Masters Degrees (African Languages)

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Browsing Masters Degrees (African Languages) by Subject "Argumentation"

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    An analysis of persuasive messages in Shona family set-up
    (2018-12) Mutsvairo, Jack; Dlali, Mawande; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of African languages.
    ENGLISH ABSTRACT: Persuasion is an interesting, integral yet complicated communication field that has received little research in Shona. Persuasion in Shona family set-ups has shown that conversation partners engage in arguments and counterarguments that result in either the success or failure of the compliance-gaining attempts. Of much interest are the message dimensions of explicitness, dominance and argument which characterise these persuasive messages. An understanding of how and why compliance-seeking and -resisting strategies are used may help persuaders like advertisers, politicians, family counsellors, teachers, and evangelists to promote cohesion in families. Findings in this study will be useful to the study of persuasion by future students. Also, the knowledge of Shona persuasion may come in handy when non-Shona speakers engage in persuasive conversations with Shona-speaking people. This qualitative research study analyses interview notes, audio recording transcripts and observation persuasive messages in Shona family set-ups. For the first two, content analysis is done. For persuasive messages, source arguments and target arguments are identified and compared, and then the clinching compliance-seeking argument or compliance-resisting argument for the influence goal is identified, followed lastly by an analysis of the message dimensions. The study found out that a range of compliance-seeking and -resisting strategies are used by different members of both nuclear and extended families when they pursue certain influence goals. It also found that the sequencing of compliance-seeking strategies differs depending on the influence goal the source will be pursuing and the relationship of the influence interactants. The study also found that proverbs, clan praise names, reference to the Bible and silent treatment are strategies used habitually by Shona persuaders. My hope is that my research findings will stimulate interest among persuaders to improve their persuasive skills since it has shed light on the use of persuasive strategies among the Shona. Students of persuasion will find it as pioneer work from which they will launch further investigation in this area.