Persuasion, Manipulation, and Seduction

There are three aspects of human communication that are often thought of in the negative sense.  However, this is not always an accurate view of them.  These aspects are persuasion, manipulation, and seduction.  The mere mention of these words causes many to think of the politician who uses deceptive means to promote, the partner in a relationship who manipulates to control, or the rapist who draws a person in through seduction only to reveal violent intentions.  In taking a critical look it becomes clear that these three terms, especially persuasion, are amoral – ethically neutral.  “It all depends on the motives of the tool user – Hitler vs Ghandi, Osama Bin Laden versus Martin Luther King, Jr.”  (Seiter, J.S., Glass, R.H., Perspectives on Persuasion, Social Influence, and Compliance Gaining.  P.6.)  They are all tools and powerful tools to say the least.  But all these methods, persuasion, manipulation, and seduction can be used for positive or negative ends.

     Mirriam-Webster dictionary defines two of these terms in reference to human communication as follows:

Persuade -

1.       To move by argument, entreaty, or espostulation to a belief, postion, or course of action.

2.      To plead with

Manipulate –

      2.b.  to control or play upon by artful, unfair, or insidious means especially to one’s own advantage.

      3.  to change by artful or unfair means so as to serve one’s purpose.

     “Seducers…use trickery and deceit to achieve their goals”.  (Seiter, J.S., Glass, R.S. p. 6).  Seduction, too can be used for positive ends.  The term seduction is connotative of many negatively manipulative ways.  But think of the wife who lovingly and playfully seduces her husband by wearing lingerie and uses her most charming tactics to lure him to the bedroom.  Yes, this is seductive.  Yes, she is using manipulation and persuasion.  But her goal is to enjoy intimacy with her life partner.  It produces a more healthy happy relationship and, in addition, the one being seduced fully knows that he is being persuaded.  This brings us to  the next point…

     “Persuasion is more ethical when people are made aware they are being influenced.” (Seiter, J.S., Glass, R.S. p.6.).  This is the key.  When one is being persuaded to understand the value of a good education, the value of treating others with fairness and respect, or the value of eating healthy, this is positive.  When it is made clear that the attempt is noble, this is even better.  Most persuasion, manipulation, or seduction that are moral and for a positive end are straight forward.  There need not be hidden facts, twisted ideas, or partial truths.  It is ulikely that the man in the previous example would wonder what was happening or why his wife was acting in that way.  No, he knows exactly what her intentions are and she wants him to have a full understanding of this.  So, persuasion, manipulation, and seduction that are straight forward are moral and ethical.

     There is a dark side to these three terms that we see and experience often.  It is presented to us in crafty ways and many don’t realize it’s deception.  One example of the negative use of persuasion, manipulation, and seduction is in the  field of politics.  “The goal of rhetoric is to

change the target’s mind, to cause the target to see his or her position as incorrect and the speaker’s position as correct.  The goal of manipulation of dimensions is to force the target to

choose among alternatives chosen by the manipulator; that choice puts the manipulator in a position of strategic advantage.”  (Paine.  Persuasion, Manipulation, and Dimensions. P. 38.) 

     Politicians use many tactics to till and fertilize their fields.  They use argumentative behavior “presenting arguments supporting the positions they are advocating, while attempting to refute the position of others.”  (Seiter, J.S., Gass, R.H., p. 114.)  many attack other’s character and use aggressiveness to point out faults.  Fear, deception, and compliance gaining are commonly used.  What is interesting is that although these behaviors are repulsive, they work.  Once the fields have been tilled with deception, fear, and compliance gaining, the “planter” moves in with  aggressiveness that would never have worked had the soil not been prepared.  (This is not to say that all politicians are manipulative in the negative sense.  This example is only being used to show the negative side of   persuasion, manipulation, and seduction.)

     The strongest and most independently thinking audiences are the ones who are aware that they are being influenced and who carefully research what they have heard.  Most rhetoric can be sifted through with careful thought and a bit of research.  Uneducated audiences who don’t read and research on their own are at a disadvantage.  In countries where communication is controlled, the people are even worse off.  They only have limited options.

   

 So, in conclusion, persuasion, manipulation, and seduction can be either positive or negative.  They are amoral tools.  How the tools are used is what makes the difference just as our tongue can be used to curse or bless.  Yet is is a mere tool that on its own has no power to harm or do good.  Much depends on both the person wielding the tool and the audience.  The combination of the two is the recipe that produces a result and the possible results run to both end of the spectrum.

(Seiter, J.S., Gass, R.H., Perspectives on Persuasion, Social Influence, and Compliance Gaining.     

     2004. Pearson Education, Inc. Boston.)   

(Paine, S.C.,  The Journal of Politcs:  Persuasion, Manipulation, and Dimensions.  Vol 51, No. 1                (Feb., 19989), p. 36-49.  Cambridge University Press.  http//:www.jstor.org/stable/2131608.)