relationship, the less familiar the communicants, the more politeness is necessary) and showing personal benevolence;

2) Show of sincerity.

From a sociolinguistic point of view, units of speech etiquette reflect the constant social characteristics of participants in communication, their age, degree of education, good breeding, place of birth, residence, as well as variable social roles (comrade, patient, client, policeman, etc.). For example, Good health- greetings from the older inhabitants of the ancient; My deepest apologies- in the speech of intellectuals of the middle and older generations; Hi! Firework- greeting the youth;

The culturological aspect of speech etiquette is associated with the fact that speech etiquette is an integral element of the culture of the people, an important part of the culture of behavior and communication, it is a product cultural activities a person and an instrument of such activity. The speech etiquette reflected not only the national specificity of culture, but also the historical experience of the people (for example, units of speech etiquette of the 19th century: Your humble servant; I bow my deepest; I hit my forehead).

Speech etiquette as a whole is phraseological, it contains a lot of actual phraseological units, proverbs, sayings, for example: welcome; with light steam, etc.

Verbal and non-verbal speech impact.

There are two main methods of exposure: verbal(using words) and non-verbal.

At verbal influence matters what we say, what words we use, in what sequence we present information, what arguments we give, etc.

There are the following verbal ways of influencing a person:

1. Proof. Prove - give arguments confirming the correctness of any thesis. When proving, arguments are presented in a system, thoughtfully, in accordance with the laws of logic. Proving works well for a person with logical thinking.

2. Belief. To convince is to instill in the interlocutor the confidence that the truth has been proven, the thesis has been established. In persuasion, both logic and emotions are used. ("Believe me, that's the way it is! It really is! And others think so. I know that for sure!")

3. Persuasion. To persuade is mainly to emotionally induce the interlocutor to abandon his point of view and accept the point of view of the persuading person. Persuasion is always carried out very emotionally, intensely. ("Please ... well, do it for me ... well, what does it cost you").

4. Begging. Begging is emotionally asking using a simple repeated request.

5. Suggestion. To instill is to induce the interlocutor to simply believe you, to take on faith what you tell him. Suggestion is based on strong psychological, emotional pressure, often on the authority of the interlocutor. Children are very suggestible in relation to adults, girls in relation to decisive men.

6. Request. Asking is to encourage the other person to do something in the interests of the speaker, guided by a positive attitude towards the speaker.

7. Order. To order is to induce a person to do something due to his dependent position without any explanation or motivation. Applies to subordinates, juniors.

8. Compulsion. To coerce means to force a person to do something against his will. Coercion is based on rough pressure, verbal aggression, threats.

For effective verbal impact, it is necessary to take into account:

Communication norm compliance factor, implying compliance with the norms of speech etiquette and the norms of the culture of speech. Cultural, etiquette speech inspires confidence in its content.

The factor of establishing contact with the interlocutor, those. the ability to make a pleasant impression, speak less yourself; individualize the interlocutor; be interested in the problems of the interlocutor.

Language design factor implies the use of a variety of nominative means, figurative words. It is necessary to speak more simply, not to abuse book expressions; the normal pace is 120 words per minute.

Communication style factor unites the formation of a positive image of the speaker. For this, sociability, affability, friendliness, sincerity, moderate emotionality, and the ability to listen to the interlocutor are demonstrated.

Information location factor involves taking into account the type of interlocutor or audience, since with by different people you need to talk and persuade in different ways.

Addressee factor suggests that it is necessary to take into account the type of interlocutor or audience and contact them taking into account the peculiarities of their perception, level of knowledge, interests. "The speech should be tailored to the measure of the listener, like a dress to the measure of the customer" (A. Mikhalskaya).

The effectiveness of communication is determined not only by the degree of understanding of the interlocutor's words, but also by the ability to correctly assess the behavior of the communication participants, their facial expressions, gestures, movements, posture, direction of the gaze, that is, to understand the language non-verbal communication. This language allows the speaker to more fully express his feelings, shows how the participants in the dialogue control themselves, how they really relate to each other. Non-verbal signals betray the interlocutor, sometimes call into question what has been said.

Facial expressions... The main indicator of the speaker's feelings is facial expression. For everyone participating in the conversation, on the one hand, it is important to be able to "decipher", "understand" the facial expressions of the interlocutor. On the other hand, you need to know to what extent he himself owns facial expressions, how expressive it is. Thus, raised eyebrows, wide-open eyes, lowered tips of lips, an open mouth indicate surprise; drooping eyebrows, wrinkles curved on the forehead, narrowed eyes, closed lips, clenched teeth express anger. Facial expressions can be serious or funny, but they should always be friendly. In general, the behavior during the delivery of speech increases its expressiveness and establishes contact with the listeners.

Gesturing. A person uses many different gestures when communicating. The language is taught from childhood, and gestures are learned naturally, and although no one explains in advance, does not decipher their meaning.

Gesturing should be moderate, only then is it effective. There are no stereotyped gesture figures. Lively gestures are often used to emphasize their words. Using your fingers, you can explain the nuances.

The speaker needs to be careful with gestures and try not to catch the eye, and to be congruent with the verbal semantic volume of speech. . Depending on the purpose, gestures are subdivided into rhythmic, emotional, indicative, pictorial, symbolic, rhetorical, playful, and magical. Let's take a look at some of them.

Pointing gestures. Is it possible to fulfill the orders: “Open that window”, “Don't take this book, take that one over there” if they are pronounced without a gesture? In such situations, a pointing gesture is required. The speaker uses them to distinguish some object from a number of homogeneous ones, shows a place - next to, above, above us, there, emphasizes the order of following - in turn, through one. You can indicate with a glance, a nod of the head, a hand, or a turn of the body. It is recommended to use the pointing gesture on very rare occasions when there is an object (or visual aid) to which you can point.

Symbolic gestures. Symbolic gestures are associated in the minds of native speakers with a certain emotional state of the speaker, with the expression of attitude to the situation of speech. The bows of the actors and singers are a symbol of gratitude for the warm welcome, for the applause, the actor spreads his arms wide to the sides, as if embracing those sitting in the hall.

Some symbolic gestures have a very specific meaning. For example, crossed arms indicate a defensive response. Hands behind the head express superiority. Hands on the hips are a symbol of disobedience. Grasping your head with your hands is a sign of trouble or trouble. A symbolic gesture is often characteristic of a number of typical situations. Utterances can be accompanied by not one, but several gestures.

Gestures should indicate the movement of the speaker's thoughts and feelings, be a physical expression of his creative efforts. An unjustified gesture, a gesture for the sake of a gesture does not decorate speech. The best gesture is considered to be one that is not noticed, which organically merges with the word and enhances its effect on the audience.

When exposed to speech, it seems very important communicative position each of the participants in the communication. It is determined by the degree of authority of an individual participant in communication, the influence of his speech in a particular situation. The communicative position can be initially strong or weak (boss - subordinate, parent - child, teacher - student). The communicative position of each participant can change in the process of communication: there are special rules for protecting or strengthening the communicative position:

· Repetition of the appeal (the law of the name);

· Increased emotionality of speech;

· Approaching the interlocutor;

· Physical contact with the interlocutor (touch);

· Open gestures;

Enlargement of the interlocutor (when we praise him, we distinguish him from others);

· Demonstration of goodwill with facial expressions and gestures;

· Attractiveness of appearance.

By defending our communicative position, we do not allow the interlocutor to put pressure on us. You can defend your position:

· Increasing the distance between us and the interlocutor;

· Sitting behind an obstacle (table, bouquet of flowers, etc.);

Leaning back when talking;

Taking closed poses (crossing arms over chest, etc.)

It is necessary to distinguish between speech impact (impact on a person in order to convince him to consciously accept our point of view, consciously make a decision about any action, transfer of information) and manipulation (impact in order to induce him to do something unconsciously or against his own desire, initial intention). When the normative and speech rules are violated during communication, communication failures cannot be avoided, i.e. such completion of communication, when its goal is not achieved. Speech influencers also use the expression “communicative suicide” in cases where a gross mistake was made that makes further communication ineffective (for example, the speaker begins his speech with the phrase “Sorry to take your time” or “I will not detain you for a long time ... ").

The effectiveness of communication is associated with the ability to achieve the set goal. Communication goals can be different:

1) informational - to convey information to the interlocutor, having received confirmation that it has been received;

2) subject - to get something, learn, change the behavior of the interlocutor;

3) communicative - to form a certain relationship with the interlocutor.

An impact is considered effective if all three goals are achieved. Communication is considered effective if the objective goal is achieved. Speech influence can be considered effective if the objective goal is not achieved for objective reasons.

Topic 3. Basics of business communication. The concept of formal business style.

Business conversation is a complex multidimensional process of developing contacts between people in the service sphere. Its members act in official statuses and are focused on achieving goals, specific tasks. A specific feature of the named process is regulation, that is, submission to the established restrictions, which are determined by national and cultural traditions, professional ethical principles. The accepted procedure and form of behavior in the service is called business etiquette. Its main function is to form rules that promote mutual understanding between people. The second most important function is convenience, that is, expediency and practicality. Modern domestic service etiquette has international characteristics. Business etiquette includes two groups of rules: - the norms in force in the field of communication between equal in status, members of the same team (horizontal); - the norms that determine the nature of the contact between the manager and the subordinate (vertical). A general requirement is considered to be an affable and helpful attitude towards all colleagues at work, partners, regardless of personal likes and dislikes. Types of business communication ... According to the method of information exchange, a distinction is made between oral and written business communication. Oral types of business communication, in turn, are divided into monologic and dialogical. TO monologue types include: welcome speech; commercial speech (advertising); information speech; report (at a meeting, meeting). Dialogue types: business conversation, business conversation, negotiations, interviews, discussion, meeting, press conference; telephone (distant) conversation. Dealing appropriately with people is one of the most important factors in determining the chances of success in business relationships. Back in the 30s, Dale Carnegie noticed that the success of a person in his financial affairs, even in the technical sphere or engineering, depends on fifteen percent of his professional knowledge and eighty-five percent on his ability to communicate with people. In this context, the attempts of many researchers to formulate and substantiate the basic principles of ethics of business communication, or, as they are often called in the West, the commandments of personal public relation, are easily explainable. Can be distinguished six basic principles of business etiquette :1. Punctuality(do everything on time). Only the behavior of a person who does everything on time is normative. Being late interferes with work and is a sign that the person cannot be trusted. Experts who study the organization and distribution of working time recommend adding an extra 25 percent to the time that you think is required to complete the assigned work. Confidentiality(don't talk too much). The secrets of the institution must be kept as carefully as the secrets of a personal nature. There is also no need to retell to anyone what they have heard from a colleague, manager or subordinate about their official activities or personal life. Courtesy, benevolence and friendliness... In any situation, it is necessary to behave with colleagues politely, affably and benevolently. This, however, does not mean the need to be friends with everyone with whom you have to communicate on duty. Attention to others(think about others, not just yourself). Respect the opinions of others, try to understand why they have this or that point of view. Always listen to criticism and advice from colleagues, bosses, and subordinates. When someone questions the quality of your work, show that you value the considerations and experiences of others. Self-confidence shouldn't stop you from being humble 5. External appearance(dress properly). The main approach is to fit in with your work environment, and within that environment, with the contingent of employees at your level. Literacy(speak and write good language). Internal documents or letters sent outside the institution must be written in good language, and all proper names are conveyed without errors. The most important Telephone Ethics Principles : 1. If they don't know you where you are calling, it is appropriate for the secretary to ask you to introduce yourself and find out what issue you are calling. Identify yourself and briefly explain the reason for the call. 2. It is considered a violation of business etiquette to impersonate the friend of the person you are calling, just to be connected as soon as possible. Severe violation- do not call back when your call is expected. Call back as soon as possible 4. If you call the person who asked you to call, but he was not there or he cannot come up, ask them to tell you that you called. Then you need to call again, or say when and where you can be easily found. When the conversation is going to be a long one, schedule it at a time when you can be sure that your interlocutor has enough time to talk. Never speak with a full mouth, chew, or drink while you are talking.

Features of a formal business style. The formal business style caters to the area of administrative and legal activities. The functions of this style are informational, prescriptive, ascertaining. The main form of implementation of the official business style is written. The following types of formal business style are distinguished:

· Proper official business style (the so-called clerical);

· Legal style (style of laws and decrees);

· Diplomatic style (implemented in the field of international communication).

For vocabulary official speech is characterized by:

1) wide use of special words and terms (legal, diplomatic, accounting, etc.);

2) a large number of abbreviations: Ministry of Emergencies, Air Force, CIS, ChP, Ministry of Finance and etc.

3) the use of words and expressions that are not accepted in other styles: above, below, proper, prohibited, preventive measure. These include stable phrases: cassation appeal, act of disobedience, recognizance not to leave and etc.

The regular use of such words and expressions that do not have synonyms contributes to the accuracy of speech.

Morphological features formal business speech is determined by its nominal character: the absolute predominance of names with an insignificant use of verbs. In turns of speech, a chain of genitive forms of nouns often arises:

Clarification of the conditions for committing a crime;

This makes the phrase heavy.

Adjectives and participles in business speech are often used in the meaning of nouns: sick, resting, undersigned.

Short forms of adjectives are productive: must, obliged, obligatory, necessary, accountable, judged, responsible. Addressing them is dictated by the prescriptive nature of business speech.

The selection of pronouns in business speech is indicative: personal pronouns are not used (due to the complete lack of individualization of speech, concreteness, accuracy of the statement), instead of demonstrative pronouns ( this, that, such etc.) the words are used: given, present, relevant, known, specified, above, below and etc.

To characterize the verbs in official speech, its noun structure is important: this determines the high frequency of conjugate verbs: is, becomes, comes true. Usual infinitives in the meaning of the imperative mood: take note, withdraw from use etc.

Syntax formal business style reflects the impersonal nature of speech: complaints are filed with the prosecutor, the goods are transported. Syntactic constructions in official speech are saturated with stable phrases with abortive prepositions: for purposes, in connection, on the basis of etc. For example: in order to improve the structure, based on the decision etc.

The use of such syntactic constructions is necessary to express typical situations. They make it easier and simpler to leave standard texts. In official business speech, complex sentences prevail with subordinate reasons, purpose, effect, condition.

Varieties with foreign documents. In Russian the word document entered the Petrine era: document business papers that had legal significance began to be called. Today there are about 60 types of management documents. Service documents are divided into several large groups according to their functional significance: personal, administrative (decree, order, order); administrative and organizational (contract, plan, charter); information and reference (reference, memo); service and commercial letters (business letter, cover letter, letter of invitation, letter of guarantee, initiative letter, letter of request); financial and accounting documents [Culture 1997: 105]. Each document has a specific textual form. There are five types of text recording: linear recording (autobiography, statement, power of attorney, etc.), stencil (certificates, contracts), table (financial statements), questionnaire (personal sheet on personnel records), analogous texts (orders, decisions). Personal documents ... Personal documents include a statement, power of attorney, questionnaire, autobiography, explanatory note, resume. The latest in time of occurrence is the resume. This genre variety is used for self-promotion purposes in order to interest the employer. International Standard prescribes typing the text of the summary on a computer. Typical summary includes: 1. Personal data of the applicant (surname, name, patronymic, date, place of birth, marital status, citizenship) 2. Applicant's addresses and phone numbers with time indication for contact. 3. The name of the vacancy for which the author of the resume applies. 4. List of places of work and study in chronological order, indicating the full official name of the organizations, the time spent in them, the name of the position held (in the case of studies, the name of the educational specialty). 5. Additional information (freelance work experience, social activity, professional retraining) 6. Other information (related knowledge and skills, including computer skills, driving a car, knowledge foreign languages, foreign trips, etc.) 7. Interests, tendencies related to the alleged professional activity Applicant 8. Recommendations (information about recommendations) 9. Date. 10. Signature. The ability to competently draw up personal documents characterizes the level of competence of a linguistic personality. Samples of documents, their composition and design are fixed in state standard“Organizational and administrative documentation. Basic Provisions ". - M .: Glavarkhiv, 1975.

The theory of speech impact, in our opinion, includes the following main problems: the concept of communication, the concept of speech impact, the concept of effective speech impact, methods of speech impact.

These methods are as follows:

Proof. To prove is to give arguments supporting the correctness of a thesis. When proving, arguments are presented in a system, thoughtfully, in accordance with the laws of logic. Proving is a logical way of speech influence, an appeal to the logic of a person's thinking. We prove it like this: "First, second, third ...". Proving works well for a person with logical thinking, but logic does not work effectively for everyone (not everyone thinks logically) and not always (we already know that in some conditions emotion completely suppresses logic).

Belief. To persuade is to instill in the interlocutor the confidence that the truth has been proven, that the thesis has been established. In persuasion, logic is used, and necessarily - emotion, emotional pressure. We convince something like this: "Firstly .... Secondly ... Believe me, this is how it is! It really is so! And others think so. I know this for sure! Why don't you believe? Believe me, this is really so ... "and so on. By persuading, we try to actually impose our point of view on the interlocutor.

Persuasion. To persuade is mainly to emotionally induce the interlocutor to abandon his point of view and accept ours - just like that, because we really want to. Persuasion is always carried out very emotionally, intensely, uses personal motives and is usually based on multiple repetitions of a request or proposal: "Well, please ... well, do it for me ... well, what do you need ... I will be very grateful to you ... I will also do you such a favor, if you ask sometime ... well, what do you need ... please ... well, please ... ". The child persuades his mother: "Well, buy ... well, buy ... well, buy ... well, please ... well, buy ....".

Persuasion is effective in a situation of emotional arousal, when the interlocutor can equally fulfill the request, or not. In serious matters, persuasion usually does not help.

Suggestion. To instill is to induce the interlocutor to simply believe you, to take on faith what you tell him - without thinking, without critical reflection.

Suggestion is based on strong psychological, emotional pressure, often on the authority of the interlocutor. Strong, strong-willed, authoritative personalities, "charismatic types" (like Stalin) could inspire people with almost anything. Children are very suggestible in relation to adults, young girls are often inspired, women in relation to rude and decisive men.

Compulsion. To coerce means to force a person to do something against his will.

Coercion is usually based on rough pressure or directly on a demonstration of brute force, threats: "Wallet or life."

Which of these methods of speech influence are civilized? The first four. Speech influence as the science of effective and civilized communication teaches us to do without coercion.

There are two main aspects of speech impact - verbal and non-verbal.

Verbal(from Latin verbum, word) speech impact is an impact using words. With a verbal influence, it matters in what speech form you express your thought, in what words, in what sequence, how loudly, with what intonation, what when you say to whom.

Non-verbal impact is an impact using non-verbal means that accompany our speech (gestures, facial expressions, behavior during speech, the speaker's appearance, distance from the interlocutor, etc.).

Correctly constructed verbal and non-verbal impact provide us with effective communication.

The communicative position of the speaker is another important theoretical concept of the science of speech influence.

The communicative position of the speaker is understood as the degree of communicative influence, the authority of the speaker in relation to his interlocutor. This is the relative effectiveness of its potential speech impact on the interlocutor. A person's communicative position can change in different communication situations, as well as during communication in the same communicative situation.

The speaker's communicative position can be strong (boss versus subordinate, elder versus child, etc.) and weak (child versus adult, subordinate versus boss, etc.). The communicative position of a person in the process of communication can be strengthened by applying the rules of speech impact, it can be protected, and it is also possible to weaken the communicative position of the interlocutor (also using the techniques of speech impact and carrying out various actions in relation to the interlocutor).

The science of speech influence is the science of strengthening the communicative position of a person in the process of communication, protecting the person's communicative position and methods of weakening the communicative position of the interlocutor.

The concepts of social and communicative role are also included in the theoretical arsenal of the science of speech influence. The social role is understood as the real social function of a person, and the communicative role is understood as the normative communicative behavior adopted for a particular social role. Communicative roles may not correspond to the social role of the speaker - their repertoire is much wider than the set of social roles, and their choice, change, ability to play (supplicant, helpless, little person, cool, expert, decisive, etc.) constitute one of sides of the art of speech impact an individual... Wed such masters of performing various communicative roles as Chichikov, Khlestakov, Ostap Bender.

There is also such a concept - communication failure.

Communication failure- this is a negative result of communication, such a completion of communication when the goal of communication is not achieved.

Communicative failures befall us when we incorrectly build our speech influence: we choose the wrong methods of speech influence, we do not take into account who we are talking to, we do not follow the rules of conflict-free communication, etc.

Speech therapists also use such an expression as communicative suicide.

Communicative suicide- this is a gross mistake made in communication, which immediately makes further communication obviously ineffective. For example, if a speaker starts his speech like this: "Sorry for taking up your time ... I won't detain you for a long time ..." - this is a typical communicative suicide, since the person himself immediately reports that he understands: his information is not is necessary, it will irritate the audience, its very appearance in front of the audience is undesirable, etc. Such an orator, of course, will not be listened to.

The aggregate of typical verbal or non-verbal, and sometimes both, signals that affect the effectiveness of communication is defined as a communication factor. Within the framework of the factors, the rules of communication are distinguished - the ideas and recommendations for communication that have developed in a given linguocultural community. The rules are subdivided into normative (how should? How correctly?