Communicative scenarios of ways of speech influence. Speech impact and speech strategies

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

1. Proof.

To prove is to give arguments confirming the correctness of a thesis. When proving, arguments are given 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 this way: “Firstly, secondly, thirdly...”. 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. Persuasion.

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

3. Persuasion.

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

4. Begging.

To beg is to ask highly emotionally, using a simple repeated request. The child begs from his mother: “Well, buy ... well, buy ... well, buy ... well, please ... well, buy ....”.

5. Suggestion.

To inspire is to encourage the interlocutor to simply believe you, to accept on faith what you tell him - without deliberation, 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 and women are often suggestible in relation to rude and determined men.

6. Order.

To order is to induce a person to do something by virtue of his dependent official, social, etc. positions relative to the speaker without any explanation of necessity.

The order is effective in relation to subordinates, juniors, lower in the social hierarchy, but ineffective in relation to equals or superiors. The order is psychologically difficult for most people to perceive.

7. Request

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

The effectiveness of a request is incomparably higher than an order, but there are numerous communication barriers that limit the applicability of a 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, the request has many possibilities of refusal.

8. Coercion.

Coercion 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: “Trick or Treat”.

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

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

4. The concept of effective communication, its components

The effectiveness of communication in speech influence is considered as the achievement by the speaker of his goals in the conditions of communication.

But a number of caveats are needed here. Firstly, the effectiveness of communication should be determined in relation to each specific participant in communication or to all together? Apparently, the effectiveness should be determined for each communicator separately. At the same time, communication in a dialogue 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 speaker's speech in front of an audience, the effectiveness of the speaker's speech and the effectiveness of the audience's communication with him will be different.

Secondly, the very concept of effectiveness will, apparently, be associated with the achievement of the goals set by the participant in communication in a given communicative situation.

An effective speech impact is one that allows the speaker to achieve the set goal.

However, communication goals can be different:

1. Information.

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

2. Subject.

The goal is to get something, learn, 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: establish contact, develop contact, maintain contact, renew contact, end contact. Communicative goals are pursued by such special speech formulas as greeting, congratulations, sympathy, farewell, compliment etc.

Now let's give a more complete definition of effective speech impact.

An effective speech impact is one that allows the speaker to achieve the 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, subject, communicative. What of these goals does the speaker need to achieve in order to consider his speech impact effective?

Consider the following communication situations. Signs + and - indicate the achievement of the corresponding goal and its non-achievement.

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

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

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

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

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

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

People associated with production consider it efficient to achieve a goal with a minimum of costs. If the goal is achieved, and the costs are small, 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 minimal time and energy and leaves a feeling of satisfaction” (N.V. Grishina. I and others. Communication in the workforce Moscow, 1990, p. 8).

Thus, the lower the cost of achieving the goal, the more effective our activity (if the goal is achieved). This is a cost-based 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 to obtain the final result, then in communication such an approach is not only inapplicable, but also incorrect. Effective communication is not only one that allowed to achieve a result, but one in which a balance of relations was maintained between the participants in communication. Namely, to achieve this - maintaining the balance of relations - and often the main part of the communicative efforts of the communicator is spent (cf. below the communicative law dependence of the result of communication on the volume of communicative efforts, chapter 3).

In communication, you cannot improve efficiency by reducing costs. It is necessary, on the contrary, to use the entire arsenal of verbal and non-verbal means, to observe the laws and rules of communication, to apply methods of effective speech influence, to observe the normative rules of communication, etc. Only maximum efforts give the desired communicative result - the goal of communication is achieved and the balance of relations between the communicants is maintained. The effectiveness of communication is directly proportional to the amount of communication effort expended.

Recall the following: short requests and orders are always carried out less willingly - they are usually perceived as more rude, aggressive. Politeness implies an 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 courtesy, location to the interlocutor. That is why one must learn to ask, refuse, etc. deployed - it turns out to be more efficient.

If the interlocutors set themselves purely communicative goals - to maintain relations (secular conversation, 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 the objective the goal coincides with the communicative one (to maintain relationships).

Thus, communication is effective when we have achieved a result and maintained or improved relations with the interlocutor; at least it didn't get worse. This means that we have maintained a communicative balance.

The famous American gangster El Capone said: "With 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 succeed with a kind word without a revolver. This is the art of effective communication, the art of verbal influence on the interlocutor.

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

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

Both with horizontal and vertical communicative 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, the son is obedient to his parents, the subordinate is respectful, etc., then the communicative balance is maintained.

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 impact is in question.

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

1. Knowledge by the communicant of the general laws of communication and following them.

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

3. Use by him of the rules and techniques of speech influence.

4. Real achievability of the set subject goal.

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

In any civilized society, the most important communicative axiom operates, which says: with all people it is necessary to maintain a communicative balance. 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 one can talk about the methods 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, uncivilized 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 the substantive or informational goal you have set from the interlocutor, but such communication already lies beyond the civilized, and although it can be called effective, it will in no way be effective - 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 effectiveness and the principle of communicative balance.

5. Speech influence and manipulation

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

Speech impact- this 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- this is an impact on a person with the aim of inducing him to provide 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 influence itself and the means of manipulation. A modern person must have all the skills, because in various communicative situations, in various audiences, when communicating with various types of interlocutors, there is a need for both speech influence and manipulation (cf. people, drunks, etc.). Manipulative influence as a type of speech influence is not a swear word or a morally condemned way 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 impact as the most important theoretical concepts.

W. Shakespeare wrote:

The whole world is theater

In it, women, men - all actors,

They have their own exits, departures,

And each one plays a role.

Thus, rhetoric, interpersonal communication and advertising are the three main components of the science of speech impact.

Rhetoric is the science of the art of public speaking.

Rhetoric is designed to teach us how to effectively influence the audience with the help of speech.

Public speaking is the official speech of the speaker (mostly a monologue) in front of a fairly large and organized audience directly present in the hall.

An official speech means that the speech was announced in advance, the speaker was introduced to the audience or known to her from the announcement, the topic, information about the speaker is known in advance: who is he by profession, what position he is from, where, etc.

The direct presence of the audience means that the speaker is in the same room with the audience or in close proximity to them, sees them, they see him, they can ask him questions.

A sufficiently large audience starts with 10 - 12 people, and if there are fewer listeners, then there will be a conversation with the group rather than a public performance. The best audience for a speaker, but in terms of size, is 25-30 people, although it can be much more.

An organized audience means that people came to a certain time, to a certain place, they know the topic or speaker, the approximate duration of his speech, have time to listen to him and are ready to do it.

Methods of speech influence

There are two main ways of speech influence: verbal (with the help of words) and non-verbal.

With verbal (from Latin verbum - word) influence, it is important in what speech form you express your thought, “in what words”, in what sequence you cite certain facts, how loudly, with what intonation, what, when and to whom you say .

For verbal speech influence, both the choice of language means for expressing thoughts and, naturally, the content of speech itself - its meaning, the argumentation given, the arrangement of text elements relative to each other, the use of methods of speech influence, etc. are essential. Verbal signals are words.

Non-verbal speech influence is an influence with the help of non-verbal means that accompany our speech (gestures, facial expressions, our behavior during speech, the appearance of the speaker, communication distance, etc.).

All these factors complement speech and are considered in the speech impact in their relationship with speech, which allows using the term "non-verbal speech impact".

Non-verbal signals are individual gestures, postures, features of appearance, actions of interlocutors in the process of communication, etc.

The functions of verbal and non-verbal signals in communication are the same. Both those and others:

1) transmit information to the interlocutor (intentional and unintentional);

2) influence the interlocutor (conscious and unconscious influence);

3) influence the speaker (conscious and unconscious self-action).

Properly constructed verbal and non-verbal speech impact ensures the effectiveness of communication.

Factors, rules and methods of speech influence

Factors of speech influence - a set of typical verbal and non-verbal signals that affect the effectiveness of communication. The main factors of speech influence are:

1) the appearance of the speaker;

2) compliance with the communicative norm;

3) establishing contact with the interlocutor;

4) look;

5) physical behavior during speech (movement, gestures, postures);

7) communication style (friendliness, sincerity, emotionality, non-monotonicity, enthusiasm);

8) organization of communication space;

10) language design;

11) volume of the message;

12) arrangement of facts and arguments, ideas;

13) duration;

14) addressee (including the number of participants);

15) communicative genre (taking into account the rules for the effectiveness of a certain genre of speech - a rally speech, an entertaining speech, criticism, remark, order, request, etc.).

Rules of communication and speech influence - these are the ideas and recommendations for communication that have developed in society. Schematically, these rules can be represented as follows:

Examples of normative rules: a friend should be greeted, thanked for a service, an apology should be made for the inconvenience caused, sympathy should be expressed to the victim, etc.

Examples of the rules of speech influence: contact the interlocutor more often, reduce yourself in the eyes of the interlocutor, enlarge the interlocutor, individualize the interlocutor in the conversation, etc.

Techniques of speech influence- specific ways to implement the rules of speech influence, for example: the rule “Reduce the distance to the interlocutor”, methods for implementing this rule: come closer to the interlocutor, touch the interlocutor, etc.

Communicative position- this is the degree of authority of an individual participant in communication for interlocutors, the degree of influence of his speech in a particular situation of communication.

The communicative position of each of the participants in communication is a relative concept in the sense that it is characterized in relation to the communicative positions of the other participants in communication. This is the relative effectiveness of its potential speech impact on the interlocutor.

The communicative position of each individual person can change in different situations of communication, as well as in the course of communication in the same communicative situation.

The communicative position of a participant in communication can be strong or weak initially: the communicative position of a boss, a high official in relation to subordinates, parents - to small children, teachers - to students, etc. always stronger initially, due to their social status; the position of the subordinate, the child, the student is always weaker from the outset.

However, any person can change his communicative position. By applying certain rules and methods of speech influence, it can be strengthened, protected, and also weakened the communicative position of the interlocutor (by applying methods of speech influence in relation to him and performing various actions in relation to him).

The art of speech influence lies in the ability of the speaker to strengthen his communicative position, protect it from the pressure of the interlocutor, and also in the ability to weaken the communicative position of his interlocutor.

Strengthening our communicative position, using for this various verbal and non-verbal means, methods of speech influence, we increase the effectiveness of speech influence on the interlocutor - we are better listened to, we are more trusted, they agree with us more willingly, our requests are fulfilled, etc.

The following techniques strengthen the communicative position:

Repetition of address (name law):- Well, Anna Petrovna, well, Anna Petrovna, well, please, well, Anna Petrovna ...;

Increased emotionality of speech;

Approaching the interlocutor (the rule “the closer, the more effective”);

Physical contact with the interlocutor (unobtrusively touching the one we convince);

Open gestures facing the listener;

Enlargement of the interlocutor (when we praise him, distinguish him from others, give him compliments, etc.);

Demonstration of goodwill by facial expressions, gestures;

The attractiveness of our appearance, etc. Defending our communicative position, we do not allow

interlocutor to put pressure on us, we help ourselves to resist his argumentation, pressure, we can protect ourselves from an obsessive or simply unpleasant interlocutor. You can protect your position by:

Increasing the distance between us and the interlocutor;

Having placed behind an obstacle (a table, a bouquet of flowers, etc.);

Leaning back when talking

Taking closed postures (for example, crossing your arms over your chest, turning sideways to the interlocutor).

You can weaken the communicative position of the interlocutor by putting him in a low chair, positioning the interlocutor so that there is movement behind him, so that he is well lit, and you are in the shade, etc.

Works in communication rocker principle: to raise the bucket at one end of the rocker, we need only lower the bucket at the other end. Therefore, if we apply the rules and techniques for weakening the communicative position of the interlocutor, we thereby make our own position stronger and more convincing; weakening their communicative position, we strengthen the communicative position of the interlocutor in relation to us.

Similar information.

1. Proof. To prove is to give arguments confirming the correctness of a thesis. When proving, arguments are given in a system, thoughtfully, in accordance with the laws of logic. Evidence is a logical way of speech influence, an appeal to the logic of human thinking

2. Persuasion. To convince is to inspire confidence in the interlocutor that the truth has been proven, that the thesis has been established. In persuasion, logic is also used, and, of course, emotion, emotional pressure.

3. Persuasion. To persuade is mainly to emotionally encourage the interlocutor to abandon his point of view and accept ours - just like that, because we really want it. Persuasion is always carried out very emotionally, intensively, uses personal motives and is usually based on repeated repetition of a request or proposal. Persuasion is effective in a situation of emotional arousal, when the interlocutor can equally fulfill the request, or may not fulfill it. In serious matters, persuasion usually does not help.

4. Begging. This is an attempt to achieve a result from the interlocutor by repeated emotional repetition of the request.

5. Suggestion. To inspire is to encourage the interlocutor to simply believe you, to accept on faith what you tell him - without deliberation, 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.

Coercion 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: "Trick or Treat". Which of these methods of speech influence are civilized? First five. Speech influence as a science of effective and civilized communication teaches to do without coercion.

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

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

Verbal speech influence is an influence with the help of words. With verbal influence, it matters in what speech form we express our thought, in what words, in what sequence, how loudly, with what intonation, what when we say to whom. Non-verbal influence is an influence with the help of non-verbal means that accompany speech (gestures, facial expressions, behavior during speech, appearance of the speaker, distance to the interlocutor, etc.). Properly built verbal and non-verbal influence provide us with the effectiveness of 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. The communicative position of a person can change in different situations of communication, as well as in the course of communication in the same communicative situation. The communicative position of the speaker can be strong (boss against subordinate, senior against child, etc.) and weak (child against adult, subordinate against boss, etc.).

The communicative position of a person in the process of communication can be strengthened by applying the rules of speech influence, it can be protected, and the communicative position of the interlocutor can also be weakened (also using speech influence techniques and taking various actions in relation to the interlocutor).

The science of speech influence is the science of strengthening the communicative position of the individual in the process of communication, protecting the personality of its 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 impact. The social role is understood as a 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 a set of social roles, and their choice, change, ability to play (beggar, helpless, small person, tough, expert, decisive, etc.) constitute one of aspects of the art of speech impact of an individual. Wed such masters of performing various communicative roles as Chichikov, Khlestakov, Ostap Bender. Communication failure is a negative result of communication, such a completion of communication when the goal of communication is not achieved. Communication failures befall us when we build our speech influence incorrectly: we choose the wrong methods of speech influence, do not take into account who we are talking to, do not follow the rules of conflict-free communication, etc.

Specialists in speech influence also use such an expression as communicative suicide. Communicative suicide is a gross mistake made in communication, which immediately makes further communication obviously ineffective.

The set of typical verbal or non-verbal, and sometimes both signals that affect the effectiveness of communication, is defined as a communication factor.

The main factors of speech influence seem to be:

The factor of appearance The factor of compliance with the communicative norm

The factor of establishing contact with the interlocutor

Gaze factor Factor of physical behavior during speech (movement, gestures, postures)

Manner factor (friendliness, sincerity, emotionality, non-monotonicity, enthusiasm) Placement factor

language factor

Message volume factor

Arrangement factor of facts and arguments, ideas

Time factor

Number of Participants Factor

Destination factor

genre factor (taking into account the rules for the effectiveness of a certain genre of speech - a rally speech, criticism, dispute, remark, order, request, etc.), however, apparently, the genre factor is the competent use of all factors of the speech impact of factors in a specific communication situation .

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. Many of them are reflected in proverbs, sayings, aphorisms.

The rules of communication reflect the ideas that have developed in society about how to communicate in a particular communicative situation, how best to communicate. The rules of communication are developed by society and supported by the socio-cultural tradition of this society. The rules of communication are acquired by people through observation and imitation of others, as well as through targeted learning. The rules that people have learned well and long ago are implemented by them in communication almost automatically, without consciousness control. Having studied certain rules, one can apply one or another of them consciously in order to achieve a certain goal in communication, and this gives a great advantage in communication to someone who knows these rules. verbal communication persuasion suggestion

There are normative rules of communication and rules of speech influence. Normative rules of communication answer the question "how should it be?", "how is it customary?" and describe the norms and rules of polite, cultural communication accepted in society, that is, the rules of speech etiquette. Normative rules are largely understood by people, although they are usually paid attention to only when a certain rule is violated - the interlocutor did not apologize, did not say hello, did not thank, etc. An adult native speaker can verbally formulate and explain many of the normative rules, and can point out violations. At the same time, the practical application of normative communicative rules by people in everyday communication in our country is clearly lagging behind the requirements of a civilized society. The rules of speech influence describe ways of influencing the interlocutor and answer the question "how is it better? how is it more effective?" (what is the best way to convince? how to ask more effectively? etc.). They characterize the ways of effective influence on the interlocutor in various communicative situations. The rules of speech influence are to a small extent realized by people, although they are intuitively applied by many. Teaching such rules enables students to understand and systematize the rules of effective speech influence, makes their communication noticeably more effective.

There are also methods of speech influence - specific speech recommendations for the implementation of a particular communicative rule.

The laws of communication (communicative laws) describe the process of communication, they answer the question "what happens in the process of communication?". Communicative laws are implemented in communication, regardless of who is talking about what, for what purpose, in what situation, etc.

Naturally, in relation to communication, one can speak about laws very conditionally, but it seems impossible to do without the word law in relation to communication, since this term easily finds its place in the paradigm law - rule - device.

The laws of communication (communicative laws) are not laws like the laws of physics, chemistry or mathematics. The main differences are as follows.

First, most of the laws of communication are non-rigid, probabilistic. And if, for example, the law of universal gravitation cannot be ignored on Earth - it simply will not work, it will always manifest itself, then this is not the case with regard to the laws of communication - it is often possible to give examples when one or another law, due to certain circumstances, does not performed.

Secondly, communicative laws are not transmitted to a person at birth, they are not "inherited" - they are acquired by a person in the course of communication, from experience, from communicative practice.

Thirdly, the laws of communication can change over time.

Fourthly, the laws of communication partially differ among different peoples, i.e. have a certain national coloring, although in many respects they are universal in nature.

The basic communicative laws are as follows. Law of mirror development of communication This law is easily observed in communication. Its essence can be formulated as follows: the interlocutor in the process of communication imitates the communication style of his interlocutor. This is done automatically by a person, with little or no control of consciousness. The law of dependence of the result of communication on the volume of communicative efforts This law can be formulated as follows: the more communicative efforts are expended, the higher the effectiveness of communication. If in industry production efficiency is increased by reducing costs per unit of output, then in communication it is the other way around.

The law of progressive impatience of listeners This law is formulated as follows: the longer the speaker speaks, the more inattention and impatience the listeners show. The Law of Falling Audience Intelligence with Increase in Audience Size This law means that the more people you listen to, the lower the average intelligence of the audience. Sometimes this phenomenon is called the effect of the crowd: when there are many listeners, they begin to "think" worse, although the personal intelligence of each individual person, of course, is preserved.

The Law of Primary Rejection of a New Idea The law can be formulated as follows: a new, unusual idea communicated to the interlocutor is rejected at the first moment. In other words, if a person suddenly receives information that contradicts his current opinion or idea, then the first thought that comes to his mind is that this information is erroneous, the person who reported it is wrong, this idea is harmful, it is not necessary to accept it. The law of the rhythm of communication This law reflects the ratio of speaking and silence in human communication. It says: the ratio of speaking and silence in the speech of each person is a constant value. This means that each person needs a certain time to speak and a certain time to be silent. Law of speech self-action

The law says: the verbal expression of an idea or emotion forms that idea or emotion in the speaker. From practice, it has long been known that the verbal expression of a thought allows a person to gain a foothold in this thought, to finally understand it for himself. If a person explains something to the interlocutor in his own words, he himself better understands the essence of what is being told.

The Law of Rejection of Public Criticism The wording of the law: a person rejects public criticism addressed to him. Any person has a high internal self-esteem. We all internally consider ourselves very smart, knowledgeable and doing the right thing. That is why any receipt, criticism or unsolicited advice in the process of communication is perceived by us at least with caution - as an attack on our independence, a demonstrative doubt in our competence and ability to make independent decisions. In conditions when criticism is carried out in the presence of other people, it is rejected in almost 100% of cases. The Law of Trust in Simple Words The essence of this law, which can also be called the law of communicative simplicity, is as follows: the simpler your thoughts and words, the better you are understood and more believed.

Simplicity of content and form in communication is the key to communicative success. People perceive simple truths better, because these truths are more understandable and familiar to them. Many of the simple truths are eternal, and therefore the appeal to them guarantees the interest of the interlocutors and their attention. People's interest in eternal and simple truths is constant. Appeal to simple truths is the basis of populism in politics.

Law of Attraction of Criticism The wording of the law is this: the more you stand out from others, the more you will be slandered and the more people will criticize your actions. A person who stands out always becomes the object of increased attention and "attracts" criticism to himself. A. Schopenhauer wrote: "The higher you rise above the crowd, the more attention you attract, the more they will slander you."

The law of communicative remarks The wording of the law: if the interlocutor in communication violates some communicative norms, the other interlocutor feels a desire to reprimand him, correct him, force him to change his communicative behavior.

The law of the accelerated dissemination of negative information The essence of this law is well conveyed by the Russian proverb "Bad news does not lie still." Negative, frightening, information that can lead to changes in the status of people tends to spread faster in communication groups than information of a positive nature. This is due to the increased attention of people to negative facts - due to the fact that the positive is quickly taken by people as the norm and ceases to be discussed.

The law of distortion of information during its transmission ("the law of a damaged phone") The wording of the law is as follows: any transmitted information is distorted in the process of its transmission to a degree directly proportional to the number of persons transmitting it. This means that the more people transmit this or that information, the more likely it is to distort this information.

The Law of Discussing Detailed Details Knowing this law is especially important when we are discussing something collectively. The wording of the law: people are more willing to focus on discussing minor issues and are willing to devote more time to this than discussing important issues.

The Law of Speech Amplification of Emotions The formulation of the law: the emotional cries of a person intensify the emotion he experiences. If a person screams with fear or joy, then the emotion he is actually experiencing is intensified. The same is true when addressing emotional cries in the face of a partner. The Law of Speech Absorption of Emotion The formulation of the law: with a coherent story about an experienced emotion, it is absorbed by speech and disappears. If a person tells an attentive listener about What excited him emotionally and the story is coherent, and the listener is attentive to the speaker, then the emotion is "absorbed" by the text of the confession and weakens ("cry in a vest").

The Law of Emotional Suppression of Logic An emotionally excited person speaks incoherently, illogically, with speech errors and poorly understands the speech addressed to him, paying attention only to individual words of the interlocutor - usually the most loudly pronounced or concluding remark.

There are also methods of communication. A technique is a specific recommendation for the linguistic or behavioral implementation of a particular communicative rule. For example, the rule "Approaching the interlocutor increases the effectiveness of speech impact on him" is implemented in the practice of communication in the form of the following techniques: "Come closer!", "Invade the interlocutor's personal space!", "Touch the interlocutor!".

Conditions for effective speech influence

1. Knowledge of the general laws of communication and following them.

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

3. Use of rules and techniques of speech influence.

4. Real achievability of the set subject goal.

4. Practical training in speech impact

Practical training in speech influence at the present stage in our country is no less relevant, and maybe even more than the development of theoretical problems of speech influence. In Russia, there are no traditions of teaching effective communication - such, for example, as there are in the USA and Great Britain. At the same time, the relevance of such training is obvious. We do not have the concept of communicative literacy, which should be as relevant as medical, technical, political literacy. Communicative literacy is the literacy of a person in the field of communication.

Effective communication, the culture of communication must be learned as the basics of literacy, as the ability to read and write. Every day we all make many gross mistakes that make our life, already difficult, even more difficult. We all the time make remarks to strangers, give advice to those who do not ask us, criticize people in front of witnesses, and do many other things that are absolutely impossible to do according to the rules of communication in a civilized society. All this prevents us from achieving an effective result at work, prevents us from living normally in a family, communicating with children, relatives and not very close people, leading to increased conflict in communication.

It has been established that our business contacts will be successful in 7 cases out of 10 if we know the rules of business communication. Communicative literacy of a person is manifested in the fact that he:

1. Knows the norms and traditions of communication;

2. Knows the laws of communication;

3. Knows the rules and techniques of effective communication;

The latter is extremely important: even if a person knows how to communicate in this or that case, has studied the techniques and rules of effective communication, he may still not have the necessary communicative literacy if he does not apply his knowledge in practice or applies it ineptly. For example, everyone is well aware that one should not interrupt the interlocutor, but few can say about themselves that they never interrupt others.

After studying CHAPTER 11, the student should:

· know:

ü basic principles of effective speech influence;

ü basic methods of persuasion;

the main causes of communication failures;

· be able to:

ü determine the means of speech influence used;

ü recognize the means of speech manipulation;

· own:

ü methods of effective influence on the interlocutor;

ü skills to counteract speech manipulation.

Language is the most important means of human communication. A person uses language to report something, to induce the addressee to take some action, to express his feelings, to give an assessment. The study of language as an instrument of influence is carried out by a relatively recent branch of linguistics - linguistic pragmatics.

Word pragmatics comes from the Greek for "business", and the name of science demonstrates that its subject is language in living functioning. Pragmatics is also called the attitude of a speaking or writing person to the language signs he uses.

Linguistic pragmatics is a discipline that studies language as a tool that a person uses in his activity. The tasks of pragmatics include the development of models of production, understanding, memorization of speech acts, as well as models of communicative interaction, the use of language in specific sociocultural situations.

Speech impact- this is the influence on the interlocutor in the process of communication using various techniques in order to change his views and opinions or to induce him to take any action. Speech influence can also be understood as the control of human behavior, produced with the help of speech and non-verbal means of communication.

Any use of language implies an influencing effect, and the mechanism of speech influence functions in the process of any act of verbal communication. Verbal communication is a collaborative activity communicants, during which they mutually regulate actions, control thought processes, correct ideas, beliefs of a communication partner.

In dialogue, there is a mutual influence of the participants in communication. If communication takes the form of a monologue, then the influence of the speaker on the listener is more pronounced than the effect of the listener on the speaker.

O.S. Issers characterizes the object and subject of speech influence in the following way: to be the subject of speech influence means to regulate the intellectual and physical activity of your interlocutor with the help of speech; to be the object of verbal influence means to experience the influence of another, carried out in verbal form.

In fact, all acts of communication are performed to implement a certain speech impact on the addressee. Any, even informal, conversation involves some kind of “exercise of power” over another person. A stronger interlocutor (more skillfully using the possibilities of the language) turns out to be the leader in communication and, with the help of speech means, can exercise his power. However, the addressee can actively defend his position.

For increase effectiveness of speech impact There are three main principles to keep in mind:

1. The principle of accessibility which is associated with the need to take into account the cultural and educational level of listeners (interlocutors), their life and professional experience;

2. The principle of expressiveness , requiring the use of expressive means (tone and volume of speech, intonation, rhetorical tropes and figures, facial expressions, gestures);

3. Associativity principle , which involves accessing listener associations.

Speech influence can be direct and indirect. If the speaker consciously chooses language units to achieve the goal, and the listener fixes the choice of the speaker, then we should talk about direct impact. It is possible to provide a hidden impact, in which the speaker performs a communicative disguise of the goals and situation of the impact. At indirect impact the choice of language units may not be realized by either the sender of information or its recipient.

The effectiveness of speech influence depends on many linguistic, psychological and social factors, without which it is impossible to achieve the goals set by the communicants. It can decrease due to mistakes made in communication, as well as due to the so-called "communication interference", which can be both linguistic in nature (for example, the use of words that are incomprehensible to the interlocutor) and non-linguistic (for example, extraneous sounds or any or distracting activities associated with communication).

The lack of speech impact may be associated with communication failures, in which the speaker's statement is not fully understood or not understood at all by the listener, i.e. the communicative intention of the one who speaks is not fully realized. The reasons for such communicative failures can be associated with differences in worldviews and comprehension of reality, with violation of conditions that require the right choice of place and time of communication, with a poor communication channel, the use of polysemantic linguistic means, and incorrect pragmatic attitudes. Such factors lead to misunderstanding or misunderstanding, which leads to misinterpretation of the utterance by the listener.

Communication failures can be divided into several main groups:

1) technical, related to the shortcomings of the communication channel, when what is said cannot be heard properly (for example, with a poorly functioning microphone, poor-quality telephone communication, when talking with a person with speech defects, when communicating with young children);

2) cultural (sociocultural) associated with insufficient knowledge by a foreigner or bilingual (a person who uses two languages ​​in everyday communication) of cultural phenomena that are self-evident for native speakers of any language ( And where are we going, Susanin? – Have you forgotten my last name? And he is a real Lefty! - Why? He's not left-handed at all! In the examples given, precedent phenomena Susanin and Levsha, which are relevant to the Russian linguistic consciousness, are used, which are not perceived by the bearer of a different culture);

3) psychological (psychosocial) associated with various psychological differences of the interlocutors, their attitudes, underlying desires or thoughts that they possess during a conversation ( Is it very cold today? - It's already ten o'clock; The crease is not smoothed out in any way ... My head hurts ... - And you iron it through a wet rag);

4) proper language;

a) non-distinguishing of the meanings of paronyms: This is a very effective move. I don't see anything spectacular. It's just that he is productive - Well, yes, that's what I wanted to say. - Then it is effective, not spectacular;

b) indistinguishability of shades of meanings of synonyms or words of one thematic group: - Consult your friend. Do you mean Sasha? He's not a friend, he's just a friend; Show me this ring. We don't have rings! - And what's that?! - These are rings!

c) not taking into account the possible polysemy of words or homonymy: Her graduate student finally got a response. He says the comments are private. But she hasn't posted yet. - How can she know the remarks, even if she has not even opened the envelope yet ?! – She received it by e-mail and hasn't printed it yet!

d) inappropriate semantic occasionalisms: The girl's father completely imprisoned ... - But where can you imprison a modern high school student? - Well, how: everything sharpens and sharpens, grumbles and grumbles ...

e) ambiguity of word forms and constructions: Why did she [the dog] bite him? - By the leg. “Ugh, you don’t understand, do you? Did he tease her? Did you step on the tail?

Of course, only the most common types of communication failures are listed here, there are others. In addition, communication failures based on several of the above factors are possible.

There are two main ways of speech impact on the listener or audience. The first method is associated with the message to the addressee of new information, which contributes to a change in his behavior or attitude to the environment, to any facts and opinions. The perceived information does not necessarily change the thoughts and behavior of a person, it depends on the way the information is presented, and on who received this information. For example, for a teenager who did not know that in a strong wind the skin loses more heat even at positive temperatures than in windless frosty weather, this information is unlikely to serve as the basis for changing the style of dressing in windy weather, but a child who has listened to a fairy tale about how the prince fell ill and could not save the princess because he caught a cold in the cold wind, most likely he would not mind warmer clothes. Another example: if a person who is blind and in complete despair receives information from a fairly reliable source that doctors created and tested an artificial cornea in 2010, this may have consequences related to his attitude to life in general.

The second method of influence is not in the communication of any new information, but in the presentation of a new way of understanding the old, known to the addressee. For example, a listener who is already familiar with the data of the UN Intergovernmental Panel on Climate Change that if greenhouse gas emissions are not reduced, the average temperature of the Earth will rise by 2 degrees by 2050, may, under the influence of an effective speech of the speaker, change his attitude towards this information and comprehend it not as an inevitability, not as an event that will not happen soon, but as a guide to actions to reduce harmful emissions into the atmosphere.

Both of these methods can be used individually or in combination.

However, in modern communication, the third method of speech influence is increasingly used - manipulation(see paragraphs 11.2, 11.3). Manipulation is a psychological impact aimed at changing the activity of another person, performed so skillfully that it remains unnoticed by him.

Speech influence is understood as speech communication, taken in the aspect of its purposefulness, motivational conditionality. It is well known that in any act of speech communication, communicants pursue certain non-speech goals, which ultimately regulate the activity of the interlocutor. Fundamentals of the theory of speech influence. L, 1978. S. 9.

The phenomenon of speech influence is associated, first of all, with the target setting of the speaker - the subject of speech influence. To be the subject of speech influence means to regulate the activity of your interlocutor (not only physical, but also intellectual). With the help of speech, they encourage the communication partner to start, change, finish any activity, influence his decision-making or his ideas about the world. Thus, the analysis of speech influence is usually carried out from the position of one of the communicants - the subjects of speech influence, and the communication partner acts as the object of influence. "Speech influence is a unidirectional speech action, the content of which is the social impact on the speaker in the process of communication" Speech influence in the field of mass communication. M, 1990. S. 100.

In the work of L.L. Fedorova, the following types of speech influence are distinguished:

1) social;

2) expression of will;

3) clarification, informing;

4) evaluative and emotional Psychology of speech influence and its place in the structure of communication. M, 1991. S. 124.

In accordance with the proposed classification, social impact refers to situations where there is no transmission of information as such, but there are certain social acts (greeting, oath, prayer). Expressions of will include speech acts of orders, requests, refusals, advice, etc., that is, all speech actions aimed at ensuring that the object fulfills the will of the speaker. Evaluative and emotional types of speech impact are associated with social, objectively established moral and legal relations or with the area of ​​interpersonal subjective-emotional relations (reprimand, praise, accusation, insult, threat). The author refers to the type of "clarification and information" explanation, report, message, recognition.

A different approach to the typology of speech influence is proposed in the work of Pocheptsov. Here, the reactions from the addressee are analyzed:

1) change in attitude to any object, change in the connotative meaning of the object for the subject (expressed in appeals, slogans, advertisements);

2) the formation of a general emotional mood (lyricism, hypnosis, political appeal);

The strategy of speech behavior covers the entire scope of building the communication process, when the goal is to achieve certain long-term results. In the most general sense, a speech strategy includes planning the process of speech communication depending on the specific conditions of communication and the personalities of the communicants, as well as the implementation of this plan. In other words, a speech strategy is a set of speech actions aimed at achieving a communicative goal.

Since strategies are focused on future speech actions, are associated with forecasting the situation, their origins should be sought in the motives that control human activity. In most studies of verbal communication, the idea of ​​non-independence of speech, its subordination to the goals of a certain activity appears as an ontological premise. This ontological premise was developed in the general psychological theory of activity by A.N. Leontiev Leontiev A.N. Activity. Consciousness. Personality. M, 1977. S. 245. In accordance with it, in the process of verbal communication, communicants, regulating each other's behavior, carry out joint activities. Consequently, verbal communication is such a purposeful activity of people that allows them to organize cooperation.

To analyze speech communication and, in particular, speech strategies, from the theory of activity of A.N. Leontiev, the most productive concepts of goal, motive, action. In a simplified form, their relationship can be described as follows. Action is a purposeful human activity, that is, each action has its own purpose (there are no aimless speech actions). Activity (as a set of actions) also has its own goal, which is called a motive.

“Applying the concepts of the theory of activity to speech, we can conclude: speech has not only an immediate goal, but also a motive - that for which the speech goal is achieved. Listening to the speech of another person, we always strive to understand why he speaks. Without understanding the motive of speech actions, we cannot fully understand the meaning of the statement. Thus, any activity (including speech) is a process directed and motivated by a motive - that in which this or that need is “objectified”. A need is always a need for something. Before its first satisfaction, the need "does not know" its object, it must be discovered. Only after that the “object” acquires its motivating force, that is, it becomes a motive” Optimization of speech impact. M, 1995. S. 180.

Motives are far from always realized by the subject, moreover, quite often the motivation given by a person does not coincide with the actual motive (motives). Awareness of motives is a secondary phenomenon, arising only at the level of personality and improving as it develops.

Undoubtedly, the formation of motives for electoral behavior is also influenced by such a “correcting factor” as the circumstances of a specific time and place of holding elections of a certain level.

The following objective factors are decisive for the nature of electoral behavior:

* social background of voters;

* social affiliation of certain groups of voters (their socio-economic status);

* social environment (influence of informal and formal groups);

* sex, age of voters;

* the nationality of the electoral corps;

* religiosity;

* the internal and external political situation of the country;

* geographical conditions.

Among the most important subjective factors influencing electoral decisions are: the specifics of political culture, the manipulative influence of parties and organizations expressing their social and political strategy, as well as the psychological pressure of the media.

However, modern studies of the electorate do not allow us to talk about the existence of an unambiguous set of factors that determine electoral behavior.

Almost all political parties oppose Putin's policies in one way or another, claiming that a cult of Putin is already taking shape. Thus, Zyuganov emphasizes that Putin "today has more power than the Egyptian pharaoh, tsar and general secretary of the CPSU Central Committee combined."

Also motivated by the opposition is the belief of the parties that the elections have done away with the post-Soviet illusion that Russia can quickly become a democratic country.

Motives can only be revealed objectively, by analyzing activities. Subjectively, they appear in their indirect expression - in the form of desire, desire, striving for a goal.

When the subject has a goal, he usually presents the means to achieve it, wants to achieve it. These experiences play the role of internal signals, stimuli. The motive is not directly expressed in them. Thus, communicative strategies as a kind of human activity have a deep connection with the motives that control the speech behavior of the individual, and a clear, observable connection with needs and desires.

Speech strategy determines the semantic, stylistic and pragmatic choice of the speaker Chudinov A.P. Political linguistics. M, 2007. S. 89. Thus, the strategy of politeness imposes restrictions: what semantic content should be expressed, and what should not; what speech acts are appropriate and what stylistic arrangement is acceptable.

Depending on the degree of “globalness” of intentions, speech strategies can characterize a specific conversation with specific goals (make a request, console, etc.) and can be more general, aimed at achieving more general social goals (establishing and maintaining status, manifestation of power, confirmation of solidarity with the group, etc.).

The classification of general communication strategies depends on the chosen basis. From a functional point of view, we can distinguish between the main (semantic, cognitive) and auxiliary strategies.

The main one can be called a strategy, which at this stage of communicative interaction is the most significant in terms of the hierarchy of motives and goals. P. 98. In most cases, the main strategies include those that are directly related to the impact on the addressee, his model of the world, value system, his behavior (both physical and intellectual).

Auxiliary strategies contribute to the effective organization of dialogue interaction, the optimal impact on the addressee. So, all components of a communicative situation are strategically significant: the author, the addressee, the communication channel, the communicative context (the message is the subject of semantic strategies). In this regard, one can find a strategy of self-presentation, status and role strategies, emotionally attuning strategies, and others. The communicative situation also dictates the choice of a speech act that is optimal from the point of view of the speaker's intention. The considered types can be combined into one class - pragmatic strategies.

In accordance with the tasks of controlling the organization of the dialogue, dialogue strategies are used that are used to monitor the topic, initiative, degree of understanding in the process of communication.

A special type of strategic plans are rhetorical strategies that use various methods of oratory and rhetorical techniques to effectively influence the addressee.

Thus, pragmatic, dialogue and rhetorical types of strategies should be attributed to the auxiliary ones Chudinov A.P. Political linguistics. M, 2007. S. 99.

For a public relations specialist, it is the auxiliary strategies that are most interesting, since the goal of the image maker is not to change the worldview in the head of a potential voter, but the possibility of using various techniques, their effectiveness in the consciousness of a favorable image of a politician